Do you remember the Billy Crystal movie, “City Slickers”? There is a scene where Jack Palance’s character, Curly, is about to tell Mitch (Crystal) the secret to life? “There’s just ONE thing,” Curly says, holding up one finger. All eyes are fixed on Palance. What will he say? What is the “one thing”?
Curly never does answer. When I saw the scene, I thought he would say, “That’s what you have to figure out”. That’s your quest. Figure out the one thing and everything else will take care of itself.
I don’t know if that’s what he meant, but it makes me wonder, is there “one thing” for building a successful law practice? One thing that can take a lawyer from where they are to where they want to be?
Yes there is. For most lawyers in private practice, the one thing that would make all the difference is getting more clients.
Getting better clients is important, of course, and should be on every lawyer’s to-do list. But for both short term and long term success, getting more clients is the one thing that changes everything.
More clients means more money. More money allows you to improve your lifestyle. More money means you are able to help more people and leave the world a better place.
Yes or yes?
Okay, so more clients is the main ingredient. With a side dish of better clients. The next question, of course, is what’s the one thing about getting more clients?
You know the answer to that, amigo. It’s marketing. That’s how we get clients, after all.
But marketing is big and scary. There are too many variables. I don’t know what to do. Tell me, is there “one thing” about marketing?
Hold on, now, you want me to sort through everything there is to know about marketing professional services and tell you the “one thing”?
Okay, I will.
It’s referrals. Get referrals right and you may not have to do much of anything else.
Referrals have always been the number one way clients find attorneys and it still is today. The Internet is important, vital even for many types of practice, but it’s number two on the list.
Okay, now we’re getting somewhere. To build a successful law practice, referrals are king. But. . . but. . . what’s the “one thing” about getting referrals?
You ask a lot of questions, Chachi. No worries. That’s what I’m here for.
Anyway, whether it’s referrals from clients, other professionals, or anyone else, the one thing, the Holy Grail about getting referrals is. . . delivering value.
Not just doing good work and treating people with respect. That’s expected. That’s the standard of care. Every lawyer should do that, and most lawyers do. No, if you want to get more referrals and stand out from the crowd, you have to do what most lawyers don’t do.
You have to do more than do your job.
The lawyers who get the most referrals are the lawyers who do things for their clients and contacts that transcend their work and their professional relationships. They help them, unselfishly, without being asked and without expecting anything in return.
Yes, the golden rule.
There, I said it. Call me a sentimental fool, but there you go. Help others, give to others, treat others the way you would like to be treated.
What’s the “one thing” when it comes to the golden rule?
That’s what you have to figure out.
