Referrals area a critical component of any attorney marketing plan. There are many different ways to pass a referral to another attorney. Some of them are more effective than others. In this video we discuss the most effective ways to pass a referral to a colleague.
The two ways covered in the video include the "in-person Introduction" and the "email introduction" each of these methods is effective however I prefer the in-person introduction whenever possible. The in-person intro conveys the importance of the relationship between you and the client you are referring. It also shows the respect you have for the attorney to whom you are referring the client.
Remember: A referral is a referral only if the person you are sending to the other attorney is ready, willing and able to use his services.
One of the areas many lawyers struggle with is meeting people and networking. Actually, this is not 100% accurate. The area most lawyers struggle with is meeting INFLUENTIAL people and networking with them.
Below is a rough guide to finding, approaching and networking with influential people in your community.
First: Identifying the influential people.
This is relatively easy to do and there are a couple of sure-fire ways to do it. 1). Ask around. Many of your colleagues will tell you who the "go to" people are in any community. Simply ask a question like: "Who should I know in Cedar Creek for Real Estate matters." 2). Check the local newspaper. Most newspapers highlight influential local people on a regular basis. 3). Check the public listings of people who have given to political campaigns or charitable organizations.
Next: Reach out to the influential person.
One of the best ways to reach out to the influential person is with a handwritten note congratulating them on some accomplishment. You can congratulate them for donating to a local charity, for being profiled in the local paper or for a business accomplishment. The key is to send them a note congratulating them on something.
Many times the person you send your congratulations note to will respond by sending you a "thank you" email or a note in return. When he/she does, that is your cue to move on to the final step. (Actually you should move on to the third step no matter what but especially after they thank you).
Finally: Call this person and ask for advice.
Asking for advice is the most important part of this equation. We know they will take your call (because you have already complemented them). Once you ask them for advice you can (and should) invite them out to lunch. You can do this while you are on the phone (if you have built up enough rapport) or in a subsequent email or phone call.
This seems a little over simplified but you will be amazed at how effective it can be. Give it a try today and you will be pleased with the results.
Many attorneys dislike it when we recommend networking as part of their law firm marketing plan. They dislike it for a few reasons:
The meetings take up a significant amount of time.
The nature of the meetings make the attorney feel compelled to pass referrals even if he has no opportunity to so do.
The attorney has little control and the time invested is significant so they do not see a return on the investment of their time.
There is a way to solve this problem and still have a great networking experience while you get more referrals.
The Steps involved in Starting a Networking Group Exclusively for Attorneys
Step One: Select a common theme. I recommend the theme have something to do with education. Marketing, business development and practice management are all good topics that attorneys are interested in. Developing your networking events around a 10 minute educational speech will have a significant impact on attendance.
Step Two: Schedule all meetings in advance. This is critical to full participation. If you schedule the meetings 12 months in advance people will be able to block the time on their calendars.
Step Three: Keep it social. Make the meetings a social event and not a learning event. You should have an educational component but you should also give people an opportunity to interact with one another. That is where the real business takes place.
Step Four: Make it difficult to be accepted. Make this group challenging to attend. Make sure you are focused on the quality of the membership and not just the quantity. These people will get priority in your referral Rolodex and you want to make sure they will give you priority as well.
The strategy of setting up your own referral network is a good one for attorneys who like to be in control of their own destiny. I highly recommend you take a look at this as an opportunity to build and grow your network of referral sources.
Many people ask me about networking and the role it plays in marketing for lawyers. It can be a significant part of your law firm marketing plan or you can do without it entirely. The choice is yours. I encourage everyone to at least look at the networking groups in your local community and see if there is something that interests you.
There are three different types of networking groups you should be aware of. Each has its own benefits and drawbacks. Let's look at each of them and you can determine which are a good fit for you.
Structured Networking Groups
These are groups like BNI or LeTip. These groups usually only permit one member per profession, per group so if you are a Trusts and Estates Attorney, you will be the only Trusts and Estates Attorney in the group.
There are two specific benefits to a group like this. The first benefit is the rigorous nature of the group. You are pretty much taught to develop relationships with the folks in the group by the outline the meetings follow. In addition, there is a requirement for the group members to get together outside of the meetings and interact. This helps establish trust.
The next benefit of belonging to a structured networking group is the frequency of the interaction of the members. These groups generally meet each week and this is important. Frequency of interaction also builds trust.
I highly recommend my clients join one of these structured groups.
Charitable Organizations
Charitable groups are an important part of the community. They provide the glue that keeps the community together. Join a charitable group and make it a part of your law firm marketing plan if it makes sense.
The key to success within a charitable organization is to take on a leadership role. If you are passionate and dedicated to the cause, taking on a leadership role in the organization will work to your advantage.
Civic Groups or Associations and Chambers of Commerce
These are groups developed with a mission to improve business for everyone in the community. These groups typically offer several different opportunities for members to get involved. They work if you work them. Meaning: You need to attend as many meetings as possible in order to benefit from the membership.
If you are a hardcore networker, you will benefit from membership in a Chamber of Commerce or civic organization.
The bottom line with these groups is that you get out of them what you put into them. I encourage you to seek out opportunities to network in your local community and use that as a developmental tool.
Have you ever identified someone you thought would be the perfect client? What happened after you identified them? Wouldn't it be great if there was a way for you to be introduced to that person? Would it be terrific if someone you knew promoted you to this prospective client? This video shares five tips for getting introduced to your ideal client.
The five points made in the video include:
1).How to get people in your natural network to introduce you to prospective clients.
2).How to leverage membership in alumni associations.
3).Why local civic groups may be your ticket to new business.
4).How charitable organizations can sometimes prove to be fertile ground for making connections
5).Why attending meetings from a prospective client's pet organization or group is good for business.
Introductions can happen all the time. You just have to set yourself up for success.
