Every attorney wants to know how to get more referrals. We love ’em, don’t we? They are good for our egos as well as our bank accounts. No matter how many referrals we get we always want more.
So, how do you get more referrals? Mostly, by focusing on three fundamental concepts:
1. Give first
You can get referrals simply because you are good at what you do. Someone needs your help, someone else knows what you do, and the next thing you know, a new client is referred to you. It happens every day.
If you want to get even more referrals, however, you should develop the habit of giving clients more value than they expect or have paid for. Truly serve them. Smother them with attention. Thrill and delight them.
When you do, you invoke the law of reciprocity. Your clients will feel psychologically compelled to reciprocate. That means that not only will they be willing to refer clients, they will often go out of their way to look for them. They owe you. They NEED to reciprocate. And they will.
The same goes for your professional contacts. If you want their referrals, give them referrals first. And look for other ways you can help them. Provide information. Make introductions. Help them solve their problems and achieve their objectives. They too will reciprocate.
But here’s the thing. You cannot give with the expectation of return. You have to give because it is a part of who you are, not the first step in a quid pro quo exchange.
Yes, there will be clients and professional contacts who don’t reciprocate. That’s okay. The more you give, the more you will get, just not necessarily from the people to whom you give.
Call it Karma or The Law of Attraction. When you give, freely and generously, because it makes you feel good to do so, you will attract more referrals. But you will be doubly blessed because you will also experience the joy of giving.
2. Tell people what you want
Make sure your clients and professional contacts know who would be a good referral for you. Educate them about your “ideal client”.
Post articles that describe your ideal client on your website. Link to them in your emails. Print copies and put them in your “new client kit” and in your waiting room.
Be specific about the legal issues and other characteristics of your ideal clients. Describe them by occupation, industry, or background. The more specific you are, the easier it will be for your clients and contacts to recognize a good referral.
Share stories about your ideal clients. Let clients see, in their mind’s eye, what your best clients look like. Every time you share a client success story or case study, not only will people be reminded about the kinds of problems you solve, they will also be reminded to be on the lookout for people like the clients in your stories.
3. Ask for help
Many studies have shown that professionals who ask for referrals, get more referrals.
You can ask directly or indirectly.
Asking directly means speaking to a client or contact and asking, “Who do you know who. . .?” followed by a description of your ideal client. Or, describing your ideal client first and asking people to keep you in mind if they meet someone who fits that description.
Asking indirectly means having someone in your office asking those questions, or, posting that information on your website, in your emails, and in other marketing collateral.
But you don’t have to ask specifically for referrals in order to get referrals. You can ask for other kinds of help.
Ask your clients to refer people to your website, where they can get lots of information about their legal issues and available solutions. Ask them to Like or mention your page, effectively referring that page to their friends and followers. Ask them to forward your report to people they know. Or ask them to invite people to your webinar or seminar.
Ask people to help you, and they will. Especially if you have helped them first.
The Attorney Marketing Formula will help you create a profile of your ideal client. Get the details here.
