If you treat them right, many of your clients will tell others about their great experiences with you. They’ll also give you referrals, post positive reviews, send traffic to your website, promote your events, and otherwise help your practice grow.
But not everyone will do that.
Some clients don’t know you want this kind of help. (True). Some don’t want to “share” you with others. (Also true). Some are willing to help, but don’t know what to say or do.
And some won’t do anything, even if they love you to pieces. Just the way it is.
So that’s it? You take what you get? Do good work and hope for the best?
Negatory.
While organic word-of-mouth is best, there are things you can do to get more clients to talk about you and (directly or indirectly), send you more business.
First on that list is to educate clients, prospects, and professional contacts about you.
They know some things; make sure they know more.
Inform them about all of your practice areas, services, and offers. Your clients might not need something, but talk to someone who does.
Tell them why your clients get better or quicker outcomes from you, or other features and benefits not available from other lawyers.
Share your success stories, testimonials, and reviews, showing how you’ve helped others, why they chose you, why they would hire you again, and why they recommend you to others.
Tell them about endorsements you’ve received from other lawyers and judges, business leaders and respected individuals in your niche or local market. Tell them about your awards, the books you’ve written, and your speaking and writing credits.
Second, when someone does something nice for you, e.g., referral, review, etc., go out of your way to acknowledge them (publicly, if appropriate), and genuinely express your gratitude.
That doesn’t mean a form letter.
Send a hand-written thank you note. Say something nice about the friend or client they referred. Take them out to lunch or send them a small gift—a book is a good choice.
Show how much you appreciate what they’ve done and they’ll be more likely to do it again.
Third, make it easier for them to spread the word. Equip them with language they can use to describe what you do and for whom you do it. Give them handouts, links to your best blog posts or articles, forms and checklists they can share.
Fourth, do all the above more than once. Because people forget and because over time, they make new contacts who haven’t yet heard about you.
Finally, do what you can to make it more likely that prospective clients and referral sources hear your name from others, so that when your client mentions your name to them, they’ll recognize that name.
The simplest way to do this? Niche marketing. Go deep into business or industry groups, for example (even if you don’t handle business matters), because word-of-mouth is strong in niche markets.
For more about how to stimulate word-of-mouth, get this
