Please ensure Javascript is enabled for purposes of website accessibility

Steps to increase client referrals

By: NORA LOCKWOOD TOOHER//October 29, 2010//

Steps to increase client referrals

By: NORA LOCKWOOD TOOHER//October 29, 2010//

Listen to this article

Boston – There’s no better way for solo and small-firm lawyers to build and maintain a practice than through client referrals.

The best way to increase referrals is simply by doing a great job, said Ross Fishman, principal of Highland Park, Ill.-based Fishman Marketing, which specializes in law firm branding.

“Keep your clients so satisfied with the quality of your work and your service that they would feel like they would be doing their friends a favor by having them hire you for their legal matters,” he said.

Here are some other easy ways to increase client referrals:

Ask

“When you conclude a matter for clients, tell them how much you enjoyed working with them, and ask whether they know anyone else whom they could refer you to. If so, could they make an introduction for you? They may have friends who aren’t satisfied with their lawyer now or at some point soon, and it might not occur to them that you are interested in picking up more clients,” Fishman said.

Pick carefully

“Identify those top clients and contacts who are centers of influence,” such as individuals who are active in local civic and professional organizations, hold a leadership position or write a blog, advised Susan Van Dyke, a legal marketing consultant in Vancouver, B.C.

“Not all clients are equally positioned to send you work,” she remarked. “Some are more active in their industry and community than others, so pick your top five to 10 referral sources and plan to connect with them at least four times a year.”

E-mail a newsletter

David Lorenzo, head of rainmakerlawyer.com in Aventura, Fla., advocates sending weekly or monthly e-mails to clients and potential clients. Providing commentary on legal news and issues conveys your knowledge and helps build a relationship with potential referrers, he said.

Mix and mingle

“The more you can get out and circulate the better off you’re going to be,” Lorenzo said. Go to several events each week if possible, he suggested. At each event, “Have two or three people or types of people in mind. Set the goal of meeting those people, and spend the rest of the time relaxing,” he said.

Work for free

Working for free gives potential clients a chance to experience your service themselves, gives you a chance to get to know them better and provides a memorable experience, said Van Dyke.

“I’ve seen this done very successfully in a wills/estates practice where a partner provided a free will to a financial adviser and now receives a steady flow of work from him,” she commented.

Nora Tooher can be reached at [email protected].

Polls

Should Steven Avery be granted a new evidentiary hearing?

View Results

Loading ... Loading ...

Legal News

See All Legal News

WLJ People

Sea all WLJ People

Opinion Digests