Two guys in a corner booth:
GUY NO. ONE: Hey, if you need a lawyer, you should talk to mine. He’s great.
GUY NO TWO:Â I’m really happy with my lawyer. I can’t imagine ever leaving him.
ONE:Â My lawyer has tons of experience. He always gets the work done on time, and always keeps me informed. His bills are are reasonable and easy to understand. And, I like the guy. I trust him and we get along great.
TWO: Well, it sounds like you’ve got a pretty good lawyer. But is that all he does for you?
ONE: What do you mean, is that all he does? What else is there?
TWO: Well, my lawyer does everything you described but he also sends me referrals. I get new business from him just about every month. In fact, I earn enough profit on the business he sends me to pay his entire bill. It’s like getting his services for free. Does your lawyer send you referrals?
ONE: Well, no. But I get my money’s work from him and I’m happy with that.
TWO: I’m glad you’re happy. Oh, my lawyer has also introduced me to some of his buddies–an accountant, a financial planner, and two insurance brokers, and they all send me business. My business has grown 30% in the last six months, just from their referrals. How about your lawyer? Does he endorse you to his professional contacts?
ONE: He sent me a link to an insurance agent’s website once.
TWO:Â I almost forgot, my lawyer represents one of the board members of the International Widget Manufacturers Association. He recommended me as a speaker at their national convention. I can’t tell you how many doors that has opened for me.
ONE:Â Uh, could I get your lawyer’s card?
Clients expect you to do good work and bill fairly. If you want to stand out, you have to do more.
How can you help your business clients beyond your core services? Referrals? Promoting their business to your list and on social media? Introducing them to others who can help them?
How about non-business clients? Could you help them get a better deal on a car, a mortgage, or kitchen remodel? Could you support their favorite cause or charity? Sponsor their kid’s baseball team? Could you teach them how to buy the right insurance coverage?
Do more for your clients than other lawyers do for their clients. Then your clients will tell others, “My lawyer is better than your lawyer.”
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Brilliant post David! Sharing this week and can’t wait to refer business your way 🙂
Concise yet illustrative example of the new lawyer paradigms.
In a few days, David, I will give a live talk about productivity and self-organization to some tenths of your spanish collegues.
I’ll talk them about this and other posts of attorneymarketing.