This week I’ve been helping one of my lawyer clients to get more referrals from other professional advisers (such as accountants, financial advisers, and non-competing lawyers in other practice areas).
Her biggest issue is not having a good network of other professionals who regularly refer clients to her. She said that when she’d tried to develop relationships with referrers it had “gone nowhere”.
Have you ever had the experience of speaking to another professional, in the hope of developing a referral relationship, but nothing has come of it?
The problem is usually that others won’t refer you until they are specifically asked for an introduction to someone like you. So they only refer you if they’re asked, “do you know a good divorce/commercial/conveyancing lawyer?“.
This ‘on request’ approach to referrals massively reduces the opportunity to refer you – because your referrers almost certainly have clients and contacts who need your help with a legal issue but aren’t asking anyone for that help.
They might not ask for help because they don’t know they need it (e.g. they have an unknown problem like their will has been revoked by divorce). Or it might be because they don’t know why their problem/issue is important enough to spend money on getting legal help (e.g. they haven’t put in place a shareholders’ agreement because they don’t understand the ramifications of not having one).
Either way, people in these two categories won’t be asking their professional adviser for help, so they don’t refer you.
The solution is that instead of waiting for your referrer to be asked for an introduction, be proactive.
You need to give your referrer the right information about why their clients and contacts need your help in a specific area. For example, how to identify if they need a new will or the dangers of not having a shareholders’ agreement. Then they can send that information to all their (relevant) clients and contacts.
The best way to provide this information is in the form of a ‘Client Magnet’ guide or report which your referrer can send to specific contacts, or include in their newsletters. Your Client Magnet should educate them about why they need legal help in this area, why they should choose you, and why they should book an appointment to speak to you.
Armed with a Client Magnet, your referrer will be able to bring you many more referrals without waiting for their contacts to ask for a referral.
If you’re planning to use a Client Magnet, you can find out more about how to create and use one in the most effective way by reading my book ‘The Client Magnet Formula For Lawyers’ which explains why you should use a Client Magnet and the 5 steps to creating it. It’s available to buy on Amazon (in paperback or Kindle version) or you can download the first 4 chapters for free HERE.
My online training session (no cost) will show you how a Client Magnet will help you avoid the big marketing mistakes solicitors make and the 5 essential steps to creating and using a Client Magnet. You can access the training for free HERE.