Lawyers’ Referral Network: Best Source for Business Development

September 13, 2022

Introduction

The importance of #networking for #lawyers is settled and unquestionable. It comes with another undeniable statement – ‘attracting new clientele is an essential component for any #lawfirm or a #lawyer. Any day!

You need to work consistently to expand your client base with some systematic #businessdevelopment activities for your law firm. But does it always require you to create some new sources? Or, your networks can help you multiply your business development sources with minimum efforts possible.

Yes, #referralnetworking is still around, despite the focus on all things online! This article talks about the easiest – most cost-effective – way of attracting new clients, i.e. through your referral network!

Referrals in the practice aren’t just limited to introductions to paying clients. But an introduction to someone who can help your business is a referral. Referrals are valuable and require the careful cultivation of a network.

How a Referral Marketing works for lawyers?

Wondering how a #referralmarketing works for lawyers?

Let’s see how! Statistics says -

74% of consumers identify word-of-mouth referrals as a key influencer in their purchasing decisions. Almost 100% of people say face-to-face networking meetings are essential for long-term business relationships. Interesting, isn’t it?

Well, if you’re a small law firm, you’d probably like to receive more client referrals. If you’re a lawyer at a big firm, you probably want to be introduced to the decision makers at the institutions who could send you lots of business every year. If you’re an in-house lawyer, you might want to be introduced to the perfect litigators who can help your firm win its next case. The same goes with solo practitioners.

Referrals work because they’re built on relationships. People don’t send their friends, clients and relatives to total strangers — they send them to lawyers they know, trust and like. Conveniently, it’s also easier to ask for referrals from people you know, trust and like.

People in your network, who you know personally and who could send you business, are your referrals. Creating a strong #referralnetwork for lawyers requires connecting with the other lawyers, connecting with clients, building and nurturing these relationships, and asking for referrals.

But, can you just ask them for referrals? No! Sounds unprofessional, isn’t it? And professionalism should be another synonym for ‘lawyering’! Well, that’s what the industry demand!

So, what's the option you have? You need to be ‘worthy’ enough for referring! And, what counts to that is —

1. Be Referable - Likeable | Trustworthy | Worthy Services

Easily, to receive more referrals from your networks, you must have a good network to start with. If not, start building one genuine network of professionals! People must know you, like you and trust you for referring you to their networks! And to make this possible, you must deliver a level of service that’s worth referring to. People want to know that the clients they are referring to you are in good hands.

It is important to be the kind of person that someone trusts to send potential clients and cases to. This will also demand from you to be reliable, credible and a good communicator.

2. Mark your Existence - Active #socialmedia | Networking | Engagements

Let’s not assume that the other lawyers already have deep referral networks and not work towards building and expanding your own! They may not have one that is making some impact. So try to stay on top-of-mind with your networks. This former clients, colleagues and other business professionals and any person who can bring you some business. It is essential to be in their radar to have an effective referral marketing.

Now this works with some fundamental following a strategic approach gaining more referral sources.

• Be ‘visible’ and showcase what you do! Join local communities, association, attend events. Get involved in projects you are passionate about. Get in the practice of letting people in your day-to-day life know what you do. And look for opportunities to put yourself out there as a lawyer, and more often than not, unexpected referrals will follow. Being visible as a lawyer doesn’t always mean face-to-face interaction, either. Maintaining your professional profile on social networks like #linkedin and #facebook help to build your brand awareness and put yourself out there as a legal professional.
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• Nurture existing relationships, which includes existing clients and colleagues. Stay in touch by sending a text, email, card or quick phone call. These are all great ways to let your current connections know that you are thinking of them – and staying top-of-mind.
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• Engage with other professionals in your community, i.e. business and legal professionals — one of the easiest ways to grow your referral network. This can be done via email, social media or in-person. Work on building relationships with other non-related professionals as well, who might be looking for a lawyer to refer to.
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• Remember, apart from building a prospective referral network, it is important to ‘regularly’ remind people about yourself and your legal services. An easy way to do this is through seasonal gifts, periodic newsletters or social media postings.
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• Have an active social media presence. This is an effective way for all types of networking for lawyers and a platform to showcase your services.  Apart from that, it is also a good practice to share when you or your firm receive client referrals. If your firm is getting a lot of business from referrals, then that speaks volumes to the good work your practice provides. Not only is it important for your firm to share when you receive referrals, but it is also important to thank your referrers!

3. Build Lasting Referral Relationships - Be Mindful | Right Intentions | Gratitude

We believe in the mantra - everything you do in life should be remembered! And to be remembered and lasting, it should have an impact on the minds of people.

The best way to build a lasting referral relationship is through embracing another mantra that - “it’s better to give than to get.” Good referral marketing should never be a “me, me” mentality; but rather, a focus on what you – or your law firm – can give to those in the local and legal community. Focus on how you can provide value to potential referrers, before asking for referrals. Simple thank-you notes, thoughtful promotional items, or a quick phone call are all great ways to connect with others and positively foster referral relationships.

Let’s be honest. Without referrals, where would your law practice be? Good referral sources are essential to any successful law firm practice. That’s why building long-lasting referral relationships is key to earning a steady stream of referrals. And we have discussed how can you do this.

Conclusion

Statistically, there are no better clients in business than those who are referred to you. A strong referral base takes time; and is based on continually cultivating long-term, meaningful relationships with those around you.

Remember -

“Act in the way you want them to act with you.”

On a concluding note, I personally hate asking for any reference. I believe, if your services are worthy and adding a value, people who know you will recommend it to the person in need. So, despite asking someone to refer you for generating a business, let’s work towards making our work worth referring! You are free to apply the above-mentioned tips of referral marketing and let me know if it has worked for you.

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