In an interesting contradiction, the number one technique to generate more new files is also the concept that makes attorneys the most uncomfortable. Throughout the years, numerous studies have shown the most effective way for attorneys to develop more business is through referrals, specifically referrals from other attorneys. Typically, referrals cone from three sources: (1) other attorneys (2) strategic partners (3) current clients. Let’s begin by exploring some beliefs that attorneys hold that keep them from asking for referrals.
- Other people should know I am a good attorney and should give me new files or matters when they arise.
We would all like to believe that our contacts are always thinking about us, but that is almost never the case. Think about how busy you are in your day-to-day life and think about how often you think of referrals, you will need to remind people that you are available and you MUST ASK FOR THE BUSINESS.
- People will think I’m desperate if I ask for business.
Most of the attorneys we have met have a “self-limiting recording” in which they believe their peers and clients will think less of them if they “ask for the business”. When attorneys ask for referrals, they are often surprise by how much their peers will help them. When we ask our clients, “what would happen if someone they knew is respected asked them for referrals,” they always say that they would do whatever they could do to help a client or contact. Why would things be different for you? Our clients are always surprise at how easy it is to ask for referrals when we teach then the most effective way to do it.
- I have nothing to offer in return.
Many times we find that attorneys don’t ask for referrals because they are afraid that they have nothing to offer in return. Sometimes, attorneys are afraid believe it or not to develop referral worth strategic partners because they’re not sure what they can offer in return. People are often surprised when they discover that the referring party’s only expectation is that their client or friends receive the best representation. When you ask for referrals, the other party typically asks for less in return then you would think.
Before we talk about how to ask for referrals you need to ask yourself, “What will it take for me to overcome my fears or discomfort about asking for referrals?” Our clients have found that they cannot over come years of self-limiting records regarding referrals in a week or two. They must move outside their “comfort zone” and constantly work on behaviors to overcome the limiting records listed above. Here are some ways to overcome reluctance to ask for referrals.
- Start with a low risk situation.
Don’t ask for a referral from your biggest client that first time you decide to ask. Start with a long-term client who has stake in your success, or start with a friend or strategic partner.
- Don’t put pressure on the person your approach.
Let your client or referral partner know that it is ok if they can’t think of someone to refer. You don’t want to jeopardize a relationship when you ask for a referral.
- Start by asking how you might be able to help the person you are approaching.
You may find that people are not expecting as much in return as you fear.
Now that we have determined that it is important to ask for referrals, how do you ask without offending or being seen to pushy?
- Develop a list of ideal clients or specific types of clients that you would like to pursue.
It is difficult to successfully ask for, and receive, referrals if you can’t specify the type clients you want to work with and the kind of problems that you can solve.
- Identify natural referral sources for you and your practice.
Make a list of who to contact for referrals. Are there other attorneys or law firms who are a good fit for you? Perhaps there are firms who don’t practice in the same areas that you do and there is potential for mutual referrals. Look for relationships from contacts from law school, your local bar association, or previous employers.
- Identify strategic alliances that can lead to business.
A strategic partner is someone from ca complementary profession whop can lead you to business. Examples may be accountants, financial advisors, professional consultants, trade associations, insurance professionals, or other providers who serve your client base. A great way to start a relationship like this is to ask the other professional “how you can see us helping each other”, and then wait for a response. You may be surprise how easy it is to start a mutual referral relationship with a strategic partner. These partnerships only work if they are two-way.
- When asking clients for referrals. Ask how they are going with your current relationship first.
You don’t want to ask for a referral if your client is not completely satisfied with your relationship. This serves a dual purpose. It allows you to ask for referrals if things are gong well, and it allows us to repair a relationship if our client is not satisfied. If someone is not satisfied, we want to identify that before they end the relationship.
- Don’t pressure someone fro a referral.
When you ask for referrals, you don’t want your contacts to feel uncomfortable, or to believe you are desperate. Make sure when you ask for a referral, you always make the referral source feel comfortable and let them know that it’s is ok if they don’t have a referral for you.
- Follow up with your referral source.
If someone gives you a referral, it is you responsibility to follow up and let him or her know how it worked out. Thank your contact for the referral regardless of the outcome.
The next step is to begin asking for more referrals. It is natural to feel uncomfortable the first few times you ask for a referral. It will take time to overcome some of the self-limiting records that I talked about in this tip. If you are still uncomfortable with the idea of asking for referrals, just think about the nest case and worst-case scenarios.
