Q: How do I bring in quality clients fast? I think the best way to bring in a steady stream of [type of] clients is to find a good referral source. What should I do?
A: Referrals are the BEST source of quality clients, but they are usually not the FASTEST. It takes time to build relationships, earn trust, develop a reputation.
If you can compensate those sources (i.e., referral fees to other attorneys, if permissible), or work out other kinds of alliances (paid advertising, cross-promotions) where the source has a more immediate incentive for working with you, then you could get some quick business.
Of course your clients are the first place to look. They should be willing to refer, but they may not be able.
Generally speaking, nothing is faster than advertising (except publicity, but you have limited control with that). Cost is obviously an issue. You could try writing for targeted publications and speaking and networking at targeted events. You’ll get access to the right markets, at no cost, plus the unspoken endorsement of the meeting holder or publication, and if you get your message in front of the right people, you will get clients.
Remember that you are always marketing to at least two separate markets: prospective clients and prospective referral sources. One is not necessarily better than another, nor faster.
Q: How do I know if I’m targeting the right market?
A: A market is only as good as your ability to communicate with it. Do prospects have an organization you can join? Meetings you can speak at? Publications you can write for or advertise in? Can you find centers of influence in that market with whom you can network?
Most lawyers look at their services first and then look for people who need those services. Better is to find a market with a need, then look for ways you can satisfy that need.
Start with professionals and business contacts you already know. What markets do they serve? What unresolved needs do those markets have? Find the market first, then work backwards.
You’ll have greater success giving people what they WANT, which may or may not be what they NEED. Find out what people want and then look for ways to help them get it.
