3 Easy Tactics Attorneys Can Use to Nurture Referral Relationships
Once you have established who you are, who you help and how you help, your firm can begin to build or expand its referral network. For many law firms, referrals are the main way they bring in new business.
In fact, the 2019 Clio Legal Trends Report found that fifty-nine percent of consumers surveyed sought a referral for a lawyer.[1]
But some lawyers are hesitant to ask for referrals, finding the request uncomfortable or unnecessary. By not putting the effort forth to make new connections and nurture the ones you have, you will miss out on business opportunities.
The Ideal Referral Source
When building or expanding your referral network, it helps to understand who may be incentivized to help you. You don’t want to waste your time connecting with referral sources who in fact may be competing for the same clients as you. You want to find other attorneys or professionals in industries that have clients who may need legal work completed in your areas of focus.
Your referral sources also should be people whom you can help by sending future work their way. Building a strong referral network is a classic example of “you scratch my back and I’ll scratch yours.”
Three Easy Referral Tactics
Expanding your referral network takes more than attending events and becoming connected on LinkedIn. Here are three easy tactics you can use to generate new business and foster referral relationships:
Block time in your schedule for meeting with referral sources. Set up a coffee meeting or Zoom chat to check in. Ask how they are doing and if there’s any way you can help right now. If you have a white paper, FAQ or a new blog post that has information that would be beneficial for your referral sources, share that with them during your meeting so they can pass it along to their clients. Don’t be shy when it comes to seeking a referral – directly ask if they have any potential clients that they could send you.
Send relevant business their way. If a client has a matter that requires a CPA, a lawyer in a different practice area or some other professional, refer that client to a referral source that you trust will help your client with their issue. Once you start sending work to referral sources, they will be more inclined to reciprocate.
Thank your referral sources for any work they send to you. It may sound simple, but sometimes in the hustle of practicing law or running your firm, you overlook thanking your referral source for sending a business prospect. A handwritten thank you note, and a small gift will leave a lasting positive impression on your referral source and make them think of you when someone later asks for a referral for a lawyer.
KSGilmore Consulting works with small law firm attorneys on tactics like the above to generate new and repeat business from referral sources. If you’re looking for a new approach to business development, please email us.
[1] Clio, “2019 Legal Trends Report”
