Referrals – Page 19

Most Clients Find Lawyers Through the Internet, but. . .

April 24, 2014 by David M. Ward

Findlaw conducted a surveyÂ about how people go about finding a lawyer. To nobody’s surprise, the top two answers were the Internet (38%) and referrals (29%). This compares to results of a similar survey they did nine years earlier which found that only 7% used the Internet and 65% asked for referrals.

(If you’re curious, only 4% use the Yellow Pages, compared to 10% in the earlier survey).

So, yes, everything you’ve heard about having an Internet presence is true.

You know my position on this: even if they don’t find you through the Internet, you need a website to showcase your talents so that if they find you through any means, including referrals, they can “check you out” online. This includes YOU sending them to your site.

The survey says nothing about the type of case or engagement, fees, or other criteria. It just says most clients find lawyers through the Internet, but “most” doesn’t mean “best”.

I maintain that the best clients, the ones who pay the biggest fees, ask the fewest questions, and remain loyal over time, come from referrals, not the Internet. Clients who use the Internet to find attorneys tend to be price shoppers, harder to please, and fickle.

You need an Internet presence, and you will get clients that way. But Internet marketing will never replace referral marketing for building a law practice, no matter what the survey says.

Marketing online for attorneys. Click here.

Filed Under: Marketing legal services, Online Marketing, Referrals Tagged With: findlaw

The Fortune is in the Follow-up

April 21, 2014 by David M. Ward

One of the most important aspects of marketing any business or professional practice is follow-up. For many, it’s also one of the most challenging.

Because they must, most attorneys have a process for communicating with existing clients. This process is driven by the demands of the case or legal matter. Copies are mailed, calls are made to discuss strategy, progress reports are sent on a pre-determined schedule. Once the case is settled or the matter is completed, however, follow-up is often done haphazardly and too often, not at all.

And then there’s everyone else.

Prospective clients
Former clients
Referral sources/professional contacts/”friends of the firm”
Prospective referral sources
Bloggers/editors/publishers
Meeting planners
Etc.

Each category has a different purpose. Following-up with former clients, for example, can lead to repeat business, updates, referrals, traffic to your website or sign-ups for your event. Following-up with bloggers can lead to guest posts, interviews, and links to your web content. Following-up with prospective clients can lead to new cases or engagements but can also lead to referrals.

Within each category are individuals who are further along in their relationship with you and thus more likely to respond to your contact. There are also individuals who have more potential than others, e.g., a prospective referral source who is well known in your target market, a prospective client who could bring you a lot of business, etc.

I’m sure you appreciate the value of following-up with these people. You know that former clients are your best source of new business (repeat, referrals). You know that staying in touch with prospective clients is good for business.

But how do you manage everything?

You start by creating lists. There are many software solutions for doing that. Pick one. Import your existing database or create new lists manually. It is time well spent.

Add a code or tag or field to each contact in your database so you can sort your lists by type and date range and other criteria. For example, you should be able to do a sort and find a list of former clients with whom you haven’t spoken OR emailed in more than 90 days.

Now what?

You’re almost there. The hard part is done. Now, you just need a plan for staying in touch with everyone. There are three parts to the plan:

Schedule. How often will you contact them?
Media. Will you use email, phone, regular mail, or social media?
Content. For example will you send them personal emails, a general newsletter, or both?

You’ll probably find it easier to start with one category. Create a plan for following-up with former clients, for example. Once that’s done, you can consider other categories.

Once you have things set up, flag key individuals for customized follow-ups. You’ll want to call certain people more often, for example, or call some people but only send email to others.

This may seem a daunting task but if you take it step by step, you can do it. Once you have, you’ll be glad you did.

Marketing is easy, when you know The Formula

Filed Under: Client loyalty, Communication, Law office management, Marketing Plan, Referral sources, Referrals Tagged With: follow up, staying in touch

Welcoming new businesses to your community

April 15, 2014 by David M. Ward

My local Chamber of Commerce puts out a weekly email newsletter. It features upcoming events such as networking mixers, charity golf tournaments, and a meet and greet with our mayor. It also welcomes and lists new members.Â

If I were still practicing, I would contact the new members, congratulate them on their new business, and welcome them to the community. If they aren’t a new business, I would congratulate them on joining the chamber.

If they are new, I’d ask if they are having a grand opening. If they aren’t new, I’d ask about any current sale or promotion. Then, I’d mention this in my newsletter and post it on my blog.

It doesn’t matter whether I handle business matters or consumer matters, or that they already have a lawyer. They have customers and vendors and business contacts who may need a lawyer, now or in the future. They joined the chamber to meet other businesses and some of those businesses might need a lawyer, or have customers who do.

I’d ask what kind of customers or clients they wanted and do my best to send them some referrals. I’d introduce the owner or manager of the business to other business owners and professionals in the market.

Do you think some of these business owners and professionals might also introduce me to other business owners and professionals they have met? Is it possible they might have some referrals for me? Do you think they might offer me some kind of special deal I could pass along to my clients and prospects?

Yes or yes?

How many other attorneys do this? Approximately zero. You can be the one and only.

You can start with a short phone call. Leave a message if you need to. Or send an email. Don’t pitch anything, just welcome them. If you speak to them, ask about their business. If you hit it off with them, meet them for coffee.

Marketing is easy. Lawyers are difficult.

Get The Attorney Marketing Formula and learn more about marketing legal services.

Filed Under: Blogging, Networking, Newsletters, Referral sources, Referrals, Relationship marketing

Content marketing for lawyers: don’t forget about your other clients

April 9, 2014 by David M. Ward

Okay, so you write articles and blog posts targeted to prospective clients. You educate them about the law and procedure, what an attorney can do for them (or can’t), and how to choose the right attorney. You show them what you can do for them and why they should choose you instead of any other attorney.

That’s good. But don’t forget your other clients.

What do I mean? I mean writing for other attorneys who can send you referrals. If I’m a California attorney and need a referral for my client who has business in New York, I’m going to go online and look at New York attorney’s web sites. Yes, I want to see what you have to say to lay people but I would be even more impressed if you wrote something for me.

The same goes for other professionals who might be able to send you business. Do you do real estate closings? How about some content for real estate agents? Do you handle estate planning? Maybe it would be good to write something financial planners and insurance agents.

Anything else? Sure. How about something for bloggers and the media? They’re always looking for authoritative content for their articles. Make their job easier by summarizing key areas of the law or prominent legal trends.

These are some of your other clients. They may not be able to hire you themselves, but they can send you a lot of business. You should be marketing to them.

You have a couple of choices. You can set up separate pages on your site for these other clients or you can set up separate sites and link to them.

Okay, homework time. Choose a category of referral source for your practice and write your first article. If you’re a California divorce lawyer and you want referrals from small business lawyers, for example, write something that helps business attorneys advise their clients. Post it on your website. Then, email a link to business attorneys you know and ask for feedback. Ask them to forward the link to their colleagues.

I told you marketing was easy.

Content marketing for lawyers made simple: Go here

Filed Under: Blogging, Referral sources, Referrals, Writing Tagged With: content marketing

How to get better results from networking

March 21, 2014 by David M. Ward

One of the biggest mistake people make in networking is expecting too much too soon. Networking is a process, not an event. You can’t simply pass out cards or connect online and expect anything to come from it in the short term.

It takes time to nurture a relationship. You need to learn more about what a person does, what they want, and how you can help them. You have to focus on them before you can expect them to focus on you.

Another mistake is expecting the other guy to initiate contact or follow-up with you. If you want the relationship to progress, you have to move it forward.

Call or email and set up a time to talk or meet. Learn all you can about their business. Find out what they want or need.

If you know anyone who can help them, give them a referral. If you see information they need, send it along.

Give, without expecting anything in return. Waste of time? It might be with some contacts. But there’s this thing called Karma and if you put out enough positive energy and help enough people, it does come back to you. You don’t know from whom, or when, but it always does.

Want some good news? You can get better results from networking without leaving your office or making a single new contact online. You already know plenty of people.

Look at your address book. There are people in there you haven’t spoken to in years. You might not even remember who they are. You’ve got old clients, attorneys and other professionals, dozens if not hundreds of people you met at one time. You have a connection, however tenuous, and you can leverage it starting today.

Choose someone, even at random. Pick up the phone and call, or send an email. Tell them you just saw their name in your contact list and you are embarrassed to admit that you don’t remember where you met. Or tell them it’s been years since you spoke and you want to say hello and see how they’re doing.

Tell them you’d like to get to know them better, or get reacquainted. Ask them to tell you about their company, what they do, or what’s going on in their life.

Start a conversation. Update contact information. Keep your ears open to learn how you can help them.

At some point, they will ask about you. Answer briefly, and then go back to them. Show them you truly want to know more about them. You might find out that they offer a product or service one of your other contacts needs. Perfect. You can help both of them.

Follow up with a brief note, acknowledging your conversation. Send the information you promised or remind them to send you theirs.

Schedule an in person meeting. Or calendar a date in a couple of weeks to contact them again. Ask more questions and tell them you would love to see how you could work together. Propose some ideas.

No man is an island. All of your contacts need or want something, whether it’s referrals, information, or advice, and so do you. All you need are a few who see the value of having you in their life and the willingness to meet you half way.

Marketing is easy, when you know The Formula

Filed Under: Networking, Referrals, Relationship marketing

Attorney marketing in a nutshell

March 19, 2014 by David M. Ward

Relax. Marketing really isn’t difficult.

Yes, you have to work hard the first few years in practice to establish a client base and develop some professional relationships, but once you do, you can leverage those clients and those relationships for the rest of your career.

Yesterday’s clients come back and send you referrals. Professional contacts send you business and introduce you to their counterparts. New clients and new contacts help your list grow, and the cycle continues.

That’s the way it always was. That’s the way it always will be.

The Internet lowers costs and gives you more options. But it can also become a big distraction. When you find yourself wondering what to do, go back to the fundamentals. Build a list and stay in touch with it. Contact former clients. Remind them you’re still here. Send them news and information.

What’s sad is that so many attorneys don’t get it. They don’t build a list, or stay in touch with it. They write big checks for advertising or consultants, instead of investing in their existing relationships.

The people you know, right now, are your biggest source of new business. Invest in them. Find ways to help them. Stay in touch with them.

I’ve hired attorneys before you never contacted me again. If I had a referral, I wouldn’t send it to them because I can’t remember their name.

Hello, is this thing on?

I’ll say it again. Attorney marketing is not difficult. Build a list and stay in touch with it.

You are on my list. I stay in touch with you. You buy my products and services and send me referrals and traffic. Thank you for that. I appreciate it. Of course you do this because I provide you with value. We have a mutually rewarding relationship.

What if I didn’t have a list? I wouldn’t be able to provide you with that value. I couldn’t stay in touch with you.

What if I never wrote to you? Would you remember me? Send me referrals or traffic? Not so much.

Yes, there are other things you (and I) can do to bring in new business. But nothing is more effective, less costly, or easier than building a list and staying in touch with it.

And that’s attorney marketing, in a nutshell.

Use your website to build your list. ThisÂ is all you need.

Filed Under: Client loyalty, List building, Marketing legal services, Newsletters, Referrals, Relationship marketing

How to get more referrals from clients

February 25, 2014 by David M. Ward

What do you think would happen if your first time clients came away from their meeting with you believing that you are amazing? Do you think they might be more likely to stay with you, even though there might be less expensive attorneys in town? Do you think they might be more inclined to send you referrals?

There are lots of ways to “wow” new clients. Here’s one that is both simple and incredibly effective: introduce them to other people in your office.

Take them on a little tour, show them the library and conference room, and introduce them to your partners and staff. Introduce them to the person who answers the phone. Introduce them to the office manager. Introduce them to everyone who will be working on their case.

Make sure everyone shakes hands with the new client, makes eye contact, smiles, and tells them they are happy to meet them.

How many attorneys do this? Very few. How many of any kind of professional or business do this? Same answer. So when you do this, your new clients will see that you are different, that you really care about your clients.

On their way home, the client is thinking about his or her experience. It will forever be imprinted on their brains.

But hold on. You can really hit a home run by following up with a welcome call.

Someone should call the new client later that day or the next day to see if they have any questions, remind them about the next appointment, and tell them to expect a new client welcome kit in the mail. If someone who will be working on their case wasn’t in the office or was with other clients when the new client got the tour, they should also call and introduce themselves.

How much effort does it take to show clients you are amazing? Not much at all. But it only works if do it because you really do about your clients, not because you think it might get you more referrals.

How to get more referrals from clients without asking for referrals: Click here

Filed Under: Client loyalty, Client relations, Referrals

Legal marketing for dummies

February 21, 2014 by David M. Ward

Hope I didn’t just violate a copyright with that title. Hey, maybe the “For Dummies” publisher will ask me to write that book! Ahem, people of the NSA, I know you’re reading this. Could you do me a solid and pass this along for me?

My tax dollars at work.

Anyway, so this is a very simple idea for bringing in some new business. Possibly a lot of new business.

Here’s the lowdown.

You know some good lawyers in other practice areas, right? If not, you need to get out more. But you can use this idea even if you don’t. I’ll explain in a minute.

So, if you’re an estate planner, I want you to call up a divorce or small business or PI lawyer you know and invite them to coffee or lunch. If they insist on asking why you want to meet, tell them you want to talk about referrals. That always gets a lawyer’s juices flowing.

Bring a legal pad, if you still have one, and an open mind. Tell them to do the same.

The purpose of your meeting is to brainstorm some ways you can help each other.

Here are some ideas to get you started:

Send a letter or email to your respective lists, introducing each other
Interview each other for your blogs, newsletters podcasts, or youtube videos
Do guest posts for each other’s blogs or newsletters
Put together a talk, seminar, webinar, teleconference, hangout, or video you could do together
Compare notes about professionals you know who might make a good referral source for each other and introduce each other
Like and re-tweet and share each other’s social media posts
Invite each other to your networking meetings

Got it? Okay, now pick one idea, set a date for completion (if you don’t, we all know it’s not going to happen), and do it. Hold each other accountable for getting your respective parts done.

After that, pick something else on the list and do that.

After that, contact another lawyer you know and do the same thing.

Now, if you don’t know any lawyers in other practice areas, or when you run out of ones you do know, go find some lawyers you don’t know, call them up, introduce yourself, and tell them you want to meet for coffee. If they ask why, tell them you want to talk about referrals.

Of course this isn’t just about referrals. It’s about website traffic and exposure and list building and networking. There are lots of ways professionals can help each other besides referrals. You know this, but are you doing this?

Go get you some marketing partners and some new business.

For more legal marketing for dummies ideas, see The Attorney Marketing Formula

Filed Under: List building, Marketing legal services, Networking, Referral sources, Referrals, Relationship marketing Tagged With: legal marketing for dummies

What if paying referral fees to non-lawyers was legal and ethical?

December 17, 2013 by David M. Ward

Okay, time to put on your thinking cap and take a stroll with me down imagination boulevard.

We know that paying referral fees to non-lawyers is illegal and unethical for most lawyers. Some lawyers flout the rules and pay referral fees under the table. Others, if they were honest, would admit that while they never have paid referral fees, they have been tempted to do so. At some point in our careers, I think most lawyers have at least wondered why the rules are the way they are.

Rather than debate that hot potato, I’d like to ask you to think about what it would be like if the rules were changed. How would your practice be different if it was legal and ethical to offer referral fees to non-lawyers?

For the moment, forget about whether or not you would offer referral fees yourself, think about what might happen if you did.

When you meet someone new at a networking event, for example, instead of courting them and building a relationship, hoping that one day they might send you some business, you could simply tell them what you do and what percentage of your fees you are willing to pay for a referral.

Do you think you would get more referrals?

Ya think?

Your contacts would have dollar signs dancing in their brains. They’d start promoting you to their clients and customers, friends and family. They’d beat the bushes looking for potential clients, wouldn’t they? They’d refer everyone to you, not to other lawyers who don’t offer a referral fee, or who offer significantly less.

You could quickly build an army of referral sources, people not just willing to send you business but actively looking to do so.

You’d be signing up new clients every day of the week. You’d have more business than you could handle.Â What will you do with all that money. . .?

Okay, snap out of it. This isn’t going to happen. Not in our lifetime, anyway. And we don’t want it to happen, do we? Okay, maybe we do, maybe we don’t, but it’s won’t, so forget about it.

Let’s sit down, catch our breath, have a cup of coffee, and consider what we’ve learned.

We’ve learned that people who have the ability to make referrals to us often don’t, and that most people who have referred business in the past could probably refer more.

Where does that leave us? Back at square one. Building relationships, practicing the golden rule, serving our clients and professional contacts. In other words, doing the things we’ve learned about marketing and building a practice.

Your clients and contacts can and will send you lots of business. They will beat the bushes for you and promote you to everyone they know, and they will do this without a financial incentive. Smother them will love and attention, give them more value than they expect, stay in touch with them, and give it time.

Offering cash would be quicker, it’s true. But doing things the old fashioned way works just fine.

The 30 Day Referral Blitz will quickly bring you more referrals without asking for referrals. Click here.

Filed Under: Legal industry, Marketing legal services, Referral sources, Referrals Tagged With: legal ethics, referral fees, referral fees to non-lawyers