Two “musts” for every lawyer who wants more referrals

February 8, 2016 by
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Some smart wag said that if you’re not getting enough referrals, there are only two reasons. “Either you don’t deserve them or you’re not asking for them.”

Let’s talk about this, shall we?

What do you have to do to “deserve” referrals?

Is it enough that you do good work, deliver good “customer service,” and charge reasonable fees?

No. This is expected of every lawyer. If you want more referrals, you need to do more than what is expected.

Look, you can’t depend on your clients telling people about how great you are if you merely do what they paid you to do.

It’s like buying a new car. When it does what it’s supposed to do, i.e., get you where you want to go safely, comfortably, and economically, that’s fine. You might tell others about your new purchase, you might not. If someone asks about the car, you’ll tell them. Otherwise, who knows?

If you buy a car that puts a big smile on your face, however, a car that has a bunch of extras and cool features, a car you can’t wait to show off to the neighbors, that’s different.

To get more referrals, you need to put a smile on your clients’ faces.

Give them more value and a better experience than other lawyers deliver. Surprise and delight them, give them more than they expect, and your clients will be much more likely to tell their neighbors about you.

This isn’t difficult. Little things make a big difference. But you have to want to do those little things, not because you see them as a means to more referrals, but because you enjoy putting smiles on your clients’ faces and hearing them say thank you.

Okay. Now what about the asking part of the equation?

This is where it gets sticky for many lawyers. They try it once or twice, but get tongue tied, and never do it again.

What if there was a way to ask for referrals that was natural and comfortable for you and for the client? A few simple sentences about referrals that didn’t put any pressure on them but nevertheless set the stage for referrals?

Would that help?

What if you could ask for referrals without actually uttering any words? If you could give the client a document or send them a letter that did the “asking” for you. . .

Would that help?

If you ordered my new course, Maximum Referrals, you not only know that this is possible, you know how to do it. You also know what to do to deliver an exceptional experience that makes clients not just willing to refer, it makes them want to.

If you haven’t ordered yet, do yourself a favor and grab a copy.

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Filed Under: Client relations, Marketing legal services, Referrals

Referral marketing for lawyers–roots before branches

February 4, 2016 by
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Let’s say you want to get more referrals from your clients. Not a bad idea. Now, how will you go about it?

Your strategy might be to give your clients lots of attention, show them that you care about them, and make them feel good about choosing you as their lawyer.

Good. An excellent strategy. What techniques will you use to effect your strategy?

What will you say to them at their first appointment? What will you give them? What will you send them, and when? What will do, and how often?

Strategies before techniques. Roots before branches.

Strategies derive from your values and beliefs. If you believe it’s important to surprise and delight your clients with over-the-top service and extra value, if you believe that doing so will endear them to you and make it more likely that they will return to you, say nice things about you, and send you referrals, your actions will reflect those values and beliefs.

If you believe that giving clients lots of attention takes too much time and won’t produce more loyal clients or more referrals, however, your actions will be different.

If you believe that your clients can provide you with more referrals than they now provide, you will be more inclined to invest time equipping your clients with information and tools they can use to send you more referrals. If you believe that your clients do what they can and can’t do any more, you probably won’t.

What many lawyers do, I think, is implement certain techniques before they have firmed up their beliefs and committed to a strategy. They hear that it’s a good idea to send new clients a thank you letter, for example, so they do it, but their heart isn’t in it. They say the words, but they don’t feel the sentiment behind them.

Sure enough, when they speak to the client, their words and behavior often tell a different story.

Start by asking yourself what you want to accomplish and choose one or more strategies for accomplishing it, based on your values and beliefs. Only then should you examine the techniques that are available to you.

My new course, “Maximum Referrals,” can help you do that. It shows you both the strategies and techniques you need to build a successful referral-based practice.

Check it out, here.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Referrals, Relationship marketing

How to protect your referral fee when you refer cases to other attorneys

February 3, 2016 by
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I heard from a PI lawyer who had referred a case to another lawyer and was supposed to get one-third of the fee. When the case settled, the referring lawyer heard about it not from the lawyer who settled the case but from a friend of the plaintiff.

Not good.

Even worse, the plaintiff had another accident 4 months later. The same firm handled that case, which settled for $200,000, and they never told the referring attorney about it.

When he finally spoke with someone at the firm about the second case, the referring attorney was told that they don’t pay referral fees on “second generation cases/referrals”.

He asked if I think he’s entitled to a referral fee on the second case.

My take? In equity, maybe. In law, probably not. In the world of commerce, where screwing your referral sources is a great way to kill referrals (and your reputation), I think they should take care of you.

But they’re PI attorneys so I won’t hold my breath.

The bigger question is what to do to protect your referral fee in the future.

Two things. First, you need to have a written agreement that specifies what you get, not only on the original referral but on subsequent cases with the same client. Get this signed before you make the referral.

To be enforceable, it probably has to have reasonable limits (like a non-compete agreement), something like subsequent claims within two years of the original injury. (I’d also ask for a fee on any referrals from that client during the same period.) Ask around, find out the standard in your community. And be prepared to negotiate.

Second, your agreement should specify that you have a lien interest in these cases, and you should so notify the insurance carrier and/or opposing counsel on the first case. That way, when the case settles, your name will be on the check and they have to come to you to get your endorsement.

Your agreement can also specify a lien interest (and attorneys fees if not paid) on subsequent cases, but if you don’t know about those, it’s not as easy to protect your referral fee because you have nobody to notify of that interest until after the fact. Still, better than nothing.

And without an agreement, nothing is what you’ve got.

Hey, I’ve been there. I’ve referred cases to other lawyers and was screwed out of a fee when they settled. You live and learn.

My last piece of advice? Stay in touch with the client. Because you want him to tell you when he has another case, or he has a referral.

Be his “personal attorney” for life. His advisor. The conduit of all of his legal matters.

Think “clients, not cases”. And think about the referral as, “bringing in another lawyer,” not “referring out” to another lawyer.

I’d love to hear how other lawyers handle this subject. Please post in the comments.

Get more referrals from lawyers and other professionals: click here

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Filed Under: Attorneys fees, Law office management, Marketing legal services, Referral sources, Referrals Tagged With:

Why you need a referral system

February 2, 2016 by
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When you have a new client in the office, what do you say to him about referrals? Anything?

Do you give him anything to pass out to people he knows, to make referrals easier for him?

Perhaps you give every new client three extra business cards. That’s good. But when you do that, what exactly do you say? (It makes a difference.)

Most lawyers don’t have a well thought out referral system in place. They haven’t planned what they will give clients, what they will say, or when.

For most lawyers, referrals happen, when they happen. Or they don’t.

Spend some time today thinking about, and writing down, your system. What do you say (orally or by email or letter) to new clients? Current clients? And former clients?

What do you give them or send them?

Right now, if your system consists of giving new clients three business cards and saying, “Here are some of my cards, in case someone you know needs my help,” fine. Write that down. That’s your system. And any system is better than no system.

But you can do more.

Start thinking about what else you might do the next time they are in the office. Or what you might mail to them or include in your “New Client Welcome Kit”.

Write down all of the times during the case or engagement that you could do something or say something that might bring in more referrals.

Start with new clients, on their first appointment. Then consider what you can do at the end of the case or engagement.

After that, write down ideas for communicating with “old” clients.

Having a system for new clients, end of the case, and old clients, will probably put you way ahead of where you are right now, because you will have a better system than you do now.

Systems save time and make things easier. They produce better results, too, if for no other reason than they prompt you to do something on a consistent basis.

No doubt you get referrals now, but do you get as many as you want? As many as you think you could get?

If not, it’s time to create or update your referral system.

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Filed Under: Law office management, Marketing legal services, Referrals

What word or phrase defines you?

January 29, 2016 by
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The US Navy says its core values are “Honor. Courage. Commitment”. It is what they stand for, their ethical compass. It is also a promise, to themselves and to the country they protect.

What’s yours?

What is the one word or short phrase that defines you in the context of your career or practice?

What’s your thing?

Mine is “referrals”. When an attorney wants to know my core marketing philosophy, it is that every law practice should be built on a foundation of referrals.

When you hear my name, I want you to think “referrals”. That’s how I built my practice and if I could only teach you one marketing method, referrals would be it.

How about you? When I hear your name, what do you want me to think? What is the word or phrase that defines you and your core beliefs?

It might have something to do with your practice area, target market, or your reputation. It might relate to your biggest passion, a personality trait, your mission or long term goal.

Picture your word or phrase as a banner above the front door to your office or at the top of your website. What does it say? Write down the first thing you thought of.

Whatever it is, you don’t need to make it public. You may at some point, but this isn’t an exercise in creating an advertising slogan or marketing message. It is a way for you to go inside yourself and find your core.

Later, you might use it to create a slogan or commercial message. For now, emblazon it only on the insides of your eye lids–for your eyes only.

Look at it often and ask yourself how it makes you feel? Does it make you proud? Content? Excited? Does it feel like the right choice for you?

If it feels good, live with it for awhile. Eventually, but only if you want to, you can use it to fashion something for your clients and prospects.

My website banner says, “Earn More. Work Less.” That’s my promise. The benefits I offer.

It’s the “what”. Referrals are the “how”.

When you’re ready, this will help you create your marketing message

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Filed Under: Image, Marketing legal services, Marketing Plan, Referrals

You don’t dress like a lawyer–does it matter?

January 26, 2016 by
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So Mark Zuckerberg wears the same t-shirts and hoodies every day. Same color, too. He says it’s easier that way because he doesn’t have to take any time deciding what to wear. I admire his efficiency but why not wear a blue suit, white shirt, and red necktie every day?

Why dress like a teenager who doesn’t care about how he looks or what people think? Why not hire someone to choose his clothing for him?

Because he’s a billionaire and he can do whatever he wants. Because he owns the stock and nobody refuses to do business with him. And because he’s in tech, not law.

Yeah, he’s in an industry where dressing casually and being quirky is cool and dressing in traditional business attire isn’t. If you’re a billionaire you can do the same thing. Otherwise, you probably need to dress like a lawyer.

Your client’s expect you to “look the part”. If you don’t, if you vary from their image of what a lawyer is “supposed” to look like, they get nervous and may doubt you and your abilities. I’m not saying it’s right, but that’s the way it is.

So men, you need the suit and tie. Women need to wear appropriate business attire.

Lawyers shouldn’t have tattoos showing. Men shouldn’t wear earrings. Or long hair. Or purple hair. Women can wear earrings and have long hair but not purple hair.

What if you handle entertainment law? That’s different isn’t it? Maybe. You can probably get away with dressing casually but you won’t be laughed at if you dress like a lawyer. (I wonder what Zuckerberg’s lawyers wear?)

Yes there are exceptions. An office in Beverly Hills is different than an office in Omaha. Seeing a long time client on a Saturday is different than meeting a prospective client on Monday morning.

But you get my point. Optics are important.

We see politicians on the campaign trail today and many of the men remove their neckties and wear blue jeans. I’m sure it’s because they want to look like a regular guy. That’s okay if they’re at a picnic or riding a tractor; otherwise, I think they need to look the part they are auditioning for (even if they’re not a lawyer).

Yes, I know it’s not the 1950s. And yes, I’m old fashioned. But so are voters. And clients. And judges. And other lawyers who might not send you referrals if you wear gray t-shirts and hoodies every day.

Get more referrals from lawyers and other professionals. Here’s how

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Filed Under: Client relations, Image, Legal industry, Referrals

I’ve got a list, her name is Sal. 15 miles on the Erie Canal

January 25, 2016 by
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A personal injury attorney friend sent me an email. He said, “I have a list of about 500 auto repair facilities. I want to approach them via letter, include a copy of my book [for auto accident clients], and ask for referrals.”

He wanted my opinion, particularly about what he could say that might motivate them to send him business. He said he can’t promise to send them referrals.

“I don’t think you’ll get too far sending a letter,” I said, “unless you enclose a blank check.”

These are body shop owners. You might as well be negotiating with the mob.

Many (most?) body shops have lawyers they “work with” (meaning they pay them for referrals). If not the owner themselves, the manager or someone who deals with customers is getting kickbacks from lawyers for their referrals.

They don’t care how good you are as an attorney. They care about “how much?”

At least that’s what you have to assume.

Not all of them. But enough to make the proposed project more than a bit challenging for someone who isn’t willing to offer illegal kickbacks.

Okay, let’s assume that 40% don’t take kickbacks. I know that’s probably crazy but hey, I’m feeling magnanimous today. Out of a list of 500, that means you might have a shot with 200.

But, some already have lawyers (in your area) they send business to. No cash changes hands, but they do get some referrals from those lawyers, not necessarily on a quid pro quo basis, but because they do good work or provide those lawyers’ clients with additional service and value.

So now, still guessing here, let’s say that leaves 20 body shops who might be open to sending you referrals. How do you find out which ones? You have to talk to them and feel them out. And you probably have to do this yourself since they need to feel you out, too. And the best way to do this is to do it in person.

So. . . how about if we look at another idea?

What if, instead of asking for referrals you contact the shop owners and ask them if they accept advertising. Your letter (or a phone call) will weed out a lot of them and that’s exactly what you want. Some will be open to advertising, probably those who don’t accept kickbacks and aren’t already committed to other lawyers, and you can talk to them and negotiate a deal.

You put up a sign in their waiting room, buy space on their invoices or on their paper floor mats, a banner on their website, and so on. You pay them $X dollars per month and see what happens.

You can also provide them with a display rack for your books which they can put on their counter and sell your books to their customers at a discounted price. They keep 80-100% of the sales price as their advertising fee. You’ll probably have to offer them an additional fee on top of that for putting your rack in a prominent place, like food companies do with grocery stores.

Another option: you provide free copies of your book which they can give to their customers as a way to provide extra value to them and distinguish themselves from other lawyers who don’t. You might have to pay them a monthly fee in addition, but everything is negotiable, right?

How to get referrals without paying for referrals 

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Filed Under: Advertising, Marketing legal services, Referrals Tagged With:

Faster than a speeding search engine

January 22, 2016 by
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Information. You need it, you want it, and you have it, thanks to the search engine of your choice. But there’s something that’s often better than a search engine. In many cases, it’s faster, too.

I’m talking about experts. People who have the answer to your query on the tip of their tongue. Their real-world experience allows them to instantly provide you with answers, or at least point you in the right direction.

Unlike a search engine, you don’t get 101 links of possible solutions. You don’t get sent down a rabbit hole of never-ending research.

You ask, they answer. Done.

We all need to maintain a list of names and contact information of people who know things, and who know people. A group of folks we can call upon to quickly get information,  recommendations, and referrals.

I’m not talking about paid experts, although we need them, too. I’m talking about friends and business associates and networking buddies who know things and know people and will help us out without sending us a bill.

If we have a computer problem, we have someone who can walk us through the solution, or recommend someone who can fix it for us. If we want to find a CPA on the other side of the country for a client who is moving there, we can tap into our network and get referrals.

An information and referral network can benefit you and your clients and other contacts.

Your network makes you better at your job and helps you bring in business. It also allows you to add value to your relationships with your clients and professional contacts.

Let people know that you know a lot of people in different fields and different parts of the country and when they need information or referrals, they should contact you first.

If you know someone, great. You’re a hero. If you don’t know someone, you can find someone you don’t know and expand your network. Nothing like contacting a professional and telling them you have a client who might need their services.

Your network will make you more powerful than a locomotive and able to leap tall buildings in a single bound.

Build your professional network with this

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Filed Under: Client relations, Networking, Referral sources, Referrals, Relationship marketing

What’s the best way to market your legal services?

December 14, 2015 by
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So, you want to know the best way to market your legal services? Read on, my friend, and all will be revealed.

But first, we need to talk about the two kinds of markets to whom you are marketing. The first is your “warm market”. This consists of people you know. Your clients, former clients, friends, business contacts, and other people who, to some degree, already know, like, and trust you.

Generally speaking, your warm market will hire you or recommend you without your having to “sell” them. They’re already sold on you.

They know what you do. They know your reputation. They’ve seen you in action or heard about your successes with clients they’ve referred to you in the past.

How do you market to your warm market? Basically, all you need to do is stay in touch with them. Keep your name and contact information in front of them, reminding them that you’re still in business and can still help them and the people they know.

Make sure they know about “what else” you do (your other services), and send them information about why they (or people they know) would need those services. Occasionally share some success stories about other clients you’ve helped.

The easiest way to stay in touch with your warm market is email. Stay in their minds and their mailboxes until they’re ready to hire you (again) or send you referrals.

Email is also best because it is a personal communication and gives you maximum control over the process. But you can also keep your name in front of your warm market via advertising, speaking and networking at their events, writing for their trade journals and blogs, and other means.

Am I saying that all you have to do with your warm market is stay in touch with them? Yes. Pretty much. You don’t have to do much more, although doing more is usually a good idea.

Consider reaching out to your warm market and helping them in their business and personal lives. Build a relationship with them, especially the ones who bring you the most business.

There are other things you can do, but if all you do is stay in touch with your warm market, you will probably get the lion’s share of their business.

(Note, prospective clients are often not warm market. You’ll want to send them more information, share more stories, make special offers, and do other things to encourage them to hire you or take the next step. Again, the easiest way to do that is email.)

Okay, let’s talk about the cold market. These are people you don’t know.

Most attorneys spend too much time and energy marketing to people in the cold market rather than focusing on their warm market. Remember, people in the cold market have to be found and they have to be sold. This is more difficult and expensive, especially since you are competing with all of the other attorneys who are trying to do the same thing.

There’s nothing wrong with advertising, blogging, social media, SEO, and other methods of attracting prospective clients. Especially if you handle divorce, litigation, criminal defense, personal injury, and other practice areas where “something has to happen” before people even think about looking for an attorney.

But there’s a better way to attract cold market prospects. Much better, because when they do come to you, they really aren’t cold market at all. I’m talking about referrals.

Instead of spending all of your resources finding and wooing cold market prospects, invest in growing your network of lawyers, other professionals and other centers of influence in your niche market or community.

Help them get to know, like, and trust you. Then, when someone they know needs a lawyer who does what you do, you’ll be in line to get their referrals. Those clients won’t have to be sold because someone they respect and trust is vouching for you.

There. Now you know the best way to market your legal services. Class dismissed.

Expand your referral network of lawyers and other professionals with this

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Filed Under: Marketing legal services, Referral sources, Referrals, Relationship marketing

You need to talk to your clients

November 18, 2015 by
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You frequently hear me tell you to “think clients, not cases,” meaning you must consider the lifetime value of your clients and not just the fee from a single case or engagement. That $1500 fee for a first-time client could lead to $15,000 or $50,000 in fees over the lifetime of the client.

Even if a client never hires you again, cultivating a relationship with them can bring referrals, traffic to your website, sign-ups for your list, attendees at your seminars, and followers on social media, all of which will lead to new business.

Get it? Got it. Good.

So. . . stay in touch with your clients and former clients (an oxymoron).

How? Letters are great, but can get expensive. Email is great but may be overlooked. Send letters and emails but don’t ignore your number one tool for building and sustaining relationships: the phone.

You need to talk to your clients, bro. They need to hear your voice.

Yes, people still answer their phone. If they are away, leave a message. They’ll hear your voice and get an injection of your essence. Virtual you is almost as good as the real you.

Here’s my challenge to you: invest six minutes a day calling people. In six minutes, you could talk to one or two clients, or leave five or six messages.

Why 6 minutes? One hourly billing unit. If you bill $300/hr., you’re investing $50/day or $1100 per month (22 work days) to grow your practice. If that brings you one new client per month, will it be worth it? What if it brings two?

What do you say when you call? Did yo mama teach you nothing? Say hello. Ask them how they’re doing. Tell them you were going through your contact list, saw their name, and thought you’d give them a quick call.

Another? Okay, tell them you just posted a new article or blog post or video on your website and thought they might like to see it. Tell them where to find it and tell them to have a nice day.

Easy stuff. Even for a lawyer.

You want it even easier? You’re lazy? Okay, have someone who works for you make the call. Tell the client, “Mr. Jones [that’s you] asked me to give you a quick call to say hello and see how you’re doing.” It’s not your voice the client hears, but you by proxy will do.

Anyway, I can hear what you’re thinking. Yep. You’re thinking this won’t work. It’s ridiculous. Nobody will hire you again or send you referrals just because you called and said hello.

Fair enough. Try it for a week or two. It may not work for you. On the other hand, what if it does?

Marketing online for attorneys is a real thing

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Filed Under: Client relations, Increase your income, Marketing legal services, Referrals
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