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Asking For Referrals: The Easiest Way To Generate More Business

By Chuck Polin and Evan Polin

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.

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