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Referral marketing succeeds with the right interview

August 15, 2018

Filed under: Marketing,Practice Growth,Referral Sources,Uncategorized — admin @ 5:24 pm

STRATEGIC INTERVIEWReferral marketing is the lifeblood of any successful practice, but it can be intimidating when you’re trying to cultivate referral sources. Maybe you’re not naturally outgoing, or maybe you are self-conscious when you ask someone to refer clients to your practice.

Even if you don’t have any jitters to overcome about asking for a referral, you can still benefit from employing The Strategic Interview™ approach developed by Atticus when you connect with your referral sources.

Why are referral marketing sources so important? Referred clients typically bring a higher value per case with less acquisition costs. There is less “sales” involved in hiring you because the prospect has basically been pre-sold on why they should be hiring you. Referrals also feel good – if you’re known to others as the best, that’s a great reputation that can give you confidence.

Having great referral sources is like having an endless annuity for your practice. It makes it difficult to unseat you as the dominate player in your market. And, you get three great rebuttable presumptions – because the client was referred to you they naturally assume you’re honest, you’re fair and you’re competent.

Succeeding with the Strategic Interview™ in your referral marketing process is a skill, not an innate talent, which means it can be learned.

To begin using this strategy, you’ll want to know who to talk to, what to say, and how to say it.

The “who” consists of the people who make up your top 20 referral sources. These are typically existing clients, the other professionals they use (i.e. accountants, insurance agents, other attorneys), any attorneys you refer work to, members of any boards you serve on, your family, and your friends.

The “what” is the respectful request you’re making for this person to refer you new clients. The request can be preceded by an effective and compelling story that helps you sell your services (i.e. how you helped another referral source, how you helped a client, how you resolved a specific issue).

The “how” is the delivery of the request and when you should make it. Will the request come over the phone, in person, at a networking event, or in a meeting at your office? When during the conversation is the best time for you to make the request for a referral? It really depends, and each situation is likely going to be different.

Employing this strategy requires some detailed thinking on your part about defining your best possible referral sources, the context and content of the conversation you want to have with them, and how to deliver your message in the most effective way so that you’re fully heard and understood.

Don’t just wing it.

Write two or three scripts and practice them in front of your spouse or someone at your firm. They’ll more easily see where you need to improve your message and delivery than you would by practicing in front of a mirror. After a while, as you become more comfortable talking about your practice and the kinds of clients you want to serve, you will be able to talk extemporaneously and go off the script when it feels right.

Before you phone a referral marketing source and say, “Please, refer work to me,” you need to be able explain why you’re requesting to meet.

You could simply say, “I’d like your opinion on …” and bring up an issue that may be affecting their clients that your practice specializes in resolving.

Or, you could say you enjoyed working with them on a previous client’s case and were wondering if they had a similar case the two of you could work together on again.

A slightly more daring approach is to admit you’re a little bored: “I like to keep busy. I’ve got some gaps in my calendar coming up and was wondering if you’ve come across any new cases or clients you’d like to refer out?”

When you meet with your referral source, ask questions about her business — and ask follow-up questions to show you’re engaged in the conversations. Be sincere. You’ll likely make a personal connection, you’ll learn a lot, and you’ll create more opportunities for yourself.

A good strategy, especially when dealing with non-lawyer referral sources is to ask what frustrations they’ve had when they’ve dealt with lawyers in the past. Write down what they say because those frustrations are marketing gold. The more you can understand their frustrations, the more likely you can design a solution for them.

After the meeting, enter detailed information about what was said and what each person committed to into your contact management software. Schedule a follow-up meeting, especially if there is a big potential for work from “A” level clients referred to you by this source.

If you can help your referral source by sending her a referral, introduction or connection, do it. For some it won’t matter, but for others it can make all the difference.

And always — always — find a unique and genuine way to acknowledge and thank your referral sources whenever you are handed a prospective client by them. If you’re stumped on how to be unique in expressing your gratitude, know that nothing is easier to do or more effective to communicate your appreciation than a handwritten thank you note.

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