Lawyer Referrals

Referrals—the very word makes most of us cringe. Immediately you start picturing yourself stammering around to clients, partners and other attorneys and asking the unthinkable—for them to recommend your services to others. How desperate you would feel! Ironically, professional marketers will tell you that this is one of the most effective marketing techniques professional lawyers like you can implement when they want to grow their list of clients. But if the thought of having “the referral” conversation is still conjuring up an uncomfortable feeling, we’ll show you not only how important referrals are, but how easy it really is.

When conducting studies on referrals and how they relate to lawyers generating more business, researchers found one of the most important referrals comes from other attorneys in your field of practice. But recommendations can also come from partners in your firm and from your past and current clients.

Exploring the reasons you may not be asking for referrals

Even the most successful lawyers have struggled with asking for referrals—and it’s likely you’re facing the same dilemmas they once did. First, many professional and experienced attorneys assume that their peers and happy clients will give out referrals willingly when an opportunity may present itself. The reality is that most of us are too busy with our workloads and lives to think of something other that doesn’t relate to them. Sometimes others just need a gentle “hey I’m always looking for more clients” nudge.

And many lawyers who have been in the business for years and years feel almost silly having to ask for more business. The truth is, by having a quick conversation with your contacts, you can open up a world of opportunity—those that know your solid reputation are usually more than happy to pass that information along. Another hang-up is that you may feel someone will expect some huge favor in return. Think of it this way, if someone you respected asked you for a referral, would you immediately think “you owe me big for this one?” Probably not.

How to get started

Gather a list of contacts that you have either worked with for a long time or super satisfied clients that would be happy to gush on your behalf. If you’re contacting a client, start by asking them what they think of your work and then ask them for a referral. And once someone recommends you, make sure you thank them and let them know how things went—they’ll appreciate the follow up!