You’re about to discover… “ 14 Strategies to Get Referrals ” Marketing Director Certification Program: Lesson 11 with Ken Hardison The Authority on Legal Marketing
Referral Rule • 20% of people will refer your business even if you do nothing! • 20% of people will never refer your clients no matter what you do! • 60% of people will refer your business if you create referral systems and educate them on how to refer you!
Must be Referrable • Key Test § Would you hire your firm? • Client Services is a must
Relationship is Everything Not just a One Night Stand • You want to become a trusted advisor • More of a Long Lasting Loving Relationship Listening is Very Important • Not just listening but actually hearing what your client wants and expects
How to Develop a Referral Mindset 1. New clients prefer to hire you through "Word of Mouth" above any other way • This must be your Primary way of Getting Clients 2. You must understand that Referrals are the most Cost Effective way to acquire New Clients
How to Develop a Referral Mindset 3. Look at the Life Time Value of a Client • Not just repeat business, but also the potential clients they will introduce you to over a life time 4. You must have an attitude of Under-Promising and Over- Delivering 5. Must always look for Opportunities and ASK for Referrals
Having a " Referral Mindset " means you have accepted that the best way to build your business is by Generating Referrals .
Taking Action • Treat employees well o You want them to be loyal o Your staff will treat your clients the way you treat them • Under-Promise, Over-Deliver o Exceed your clients expectations • Do what you say you will do • Tell the Truth
Taking Action • Listen to what your clients are really saying o Repeat what they say if it is important; this lets them know you are actually listening • Provide monthly status reports • Use Surveys o Value of Complaints o "A relationship that's had a problem is a stonger relationship than one that's never had a problem."
Law of 250 By Joe Girard • Joe Girard is listed in the Guinness Book of World Records as the Worlds Best Salesman . • Joe believed that each person knows about 250 people. He figured if he could get everyone he knew to remember him and recommend him to their friends, it would expand his marketing efforts 250-fold.
How did he do it? • He stayed in touch with EVERY lead, prospect and customer by sending greeting cards o Mailed 13,000 monthly o Signed each and every one personally (not really) o Mailed them in plain envelopes with handwritten addresses o Used different sizes and different stamps
Referrals • Why would someone want to give you a referral? o To be helpful to their friends and family o To help you because they like and trust you
14 Strategies to Get Referrals 1. Ask Clients 8. Contact fellow Law School Alumni 2. Give Gifts 9. Create Referral Network Club 3. Always send Handwritten Thank You Notes 10. "Remind People" 4. Set up an Advisory Board 11. Give Referrals to Others 5. Client Appreciation Days 12. Position Yourself as an Expert 6. Stay in Touch – Newsletters & Cards 13. Staff Contests 7. Ask Lawyers in other practice areas 14. Other Professionals
Referral Strategies 1. Ask Clients a. Pick appropriate time b. Educate them on the type of cases you want c. Educate them on how to give you a referral
Referral Strategies 2. Give Gifts To Key Referrers Divide into 3 Groups: A. Gift every month B. Gift every other month C. Gift every quarter Food, tickets, books, etc .
Referral Strategies 3. Always send handwritten Thank you cards
Referral Strategies 4. Set up an Advisory Board
How it works
How to Create a Client Advisory Panel that will Give you Lasting Referrals I. Introduction A. Cheapest way to get cases = referrals B. Usually better and larger fee cases come from referrals C. Easiest lead to convert is a referral II. Why People Want To Be On A Client Advisory Panel A. People like to be asked for advice B. People want to be closer to a celebrity or someone they view as important C. People like to belong D. People like to be appreciated E. People like to feel important III. What Is A Client Advisory Panel? A. Group of past clients or people who have referred you cases in the past. B. Meeting at a local restaurant 2-3 times per year. C. You do surveys and get feedback on client service, your advertising and your ads.
How to Create a Client Advisory Panel that will Give you Lasting Referrals – Cont. IV. 7 Steps to Creating A Client Advisory Panel Step 1 – Collect data on who is referring you cases in the last 3 years or just create a list of past clients you like and who like you Step 2 – Send out a letter inviting them to join your Client Advisory Panel Step 3 – Set up a meeting 3 times per year and send out notices to remind them. Step 4 – Prepare Surveys Step 5 – Require all of your attorneys to attend Step 6 – Order promotional items to give to each member – Examples: Flashlights, nice pens, key chains, calculators Step 7 – Have a meeting on a Tuesday or Thursday night between 6-7 PM and keep it under 2 hours in duration. Buy their meals V. Conclusion A. Check the ethics rules for your state. B. These people will refer you more cases than your family! C. Very efficient way to get more referrals!
Name:______________________________ Question #1: What made you choose H&A? Answer: Question #2: What is the first thing that comes to mind when you hear H&A? Answer: Question #3: What makes H&A different from other law firms? Answer:
Referral Strategies 5. Client Appreciation Days
Referral Strategies 6. Stay in Touch - Valentine Cards, Birthday Cards
Referral Strategies 7. Ask Lawyers in Other Practice Areas - Key is Reciprocity - What can we do for you?
Referral Strategies 8. Contact fellow law school alumni in your area and host monthly networking events • Dinner, drinks, hors d'oeuvres, breakfast meetings • Have your associates do the same
Referral Strategies 9. Create a Referral Network Club • 50 Occupations • Host a Monthly Meeting • Minimum 2 Referrals per Month • Let 2 speak at Each Meeting • Create Website • Charge $100 per year
Referral Strategies 10. Remind People you communicate with Emails "A referral is the Greatest Compliment you could ever give us. If you know someone in need of our services, we welcome the opportunity to help."
Referral Strategies 11. Give Referrals to Others
Referral Strategies 12. Position yourself as the Expert Write a Book
Referral Strategies 13. Have a quarterly or annual contest for your staff
Referral Strategies 14. Develop Referral Relationships with Other Professionals 1. Doctors 2. Therapists 3. Body Shop Owners 4. Wrecker Service Owners 5. Influencers – Hog Chapter Presidents, Union Stewards, etc.
Key is to Develop Relationships What can you do for them?
Questions?
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