Maximizing referrals for your law firm

New technologies have transformed many business disciplines in recent decades. Marketing, more than any other seems to be continually on the verge of reinventing itself thanks to this or that new technology. Forums and bulletin boards, web sites, social media, Twitter, Facebook, mobile, Foursquare check-ins, QR codes – you name it and marketing seems to be on the cutting edge of the digital technology revolution.

With all these changes, it’s exceedingly easy to fall prey to the shiny object syndrome. Like a hyperactive 14 year old girl at a Jonas Brothers concert, it’s easy to continually chase the next shiny object, our attention flitting from this new find to that. Unfortunately, these new technologies rarely match the marketing power of some of the tried and true disciplines. There is no doubt that they are all very powerful tools. However, ask most lawyers where the majority of their business comes from and they will likely answer either word of mouth or referral.

You might find it strange that a company focused on driving leads to lawyers online would be blogging about offline business generation tactics. We don’t. We believe in advocating things that work. And referrals work – plain and simple.

Here are some tips and tricks to ensure you are getting the best referral bang from your relationship buck.

1. ASK! The biggest area for improvement for most lawyers and law firms is to simply ask your clients for referrals! Ask them when they are on-boarding with your firm. Ask them again when you are concluding their matter for them. “Hey John. Thank you for your business. I’d like to remind you that referrals are the lifeblood of our practice. If you run across anyone that could benefit from our services, I’d be very grateful if you would send them our way.” It really is that simple.
2. Stay in touch. Lawyers are in a bit of a pickle because most people need your services once every decade or two, unless you’re a criminal lawyer who happens to represent a high strung wide receiver. So how do you stay in front of your former clients so they will refer their friends and colleagues your way? I recommend a quarterly email newsletter. It’s an effective and inexpensive way to stay top of mind with your client base.
3. Say thank you. Be sure to remember to thank your current referral network. Everyone remembers to say “thank you” at the time of the referral. What about at quarterly touch base phone call or e-mail?
4. Add value to your network. Don’t just take, take, take. Remember to reciprocate by referring your clients to back to your referral sources. Another good idea is to host a small group lunch once a month that includes multiple people inside your network of referral sources. Introduce them to each other! Become a conduit through which even more referral business flows. You’ll stay top of mind and be an even more valuable resource to your network.
5. Add new referral sources. It’s important to continually be adding new and viable referral sources to your network. I recommend contacting service providers who offer a complimentary service to your own. Financial planner, real estate agents and other consultants and counselors make great referral sources, depending on your practice area.
6. Update your Signature Line & Business Card. Business cards and signature lines are great opportunities to remind people what you do. Be as descriptive as your state bar will allow you to be. “Attorney at Law” doesn’t communicate your experience. You might also consider carrying multiple different business cards depending on your various practice areas.

With these six tips, you should be ready to accelerate your referral base as we head into 2012. What about you? What have you found effective at generating new referrals for your practice? Any tips you’d like to share?

Image courtesy of OliBac licensed via Creative Commons.

Sean McGinnis

Sean McGinnis is VP Sales & Marketing at DotCO Law Marketing. Sean has been an internet geek for over 12 years and founded one of the earliest DVD Review sites on the web, DVD Verdict. He also spent nearly a decade working for Findlaw as an Internet Marketing Consultant, Regional Manager and SEO Manager.

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