If there’s one thing every law firm must have, it’s referrals. But for most attorneys, “referral” means the occasional client wandering through the door because Uncle Bob or your next door neighbor was kind enough to throw out your name.
But the real power of referrals only occurs when you build a network with influential business leaders in your community – a system that not only taps into potential referral sources – such as local accounting firms, financial advisors, other attorneys and even your Chamber of Commerce – but cultivates and nurtures those relationships as well.
To do that, you must do more than just try to sell them on your services.
Because any attorney can do that. And most attorneys do.
Instead, you want to be the law firm that helps them build their business. The firm that not only keeps them informed of new laws and practices but also shows them why these new laws are so important and how they will affect their client base – aka your prospective clients. In other words, always add value before you request anything from them.
Create a marketing system that gives them the opportunity to tell you what services they’d like to see. One that provides them with education, information and a personal glimpse of you and your staff. Be the firm that is innovative and cutting-edge.
Be the resource they simply can’t live without.
President & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
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