The best source of new business for many lawyers is referrals from other lawyers or from existing clients. But it's rare that lawyers maximize the potential number of referrals they receive.
Miriam Lawrence, author of the blog Automatic Referrals, reminds us in her post, "The Simplest Way to Get Referrals" that providing excellent client service isn't necessarily enough - you've got to ask for them. She reminds us in another post, entitled, "Stop referral objections before they stop you" that the most effective way to ask for referrals is to give your referral source some guidelines.
You probably aren't maximizing your referrals if clients or potential referral sources don't know what services you provide, or what kinds of clients you're looking for. Don't assume that your clients know what you do, particularly if your practice encompasses more than the specific service you provide to that particular client. Don't assume that referral sources know the kinds of clients you're seeking. Be specifc, especially when you're making a direct request for referrals.
Are you looking for additional business in your client's industry? Ask the client if they know of any other individuals or businesses in their industry that might need your services. ("Do you know of any other restaurants that are in need of legal services?")
Let clients know that you would welcome the opportunity to help others solve the same problems you helped the client with. ("If you know of any other people who might need help getting their green card, feel free to pass on my contact information" or ""If you learn of another business that needs help negotiating their lease, please let them know they can contact me.")
Perhaps the best time to request referrals is when the client expresses appreciation for the work you've done or the service you've performed. Take the opportunity to let the client know that you enjoyed working with them, too. Tell them you would appreciate it if they would pass your information along to others that might need your services.
Don't forget to use the language that clients use to describe their problems or challenges. The words clients use to describe their legal needs are usually not the same words that lawyers usually use to describe their services. Use the client's language; it will be easier for them to remember, and they're more likely to recognize the problems that you address than if you use legal jargon.
Lawyers refer a lot of business to other lawyers. But just because you're talking to another lawyer doesn't mean that they understand what you do, what services you provide, or what kinds of clients you prefer to work with. Don't just tell another attorney that you practice securities law - tell them what problems you solve, and for whom.
The better you describe the kind of work you want to do, and the clients you want to work with, the better the referrals you'll receive.
Of course, as always, you need to be aware of the ethical rules in your jurisdiction, and follow them closely.
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