You only practice in one state or province or country. You can’t do legal work outside of your jurisdiction. So why should you pay attention to anything elsewhere? Because we live in a global society.
Every day, people move into and out of your city. New arrivals in your city will need an attorney. Some research attorneys before they move. If someone in Los Angeles is being transferred to New York where you practice, they might find you online long before they arrive in town.
Others will ask their attorney, CPA or other professional (in LA) if they know any lawyers in New York. If you have a relationship with those professionals, there’s a good chance that you’ll get the nod. But even if you don’t have a relationship, many professionals will go online to find an attorney in another city to whom they can refer their client.
It happens all the time, even when nobody is moving. People ask people if they know an attorney in LA or NY or Houston or Miami, because their aunt or cousin or business partner has asked them and they thought you might be able to help.
When you send referrals to attorneys in other parts of the country, or other countries, those attorneys will be inclined to send their referrals to you. The same is true of other professionals and businesses.
A law practice is a local business but from a marketing perspective, it is also a global business.
No matter where you practice, you need a strong online presence. You never know when someone in a country you’ve never heard of might be looking for an attorney in your town.
You also need to reach out to professionals and businesses in other parts of the world so that when a client or professional contact asks you if you know a real estate agent, insurance broker, CPA, or lawyer in another city you can give them a referral.
The more referrals you give, the more you will eventually get. But where do you start?
Well, you could pick a city and pick a profession and ask your contacts if they know someone in xyz who does abc, or you could go online and find someone yourself. Then, when someone asks for a referral to someone in xyz who does abc, you’ll have someone. But this is too slow. I suggest you do things in reverse.
Start by announcing to your clients and contacts that you have connections throughout the country–in law, real estate, banking, insurance, and businesses of all kinds. Encourage them to come to you when they need a referral or know someone who does.
When someone asks for a referral, go find someone. The urgency of having someone who needs that referral will force you to find someone fast. But now, instead of merely introducing yourself and saying you hope the two of you can do some business together some day, you’ll actually have someone ready to refer.
It’s called “working smarter” for a reason.
Want to know more ways to work with other professionals and get more referrals? Get The Attorney Marketing Formula and find out.
I thought this kind of thinking was a bit of hype, until I saw it working for me (not that I set out to do it intentionally). But I didn’t see the point of pursuing other professionals outside my jurisdiction–great suggestion, thank you.