How to get more referrals from clients

February 25, 2014 by
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What do you think would happen if your first time clients came away from their meeting with you believing that you are amazing? Do you think they might be more likely to stay with you, even though there might be less expensive attorneys in town? Do you think they might be more inclined to send you referrals?

There are lots of ways to “wow” new clients. Here’s one that is both simple and incredibly effective: introduce them to other people in your office.

Take them on a little tour, show them the library and conference room, and introduce them to your partners and staff. Introduce them to the person who answers the phone. Introduce them to the office manager. Introduce them to everyone who will be working on their case.

Make sure everyone shakes hands with the new client, makes eye contact, smiles, and tells them they are happy to meet them.

How many attorneys do this? Very few. How many of any kind of professional or business do this? Same answer. So when you do this, your new clients will see that you are different, that you really care about your clients.

On their way home, the client is thinking about his or her experience. It will forever be imprinted on their brains.

But hold on. You can really hit a home run by following up with a welcome call.

Someone should call the new client later that day or the next day to see if they have any questions, remind them about the next appointment, and tell them to expect a new client welcome kit in the mail. If someone who will be working on their case wasn’t in the office or was with other clients when the new client got the tour, they should also call and introduce themselves.

How much effort does it take to show clients you are amazing? Not much at all. But it only works if do it because you really do about your clients, not because you think it might get you more referrals.

How to get more referrals from clients without asking for referrals: Click here

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Filed Under: Client loyalty, Client relations, Referrals

Do you love your clients?

February 14, 2014 by
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Do you love your clients? You do? Wow, that’s a bit creepy. Don’t they have rules against that in your state?

Like your clients, sure. Care about, appreciate them, respect them, yes, yes, and yes. But not so quick with the love glue-gunnin.

Let’s reserve the Valentine’s for loved ones, okay? And your dog, if you must. But not the clients.

But, here’s the thing. When was the last time you told a client you cared about them?

You don’t have to get all weepy or anything. You’ll just embarrass them, and yourself. In fact, you really don’t have to say anything at all. You can let them know in little ways. Like calling them, off the clock, just to say hello. Like remembering the names of their kids. Like sending them a hand written thank you note when they send you a referral.

I’ve hired attorneys. Doctors, dentists, too. Most of them get it wrong. Oh, they go through the motions of being friendly and treating me like a person, instead of an account. But you can tell, they’ve got other things on their mind.

Look me in the eyes, please. Take an extra few seconds to listen. Laugh at my dumb jokes, and maybe tell me one of your own.

Yes, I know you’ve got other clients in the waiting room, but I’m here in the office, right now. Me. Make me feel like I’m your only client, just for a few seconds.

I came to you because I heard you’re good at your job. That’s important to me. If you do good work, I’ll probably come back.

But what if you went a wee bit further and made me feel special? Like you truly enjoyed meeting me. And you appreciate having me as a client and you know that without me and others like me, your kids wouldn’t go to a nice school.

Then, I might do more than come back. I might become a big fan and go out of my way to tell others about how great you are, not just as a clinician, but as a person. Someone special. Someone I care about. Someone the world needs to know about.

I won’t send you flowers or candy, but I might help you fill your waiting room with clients.

Your bill is one of your most valuable marketing tools. Click here to learn why.

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Filed Under: Client loyalty, Client relations, Law office management

Help me if you can I’m feeling down

January 27, 2014 by
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Actually, I’m fine. Just singin me some Beatles and thinking about how difficult it is for folks to ask for help. It’s an ego thing. We don’t want to appear weak. So we don’t ask, and when help is offered, we often turn it down.

But people want to help. It makes them feel good. I know this because I know how good it feels when I help others.

So we should ask each other for help more often. It’s good for them and good for you.

You can get just about anything you want just by asking. You can ask your clients for all kinds of help. You can ask the readers of your newsletter, personal friends, professional contacts, anyone, including strangers.

What do you want? Whatever it is, someone can help you get it.

  • referrals
  • information
  • advice
  • introductions
  • copies (forms, letters, checklists)
  • recommendations (products, software, books)
  • time (as a volunteer)
  • testimonials
  • someone to talk to
  • donations (to your cause)
  • write a guest post or allow you to write one
  • invite you to their next networking event
  • speak at their event
  • pass out your cards, reports
  • feedback
  • mentoring
  • Likes, Re-tweets, and Shares
  • a ride to the airport

Just about anything.

Time out. Take a break. Sing along with me and the Fab Four:

When I was younger,
So much younger than today
I never needed anybody’s
Help in any way
But now those days are gone
I’m not so self assured
Now I find, I’ve changed my mind
I’ve opened up the door

Help me if you can,
I’m feeling down
And I do, appreciate you being round
Help me get my feet back on the ground
Won’t you please, please help me

And now my life has changed
In oh so many ways
My independence seems to vanish in the haze
But every now and then
I feel so insecure
I know that I just need you
Like I’ve never done before

Okay, you may need some help asking for help. You’re out of practice. You haven’t asked for help since you needed Mom to tie your shoes. How do you get started?

First, make a list of what you want. Big things, little things, and everything in between. What could you ask for? Write down as many things as you can think of that would make your life better.

Next, write down the names of people you know who could help you get the things on your list. Match people with tasks suited to their interests, strengths, and resources. (Later, when you get better at asking, you can ask strangers.)

Then, choose something, contact someone and ask for help. Be direct. Tell them why you’re asking them.

Compliment them if possible. Tell them you value their feedback or insights, or value them as a friend or client and know you can count on them.

Start with something small, and easy. Something that’s hard to turn down. Have them read something you wrote, for example, and tell you what you think. Or ask them to recommend a good movie. Be specific. “Would you introduce me to your life insurance agent?” is better than “Would you introduce me to some professionals?”

You start small to get used to asking. Get over your resistance and see that people are willing to help. See how good it feels when they say yes.

Later, you’ll graduate to bigger things. Eventually, you’ll get good at asking. And you’ll be amazed at how much people are willing to do.

You may also surprise yourself at how much you have to give others. When people do for you, you will feel obliged to do something for them. When you do, you’ll feel good about that. You’ll want to do more. The more you do, the more others will want to do for you.

And so it goes. Help begets help.

If you’re having trouble asking, start by offering. Call someone, find out what they need and help them get it.

Years ago, I read, “The Aladdin Factor: How to Ask For and Get What You Want in Every Area of Your Life” a book by Jack Canfield and Mark Victor Hansen, the team that brought you “Chicken Soup for the Soul” and its progeny. If you’re interested in this topic and you like inspiring stories about people who experienced amazing changes in their lives by asking for help, you should pick up a copy.

Okay, now I’m going to ask you a favor. If you like this post, would you forward it to someone you care about? Thank you. I knew I could count on you. Now, what can I do for you?

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Filed Under: Client loyalty, Client relations, Communication, Inspiration, Marketing legal services, Personal development, Relationship marketing Tagged With: ,

Why some attorneys earn more than you do

January 16, 2014 by
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With my CLE compliance deadline approaching (I finshed, thanks for asking), I’m being inundated with emails offering all manor of courses. I noticed that some companies charge much more than others. In fact, prices are all over the place. I could get all 25 credits for $299 or for $60. Are one company’s courses five times better than another’s? Probably not.

So why would attorneys pay more for something they could easily get for less?

Because some companies are well known to them and have good reputations. Lawyers will order from a familiar company because it’s safe. They don’t need to check them out. Click, order, done. They may realize they are paying more but the convenience and peace of mind are worth it.

I’m sure some attorneys equate a higher price with higher quality. They assume that by paying more they’re getting better courses. Or conversely, that if they pay a low price they will get inferior quality.

Other attorneys simply don’t want to take the time to shop around. They’re busy.

Still others never considered looking at anything else. They simply order from the company they ordered from the last time. They are a satisfied customer. When they get an email from “their company,” they just order.

Make sense?

Well guess what? The same things are true for buying legal services. People will pay more to hire an attorney who is well known to them or who comes through a referral. They will pay more to attorneys who make it easy and convenient to hire them. They will pay more because they believe they are getting more value than they would get from a “cheaper” attorney.

Yes, some clients shop price. You don’t want them. You want the low-hanging fruit, the clients who are willing to pay more for intangibles that are important to them.

And that’s why some attorneys earn more than you do for the same services.

Want to get paid more? Get the Check: Stress-Free Legal Billing and Collection shows you how.

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Filed Under: Attorneys fees, Client loyalty, Fees and Billing, Increase your income, Legal industry, Marketing legal services

Get more referrals with client appreciation dinners

December 16, 2013 by
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Client appreciation dinners are a great way to recognize your best clients and thank them for their loyalty. Basically, you invite them to a free dinner where you present awards and gifts, introduce them to other clients in their niche, and enjoy a good meal.

You might have guest speakers, who may be willing to co-sponsor the event. You might invite your clients to bring guests. Or you can keep the evening information-free and pitch-free and just have a good time.

A Facebook friend of mine, a Realtor, mentioned his firm’s upcoming “Top Referring Client Appreciation Dinner.” I thought that was a smart variation on the idea because his clients have to do something to get invited to the dinner.

There’s a little bit of competition involved. Clients hear about the event and want to come. After the dinner, they see photos on your website and do their best to get invited the following year. Those who do attend will work hard to make the guest list again the following year. They’ll also talk about the dinner to their friends and colleagues.

Of course it also allows the host to promote the subject of referrals to all of their clients indirectly, by simply talking about the dinner.

Nice.

When you recognize good behavior (referrals), you reinforce that behavior and it tends to be repeated. When you recognize that behavior publicly (dinners), many of those who didn’t get recognized (invited) will change their behavior so they can be included the next time.

The bottom line is that you get more referrals, not just from those who make the grade as “top referrers” but from everyone. Your top referrer may send you ten clients, but you may have 100 clients who send you one or two.

If you can’t or don’t want to do a client appreciation dinner (criminal defense lawyers, I’m talking to you), how about a dinner for professionals? Invite your best referral sources and recognize them for their efforts. You can do this even if you do sponsor a client dinner.

If a client or referral source appreciation dinner isn’t in your budget right now, consider a breakfast or luncheon. Or, invite your best referring client or referral source out to dinner, just the two of you, to say thank you for their support throughout the year. Next year, you can invite a few more.

Want another way to get more referrals without asking for referrals? Here it is.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Referral sources, Referrals Tagged With: , , ,

What if you never met anyone new?

October 4, 2013 by
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Did you hear about the imaginary new law? It says that one year from today, lawyers will no longer be allowed to meet new people. No networking, no advertising, no social media, no speaking or writing or anything else. Whoever you know one year from today is it.

Disastrous? One more law that needs to be overturned?

Not really. The law doesn’t say you can’t get referrals. The people you know can still send business and introduce you to people they know.

The law simply says that you can’t, on your own, meet anyone new.

(Are you still with me on this imaginary sojourn? I hope so. I do have a point.)

Now, knowing that this law will take effect in exactly one year, what would you?

Would you meet some new people as quickly as possible? You probably would.

Would you do everything you could to meet more well connected, influential people in your target market? Yeah, that would make sense.

Would you also work hard to strengthen your existing relationships? I’m thinking that’s a yes.

If one year from today you could not, on your own, meet anyone knew, I think it’s safe to assume you would have a sense of urgency about improving and growing your existing network of contacts. The question is, at some point, would you have enough?

Would you know enough people to sustain your practice ad infinitem? Could you survive and thrive solely on their repeat business, referrals, and introductions?

Yes.

No matter what kind of practice you have, if enough people know, like, and trust you, and you treat them right and stay in touch with them, your financial future should be golden.

And hey, enough doesn’t mean thousands. 50 or 100 people will probably do the trick for most lawyers, assuming those people aren’t hermits. In fact, five or ten good referral sources can keep you very busy. Remember, you will also get referrals from the new clients they send you and referrals from those clients, too.

It’s not about who you know. It’s about who they know.

Anyway, even though you may already have enough people in your existing network, you probably should go find some new contacts before the new law goes into effect. I know, it’s imaginary, but if you pretend that it’s not, in a year, you’ll be a very happy lawyer.

Want more referrals? Try this.

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Filed Under: Client loyalty, Leverage, Marketing legal services, Referral sources, Referrals, Relationship marketing

Creating an operations manual for your law practice

October 1, 2013 by
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Early in my career I rented space from an attorney who had a very lucrative high volume personal injury practice.

He had half a dozen employees, including one attorney, and everything ran very smoothly. The office was busy but quiet. Everything was orderly. They never seemed to miss deadlines or suffer a major crisis.

One reason why the office was so successful was that the attorney had prepared an operations manual. Every aspect of the practice was documented. Every employee knew what they were supposed to do.

He created the manual, I was told, so that if someone quit or went on maternity leave or got sick, the new hire or temp would be able to quickly get up to speed.

The manual explained how to open a new file, how to close a file, and everything in between. There were forms and checklists for every stage of the case, and fill-in-the-blank form letters, too. The calendaring procedure was spelled out in detail.

As a result, nothing fell through the cracks. The cases got worked and settled or tried. Things moved quickly. Mistakes were rare.

I never saw the actual manual but hearing about it inspired me to create my own. I started by making extra copies of every letter I wrote and putting them in a separate file. I created checklists for repetitive tasks. I asked other attorneys I knew for copies of their forms and form letters and re-wrote them to suit my style and work flow.

I was also able to build a sizable practice with a relatively small staff, in part, because of my manual.

One of the benefits of going through this process is that it forces you to think about everything you do, allowing you to find ways to do them better. You find holes in your procedures, places where mistakes can happen, and you can patch them. You find wasteful tasks and can eliminate them. You see opportunities for doing things faster.

You also find ways to improve client relations. For example, you may discover gaps in communicating progress to clients about their case, or find ways to make their experience less stressful. Repeat business and referrals will increase because you always send welcome letters and thank you letters and remember clients’ birthdays.

The bottom line is that creating an operations manual for your law practice will save time, save money, help you avoid errors (and malpractice claims), and make your practice run more smoothly and more profitably.

If you don’t have an operations manual for your practice, I encourage you to start one. If you have staff, enlist their aid. If you do have a manual, make a note to review it periodically, so you can update it with changes in the law, new forms, and new ideas.

You’ll thank me later.

For more on creating an operations manual, see The Attorney Marketing Formula

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Filed Under: Career satisfaction, Client loyalty, Client relations, Communication, Increase your income, Law office management, Marketing legal services, Productivity Tagged With: , , , , ,

When was the last time a client made you cry?

September 27, 2013 by
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You say you care about your clients but is this really true?

Do you comfort them when they are afraid? Do you offer a shoulder to cry on when they are in pain? Do you offer them hope for a better future when they despair?

Many lawyers go through the motions with their clients, saying things that need to be said but not really meaning it. I know, you can’t do a good job for your clients if you fall apart emotionally. But I also know you can’t do a good job for your clients if you don’t feel anything.

Being a lawyer is about getting results, but even more, it’s about making people feel that you will do everything you can to help them, not because they paid you to do so but because you truly care about them.

You can’t fake it. Leadership author John C. Maxwell said, “People may hear your words, but they feel your attitude.”

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Filed Under: Client loyalty, Client relations, Communication, Personal development

Word of mouth referrals

September 16, 2013 by
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I saw a movie last weekend about an ethnic restaurant on the brink of bankruptcy. The manager met a quirky man, driving a taxi, who claimed to have been a great chef in the old country. Desperate to turn things around, he hired the man and crossed his fingers.

Turns out the chef really was good and business started to pick up.

One customer, an older woman, told the manager she loved the food and would tell everyone about the restaurant. Her husband added, “. . .and she knows everyone”.

Apparently, the woman did know everyone because the restaurant suddenly got very busy. When a food critic gave the place a glowing review, there were lines around the block, two hours before the place opened.

The woman was a connector. She was influential. And because she knew a lot of other influential people, if she thought you were good, the world would quickly hear about it.

What if you had a client like that, a connector who really loved what you did for them? Before you knew it, word of mouth referrals would bring you a waiting room full of new clients.

The thing is, people don’t wear a sign to identify themselves as a connector. It could be anyone. It could be that unassuming older lady sitting in your waiting room right now. If she likes you, your practice is made.

Okay, you may never have a client like that. Or, you may have someone next week. So you do a great job for everyone, because you never know who they are.

Yes, I know you would do that anyway. Because it’s the right thing to do and because it’s who you are. You don’t treat big shots any differently than regular folks.

Here’s the thing. Regular folks can also bring you a lot of business. They may not be connectors who can tell the world about you, but they can refer you a new client, and that client can do the same.

I often took small, unprofitable cases. I didn’t make any money on those cases but my business model was based on serving clients, it was not based on the viability of any one case. I helped my clients with small cases and they came back with big ones.

In a sense, every client is a connector. You may never get a five star review, there may never be a two hour line to get into your waiting room, but treat everyone right and you will have a never ending supply of new business.

Get more clients. Get The Attorney Marketing Formula.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Referrals Tagged With: , , ,

How often should I write to my clients and prospects?

September 13, 2013 by
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When it comes to writing clients and prospects, many lawyers are worried about writing too often. Instead, they should be worried about not writing often enough.

You need to stay in touch with people on your lists, to remind them that you are still around, and still available to solve legal problems. They need to continually see your name and think nice thoughts about you, so that when they have a legal problem, or know someone who does, you’ll be “in their minds and in their mailboxes”.

The more often you write, the more business you’ll get.

Is there such a thing as too much or too often?

Sure. If you write boring, self-serving crappola, once is too much.

On the other hand, if you send interesting, helpful information that your clients and prospects want to read, you almost can’t write too often.

Let’s not make this more complicated than it needs to be. Make a vow to send high quality information, interesting stories, and valuable resources to the people on your list. Then, pick a schedule and stick to it.

Write often. It doesn’t have to be long. A few paragraphs is enough if that’s all you have to say. Link to an article or video you thought they would like to see and tell them why. Tell them about a change in the law that might affect them. Give them a few tips.

Instead of a monthly newsletter with several articles, send one article once a week. That gives you four opportunities to connect, and shorter articles probably have a better chance of being read instead of set aside “for later” and never opened.

Actually, it really doesn’t matter if they read what you write. What’s important is that they see your name. Better once a week than once in awhile.

If you want hundreds of ideas for articles, blogs posts, and emails, get this.

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Filed Under: Blogging, Client loyalty, Communication, Email, Marketing legal services, Newsletters, Online Marketing, Referrals Tagged With: , ,
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