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Asking For Referrals: The Easiest Way To Generate More Business
In an interesting contradiction, the number one technique to generate more new business is also the concept that makes attorneys the most uncomfortable. Throughout the years, numerous studies have shown that the most effective way for attorneys to develop more business is through referrals, specifically referrals from other attorneys. Typically, referrals come from three sources: 1) other attorneys; 2) strategic partners; and 3) current clients. Let us begin by exploring some of the beliefs that attorneys hold that keep them from asking for referrals.
1. Other people should know that I am a good attorney and they should give me new files or matters when they arise. We would all like to believe that our contacts are always thinking about us, but that is almost never the case. Most people are constantly tuned into the same radio station, WIIFM, or, “what's in it for me.” Think about how busy you are in your day-to-day life and think about how often you think of referrals for other people. If you want to receive referrals, you will need to remind people that you are available and you must be able to ask for the business.
2. People will think that I am desperate if I ask for business. Most of the attorneys who we have met have a “self-limiting record” in which they believe that their peers and clients will think less of them if they “ask for the business.” When attorneys ask for referrals, they are often surprised by how much their peers want to help them. When we ask our clients, “what would happen if someone they knew and respected asked them for referrals?”, they always say that they would do whatever they could to help a client or contact. Why would things be different for you? Our clients are always surprised at how easy it is to ask for referrals when we teach them the most effective way to do it.
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