3 Ways to Avoid Missing Out on Referrals

If most of your business comes from word of mouth referrals, you’re like many other solo and small firm attorneys. Like them, you probably believe that you are doing well when it comes to referral generation. After all, it’s one of your largest sources of business.

However, there is a difference between getting the majority of your cases from referrals versus maximizing your referrals. You are probably missing out on referrals you should be getting, either because people forget about you or don’t know (or remember) the different ways you can help.

Here are three things you can do that will increase your word of mouth business without requiring that you grow your network.

1. Send an Email Newsletter

The number one reason you miss out on referrals is because you are unable to consistently stay in touch with people. Email is the most efficient solution. With one click, you can send a message to your entire network. How powerful is that?

Not everyone will open it, and that’s okay. The most important thing is that everyone will hear from you and be reminded that you are still here. And, they will be reminded (if the content is done properly) how you help people. Staying top-of-mind and reminding people what you do is a critical component to maximizing your referrals.

It still shocks us today how many law firms don’t send an email newsletter. Your email list is one of your greatest assets. It’s your list. No one can take it from you, and you control 100% of the message to your list.

Regardless of your personal feelings about email, you are missing out on business if you are not sending an email newsletter to your network.

2. Create a Referral Thank You Process

This is simple, but it can’t be overlooked. Do you thank your referral sources when they send you a referral? If so, how do you thank them? There are many ways to go about it. However, the more personal you make it, the better.

I suggest sending a handwritten thank you each and every time. Handwritten notes are a rare commodity these days. People appreciate them and often don’t throw them away immediately (meaning your note sits on their desk for days, and it continues to remind them of you).

Some also send a gift, such as a bottle of wine. Gifts are fine; however, the most important thing is that they know why you are thanking them. People who refer to you want to refer more. You don’t necessarily need to give them financial incentives. Focus on making people feel appreciated and letting them know how much it means to you that they sent the referral. That will fuel them to keep looking for opportunities to refer to you.

Also, don’t thank them only if the referral becomes a client. They have no control over the result. Everyone who refers to you should get the same gratitude!

3. Connect Further with Specific Professions

Regardless of your practice area, there are professionals and industries that you should connect with further. Business attorneys should have a strong network of CPAs and business coaches. Family Law attorneys should also connect with CPAs, as well as marriage counselors. CPAs are also great for Estate Planning practices (as are Financial Advisors too). Personal Injury? Physicians, Chiropractors, and other healthcare professionals. The list goes on…

If you haven’t identified strategic professions for your practice, do it now! I know for a fact that there are professionals out there that can provide a consistent stream of referrals. The strategies above still apply. Stay in touch with them, remind them what you do, and thank them when they send you a referral.

An email newsletter is effective because you don’t have enough time to personally stay in touch with your entire network. However, the professionals that you identify as your best referral sources are the ones you should be calling consistently, grabbing lunch or coffee with, or inviting to join you for a networking event or seminar.

If you want help in these areas, we would love to chat! We’ve helped hundreds of law firms increase their referrals, and we can do the same for you. Schedule a time or call (800) 406-7229 to set up a phone appointment.

The following two tabs change content below.

Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!