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Referrals are a great source of new business.
In fact, other than getting more work from existing
clients, they are the best source of new business.
Referrals are such an effective business development
strategy because they make it easier to build
the trust that is so critical in selling an intangible
like legal services. You gain a measure of "reflected
trust" when you are referred. The prospective
client transfers their good feelings about the
person who recommended you onto you. This makes
the sales process smoother and more efficient
and the early stages of the relationship more
rewarding.
When you learn to ask for referrals in the right
way, you'll be rewarded with both an increase
in new business and better client relationships.
| And yet, most lawyers don't actively seek
referrals, leaving them with a vast, untapped
marketing goldmine. Most lawyers assume
that if a satisfied client or good friend
hears of someone who needs their services,
the client or friend will mention them.
This happens less often than you would like. |
Even for those who do ask for referrals, the
typical request goes something like this: "If
you hear of anyone who needs my services, I hope
you'll keep me in mind."
There are at least two problems with this "ask":
- The person being "asked" is probably
a busy professional with lots on their plate.
Keeping someone in mind for a referral is likely
not very high on their "to do" list.
- The person being "asked" probably
doesn't have a clear idea of what a great referral
would look like even if he or she were inclined
to help.
Instead of using a vague "ask," try
an "ask" which creates a clear picture
of the person you would like referred to you and
exactly what you are asking the referral source
to do on your behalf.
An effective "ask" has two elements:
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A clear statement describing who you
are looking for as clients. How do potential
referral sources know if they know or
meet someone who you would like to have
referred to you?
The more specific, the better: "The
head of regulatory affairs at a medical
device company" is much clearer than
asking to be referred to "someone who
needs FDA expertise."
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For example, one of my clients, an ESOP
lawyer, developed a clear "picture"
of who would be a great referral for her:
"A family owned business transferring
the business to the next generation, looking
for a way to pay the founder or another
family member a fair price for their stock
without having to sell the company to
a third party."
With this description, she didn't have
to go into arcane details about ESOPs in
order for a listenerto know if he or she
knew someone who would be a good referral
for her.
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A clear statement of the help you are
asking for. Again, the clearer you are
about what you're looking for, the more
likely it is that you'll get what you
want.
Do you want to be introduced to a specific
person? Would you like the referral source
to set up a lunch with the three of you?
Do you want her OK to use her name when
you call the prospect? Do you want to know
who else she knows within a particular professional
organization who might need your services?
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For example, a client who exclusively represents
lawyers and law firms asked members of her
Roundtable group to forward an invitation
for a seminar her firm was sponsoring on
to their managing partners. Virtually everyone
agreed to do it.
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One way to construct your "ask" (and
my favorite) is to say something like:
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"If you were in my shoes and were
interested in growing your practice among
real estate developers in Boston, how would
you go about doing it?"
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This "ask" is effective because it's
easy for you to deliver and it's comfortable for
the person being asked. If they're not interested
in helping, you can gracefully change the subject
when they answer, "I have no idea."
If they *are* interested in helping, however,
not only will they give you
great ideas, but they will also often help by
giving you specific names or making a call on
your behalf.
Referrals can be the keystone for growing your
practice, if only you ask!
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