Who’s on your marketing shopping list?

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You want new clients. Okay, what kind? Write down a description of your ideal client. Do the same thing for your ideal referral source. And be specific.

Great. You’ve got yourself a shopping list. With people on it.

Why is this a good idea? Because by identifying who you want to come into your life, you are more likely to find them.

Instead of networking “anywhere,” you’ll go to events likely to be inhabited by your ideal client and the people who can refer him.

Instead of writing articles and posts that target “everyone” with a legal problem you handle, you’ll write posts tailored to the specific types of clients you want to attract.

Instead of waiting for things to happen, your shopping list will help you make things happen. When your list says, “commercial leasing broker on the Westside,” for example, that’s who you’ll find.

It works like this: once you get specific about who you want, your reticular activating system (RAS) sifts through the mountain of input you encounter each day, looking for clues, and alerting you when it finds them. All of sudden, you start seeing Westside commercial brokers everywhere.

You’ll look at their websites and social media profiles and learn about them. You might identify a mutual acquaintance who can introduce you. Or you might send them the article you wrote about issues important to commercial real estate brokers on the Westside. Before you know it, you’ll be meeting for coffee and finding ways to work together.

Can’t this happen without a list? Of course. But the odds of finding precisely the kinds of professional contacts or clients you want to meet, at random, are about as good as getting the Christmas gift you want this year without giving your family a list.

I already know what I’m getting from my daughter this year. Funny how that works.

How to identify your ideal referral source

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You only need one

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Let’s say you want to get more referrals from other professionals. Where do you start?

You start by finding one professional who can and will send you business. If you already have one, you start by finding one new one.

Because one is all you need to start.

You only need one because, in the course of finding them, you will acquire the knowledge and skills you need to find more.

You’ll learn where to find them, how to approach them, and how to help them get what they want. You’ll learn how to help them even if you don’t have referrals for them. You’ll learn how to build a relationship, nurture it, and help it to grow.

You’ll go through a lot of candidates to find that one. Many will disappoint you. Some will lie and stab you in the back. But eventually, you’ll find one who is the real deal and soon, that one will turn into two.

You’ll get better at finding good referral sources and developing relationships. And soon, you’ll have a few.

And a few is all you need to build a big practice.

A few good professional referral sources can introduce you to powerful people in your niche or community. Those people will trust you because they trust the person who introduced you. They will open doors for you, introduce you to their colleagues and friends, and eventually, important people will know your name.

Your marketing will be easier. You’ll get bigger results. Better clients. And even more referral sources.

You don’t need to figure out how to build an army, just figure out how to get one recruit. Once you do, the next step will reveal itself to you.

But it all starts with one.

Here’s how you find new professional referral sources

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Three ways to level up your practice

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When it comes to growing a law practice, slow and steady works. But, by definition, it’s slow. What if you want to grow quickly? What if you want to dramatically increase your income in a relatively short period of time?

Oh yes, it can be done. Some lawyers do it right out of the law school gate. Some do it when they reach their “day of disgust” and finally decide to get serious about marketing. Some do it when they see their numbers dropping and their fear of losing everything motivates them to finally take action.

But it can be done.

There are lots of things you could do to dramatically increase your income. I’m going to give you three. But more important than “what you do” is “what you think” and so first, I’m going to give you a few mindset adjustments.

First, to significantly boost your income you’ll need to do things that offer a big potential payoff. That means there might be additional risk and additional expense and you have to be prepared to accept this. You also need to be prepared to do things that take you outside your comfort zone.

Second, you have to jettison the idea that there is a direct correlation between the amount of time you work and the amount of income you earn. It’s not about how long it takes to do the work, it’s about how much value you deliver.

Third, you have to look for ways to employ leverage. One of the simplest ways to do that is to hire (more) people or outsource, and delegate as much of your work as possible. Rule of thumb: you should ONLY do those things that ONLY you can do. NB: there is very little that ONLY you can do.

Fourth, no matter how good you are getting things done you’ll probably need to get better. If you want to dramatically grow your practice, working harder is an option but so is working smarter.

Working smarter means “doing the right things,” the “20% activities that deliver 80% of your results and income”. It also means “doing things right”–getting the work done more quickly, efficiently, and with less effort.

With these principles in mind, here are three ways you might level up your practice:

(1) Bigger cases or better clients.

Bigger cases pay bigger fees. Why settle for an average fee of $10,000 when you could get $25,000? Or $100,000? The cases are out there and there’s no reason why you can’t get them.

Better clients pay higher fees and have more legal work. Why settle for “one of” work when you can bring in clients who have a steady stream of work?

(2) Increase your fees

One of the simplest ways to earn more is to charge more. Consider increasing your fees.

Not ten or fifteen percent, thirty percent. Fifty percent. 100%. Or more.

Crazy? Maybe. But maybe not. There’s only one way to find out.

Yes, you’ll lose some clients who can’t afford the increase or don’t want to pay it, but the new clients you bring in could more than offset those losses.

(3) Better referral sources (and more of them)

One of the best ways to bring in more business is to find referral sources that can send you more clients (and better clients, while you’re at it). Find professionals who can refer you five clients per month instead of five clients per year.

They’re out there and you can find them. Here’s a hint: they usually hang out with each other. Find one and they will lead you to others.

So, what do you think? Are you thinking, “These won’t work for me,” or are you thinking, “How can I make these work for me?”

Your attitude will determine your altitude. Translation: if you want to get big, fast, you need to think big and take massive action.

And remember, if you think you can or you think you can’t, you’re right.

Plan your plan with this

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How to approach a prospective referral source

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The Internet presents endless resources for finding people who might become a referral source for you.

They’re out there, in droves.

But once found, how do you approach them? How do you get their attention without appearing needy? How do you start a conversation and bring up the subject of referrals?

How about simply introducing yourself?

Tell them who you are, what you do, and why you are contacting them.

I assume you can handle the who you are and what you do part, but make it brief. One or two sentences. Only enough so they know you’re a fellow professional.

As for why you’re contacting them, well, why are you doing that?

Because you see a connection with them. (If you don’t, contact someone else.) Tell them about the connection.

You found their website or social media profile and see that you and they target the same market. You represent the same types of clients. You offer services that dovetail with theirs. Or they’ve written an article that deals with issues you’ve written about or care about.

Introduce yourself. Mention the connection. Invite them to chat.

“I thought I’d reach out to you, find out more about what you do, tell you more about what I do, and see if there might be a way we could work together.”

If you’re speaking to them on the phone, continue the conversation. Of invite them to meet you for a cup of coffee. If you have contacted them via email, ask, “When would be a good time to chat for a couple minutes?”

You’ve been honest with them, you have suggested a possible benefit to them, and you haven’t pushed.

They’re either interested in speaking to you or they are not. If they’re interested, move forward. If they’re not, move on.

When you talk, ask lots of questions and keep the focus on them. Get them to tell you about what they want or need. What are their goals and plans for the future? What obstacles are in their way?

Look for ways you could help them or their clients, either directly or by introducing them to someone you know.

Then ask, “Who would make a good referral for you?”

Powerful question, that. It tells them you’re serious about working with them.

When it’s your turn, tell them about your practice and tell them who would make a good referral for you. Tell them you’ll send them more information and invite them to do the same.

Is that all you have to do to get business from someone you just met? Usually not. But sometimes, it is. Sometimes, in speaking with you, they think about someone they know who might need your help.

After your chat, send business if you can. Send information about something they want or need or that might benefit their clients. Share marketing ideas with them. Introduce them to vendors and freelancers who can help them. Invite them to write an article for your client newsletter. Offer to interview them for your blog or podcast.

They will (at some point) do the same for you.

There’s more you can do to build a referral relationship. A lot more. But you’ve opened the door and started the process, and that’s the most important part.

Learn what to say and do to get referrals from other professionals, here

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How much detail do you have in your lawyer referral database?

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I got a call from an old friend the other day. She was injured and wanted to know if I could help her find an attorney. I live in California, she’s in Virginia, but fortunately, I knew some attorneys near her.

I emailed an attorney friend in her city and asked if he could help. He replied, “I can find you the right person. Let me know the nature of the claim: medical malpractice? Vehicular collision? Police shooting? Premises liability? There are different lawyers who would be best, depending on the cause.”

I wrote back, gave him more details, and he provided me with two names and phone numbers which I passed along to my injured friend.

If she is able to hire an attorney through this referral:

  1. My friend will get the help she needs from a lawyer who is right for the job
  2. The attorney who takes the case will have a new client
  3. My attorney friend gets the credit for making the referral, and
  4. I get the satisfaction of helping put this together.

I knew my friend was well-connected. He is a great lawyer and a consummate marketer. What I didn’t know is how much he knows about the lawyers on his list.

Knowing what the lawyers on your list do best allows you to be a better matchmaker. That increases the odds of a successful referral and saves everyone a lot of time.

There’s a lesson here, aside from the obvious one that lawyers should keep a list of other lawyers to whom they can refer. It is the value of taking the time to get to know more about them—what they do best, what kinds of cases or clients they prefer, which ones they won’t take—because as you learn this information about them, you prompt them to learn the same information about you.

In your lawyer database, don’t stop with just practice areas. Dig. Ask questions. Get a description of their ideal client. And then give them yours.

Learn more about getting referrals from other lawyers

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Extreme vetting of lawyers

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I got an email from a lawyer who had a bad experience with a referral to another lawyer who mishandled the case (and the client). She’s feeling gun shy now about giving referrals and wants to know what she might do to vet lawyers before sending them any business.

First, let me point out that most lawyers do a decent job most of the time so there is no need to panic or stop referring because one lawyer messed up. It happens, we deal with it, and we move on.

In choosing lawyers to whom you will refer, do what you might do if you were going to hire them yourself. Start with obvious due diligence measures: check with the bar for discipline and complaints, search online to dig up any dirt, review their web site(s) and examine their experience and other qualifications.

Make sure they have sufficient staff to handle the job and carry E and O insurance.

You might give them extra points for expert certification, serving as an arbitrator or judge pro tem, teaching CLE, bar association committees, awards, and so on.

In addition, you may want to

  • Talk to other lawyers who know them, including opposing counsel and judges who have seen them in action
  • Read articles they have written and articles that were written about them. Get a sense of their world view, processes, communication skills, and personality.
  • Run a credit check and/or a background check if there’s a lot at stake or your Spidey-sense is telling you there’s something wrong

If you’re still not sure, have a chat with them. Tell them you want to make sure they’re the right lawyer for the job. Anyone who is qualified should respect that.

You might ask them to fill out a questionnaire, something like the ones E and O carriers use, where they are asked to disclose their calendaring and conflict checking systems and other safeguards and to disclose any malpractice lawsuits against them. Check with your carrier because some require this information as a prerequisite to defending a claim against you for a negligent referral.

While you’re at it, consider whether your client will be comfortable with the lawyer’s personality and style. Not every competent lawyer is a good match for every client.

Start by referring small matters, so you can see how they handle them and how they treat the client. Stay involved with the case, not to micro-manage it but as a second pair of eyes on behalf of the client. They are still your client, after all. Check in with them regularly, to see how things are progressing and to look for signs of trouble. Make sure they know to contact you if they have any questions or concerns.

Bottom line: do your homework but don’t let a bad experience with one lawyer unduly color your judgment in choosing others.

Get more referrals from other lawyers

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What to do with a referral source who isn’t referring?

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What do you do when a referral source isn’t referring?

The wrong thing to do, of course, is to push them. Point out that they haven’t referred much lately or that their numbers have fallen off. Or that they “owe” you.

That’s probably not going to work. In fact, it could easily backfire by alienating them and causing them to do even less.

No, the best way to get a referral source to refer more is to assume (until you learn otherwise) that he is doing all that he can and then help him to be able to do more.

In other words, help his business or practice grow so he will have more customers or clients to refer.

You can do that by introducing him to some of your business contacts who might be able to send him business, make introductions, or open doors to speaking or networking opportunities.

You can feature his business or practice or his products or services on your website and in your newsletter.

You can recommend marketing experts or vendors, or share information you’ve found (books, courses, blogs) that could help him get more clients or bigger clients.

And you can send him some referrals of your own. No, he won’t be able to refer those clients back to you but those clients might refer other clients to him, which he can refer to you. Also, the cash flow your referrals generate might allow him to expand his business in other areas.

But here’s the thing. Even just offering to help him could make a difference. How many other lawyers do that?

Show him you’re trying to help him and when he’s able to refer more, you can bet that you’ll be number one on his list.

Get more referrals from lawyers, other professionals and business owners: click here

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How to turn business contacts into referral sources

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Okay, so you know a lot of people. You’ve got their names and contact information in a database or contact management system, along with some notes about what they do. You suspect that many of these people are able to send you referrals or otherwise help you build your practice.

But most of them don’t.

In fact, you never hear from most of them. Why is that? Because [. . .drum roll. . .] they never hear from you.

Yeah, it’s that simple. They might be willing to send you business. The primary reason many of them don’t is that they don’t think about you.

But that’s easy to change. If you do nothing more than commit to regularly staying in touch with your business contacts, you’ll go a long way towards activating a fair percentage of them and turning passive contacts into active referral sources.

Staying in touch allows you keep your name in front of your contacts. When they have someone who needs your services, that alone might earn you a referral.

I say “might” because there are a lot of other reasons why someone might not refer. You can go a long way towards further increasing the odds of getting them to do something for you if you do something for them first.

That “something” doesn’t have to be a referral. It might be sharing information with them about a prospective client, news about their target market or industry, marketing ideas you think they could use, or even a personal favor.

How do you know what you can do to help them?

You ask.

In addition to staying in touch with your business and professional network, en mass, through email primarily, you should also call at least one member of your network each week.

Get re-acquainted. Ask how they are doing, and how you can help. What are they working on? What do they need? What do their clients need? If it’s not something you can help them with directly, you might know someone who can.

Are they looking for a software solution? Websites in their niche that accept advertising or guest posts? Are they working too many hours because they don’t know how to find and hire a virtual assistant? Do they simply need a word of encouragement?

No matter how busy you are, you can call one business contact each week. Do that, ask them how you can help them, and watch how many ask how they can help you.

For more ways to turn lawyers and other professionals into referral sources, get this

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How to protect your referral fee when you refer cases to other attorneys

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I heard from a PI lawyer who had referred a case to another lawyer and was supposed to get one-third of the fee. When the case settled, the referring lawyer heard about it not from the lawyer who settled the case but from a friend of the plaintiff.

Not good.

Even worse, the plaintiff had another accident 4 months later. The same firm handled that case, which settled for $200,000, and they never told the referring attorney about it.

When he finally spoke with someone at the firm about the second case, the referring attorney was told that they don’t pay referral fees on “second generation cases/referrals”.

He asked if I think he’s entitled to a referral fee on the second case.

My take? In equity, maybe. In law, probably not. In the world of commerce, where screwing your referral sources is a great way to kill referrals (and your reputation), I think they should take care of you.

But they’re PI attorneys so I won’t hold my breath.

The bigger question is what to do to protect your referral fee in the future.

Two things. First, you need to have a written agreement that specifies what you get, not only on the original referral but on subsequent cases with the same client. Get this signed before you make the referral.

To be enforceable, it probably has to have reasonable limits (like a non-compete agreement), something like subsequent claims within two years of the original injury. (I’d also ask for a fee on any referrals from that client during the same period.) Ask around, find out the standard in your community. And be prepared to negotiate.

Second, your agreement should specify that you have a lien interest in these cases, and you should so notify the insurance carrier and/or opposing counsel on the first case. That way, when the case settles, your name will be on the check and they have to come to you to get your endorsement.

Your agreement can also specify a lien interest (and attorneys fees if not paid) on subsequent cases, but if you don’t know about those, it’s not as easy to protect your referral fee because you have nobody to notify of that interest until after the fact. Still, better than nothing.

And without an agreement, nothing is what you’ve got.

Hey, I’ve been there. I’ve referred cases to other lawyers and was screwed out of a fee when they settled. You live and learn.

My last piece of advice? Stay in touch with the client. Because you want him to tell you when he has another case, or he has a referral.

Be his “personal attorney” for life. His advisor. The conduit of all of his legal matters.

Think “clients, not cases”. And think about the referral as, “bringing in another lawyer,” not “referring out” to another lawyer.

I’d love to hear how other lawyers handle this subject. Please post in the comments.

Get more referrals from lawyers and other professionals: click here

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Faster than a speeding search engine

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Information. You need it, you want it, and you have it, thanks to the search engine of your choice. But there’s something that’s often better than a search engine. In many cases, it’s faster, too.

I’m talking about experts. People who have the answer to your query on the tip of their tongue. Their real-world experience allows them to instantly provide you with answers, or at least point you in the right direction.

Unlike a search engine, you don’t get 101 links of possible solutions. You don’t get sent down a rabbit hole of never-ending research.

You ask, they answer. Done.

We all need to maintain a list of names and contact information of people who know things, and who know people. A group of folks we can call upon to quickly get information,  recommendations, and referrals.

I’m not talking about paid experts, although we need them, too. I’m talking about friends and business associates and networking buddies who know things and know people and will help us out without sending us a bill.

If we have a computer problem, we have someone who can walk us through the solution, or recommend someone who can fix it for us. If we want to find a CPA on the other side of the country for a client who is moving there, we can tap into our network and get referrals.

An information and referral network can benefit you and your clients and other contacts.

Your network makes you better at your job and helps you bring in business. It also allows you to add value to your relationships with your clients and professional contacts.

Let people know that you know a lot of people in different fields and different parts of the country and when they need information or referrals, they should contact you first.

If you know someone, great. You’re a hero. If you don’t know someone, you can find someone you don’t know and expand your network. Nothing like contacting a professional and telling them you have a client who might need their services.

Your network will make you more powerful than a locomotive and able to leap tall buildings in a single bound.

Build your professional network with this

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