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 generationlooking for a way to pay the founder
or another family member a fair price for their stock withouthaving
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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