Growing your law firm is one of the hardest jobs you have whether your law firm is big or small. Without proper processes and procedures geared towards actively seeking out referral business you may not be getting much of it at all. That’s why today I wanted to share with you five quick steps you can implement today to start setting yourself up for success by getting case referrals from clients.
This isn’t just an online process. It really starts with the grassroots of your firms culture. If you want to be a great law firm you have to do great things and showcase that with every client interaction. Without a marketing system set for the purpose of law firm goals your marketing efforts will be short sided. Training might take some time, but I guarantee if you implement these steps you’ll see an increase in referrals for your firm.
#1: At The Start Of Your Relationship, Let Them Know You’re Their Law Firm
This may seem pretty basic but you have to remember that people can’t read minds. They called you looking for a good law firm and decided to hire you among other attorneys. Show them the level of service they deserve and tell them that “We want to be your law firm”.
Letting them know this not only makes them feel special, it will resonate directly with your clients. They will know that you’re truly here to help and when it comes time for a lawyer in the future they will think of you. Don’t be deterred by your practice area if you’re a single practice firm. You’re their lawyer. If they call you with another matter in the future, help them, and refer them to someone else that can help. This is also a great way to build referral relationships with other lawyers and gain additional referral fees.
#2: Tell Them You Want A Review At The End
During the client relationship it’s a great idea to check in on your clients proactively from time to time. When you do this get their honest feedback about how everything is going. If there is a problem you can fix it. At the first interaction you should specifically tell them that you want a review at the end of the service. This will make it much easier to get the review at the end of the client interaction. Keep reminding them throughout the process.
#3: Write A Monthly Newsletter
For some reason I know many attorneys who are literally afraid to use email newsletters. This mindset needs to die. Email marketing is the second most effective form of advertising. Just because a client decided to hire before doesn’t mean they’re going to remember you after a month. All a newsletter is doing is reminding them that you’re around. We have found several successful tips for email newsletters that work great.
- In the monthly newsletter thank everyone who gave a referral the month before by name.
- Write one useful piece of information for the newsletter written at the 7th grade level.
- Remind them again that “We want to be your law firm”. One way to do this is to mention “We only handle personal injury cases, but we want to BE YOUR law firm”.
#4: Write & Give Away a Book
Iv’e written about the importance of books in many other posts before, but you really need to write one, get it printed, and give them away to new clients. If you’re in the personal injury space it could be something like “Top Mistakes Personal Injury Cases Fail” or something a little more informative and less dramatic.
Mailing a new client your book is just another impression and reminder that you care. Send a personal note with the book that tells your client “We want to you BE YOUR law firm”.
Implement, Wait, & Sign More Cases
If you already have a strong client email database you’ll likely see results from your first email blast. Some of the other steps will take longer to implement and see results, which is a good thing. The most successful attorneys don’t use reactive marketing where they’re thinking “I need more cases today!”. Instead the most successful attorneys use big picture long term strategies. Implementing and being consistent with this strategy will give you more case referrals and help establish your firm as a prestigious and caring firm.
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