The Best Ways for Attorneys to Establish a Referral System with Existing Clients
by Kristi Patrice Carter, JD
One of the most effective strategies for lawyers to attract new business is building a strong referral network. An attorney’s greatest advocate is a satisfied client. According to a report by Clio, “59% of clients sought a referral from someone they know or have been in contact with.” However, promoting and enabling client referrals is not as easy as one might think. It requires a systematic approach and the implementation of a referral marketing strategy. At KPC Marketing, we specialize in helping our attorney-clients obtain referrals from their clients. Here are some of our clients’ most efficient methods for generating steady referrals.
Provide an Outstanding Client Experience
Delivering an exceptional customer experience is essential for any successful business. A strong industry reputation is vital for effective referrals to happen. When clients feel appreciated and well-treated, they are more likely to recommend your services. To cultivate a positive relationship between attorneys and clients, one should:
- Specialize in relevant areas of law.
- Work diligently to establish a strong track record of success.
- Showcase your deep legal knowledge.
- Stay updated on legal developments and strategies.
- Communicate clearly and frequently about case progress.
- Establish achievable expectations and provide results.
- Exhibit empathy, competence, and knowledge about your clients’ issues.
- Be open to constructive criticism and make changes when necessary.
Most attorneys focus on getting new clients but forget to take care of the ones they already have. This is not a professional or wise way to run a business. Additionally, if you consistently deliver shoddy work or treat your clients as less-than-top priority, they’ll go elsewhere and bad mouth your business. Consistently delivering a positive experience enhances client satisfaction and naturally expands positive reputations and brands.
Ask for Connections at the Right Time
Timing is crucial, but many lawyers are reluctant to request referrals. The ideal times to inquire are as follows:
- Immediately following a case’s favorable resolution.
- When a client expresses gratitude or appreciation.
- During follow-up meetings after a case has closed.
- After you have worked diligently to rectify an issue and devised a mutually agreeable resolution to a problem.
An honest and straightforward approach is best. Don’t be afraid to ask for the referral. Let’s say you do an exceptional job for your divorce client, you wouldn’t say, “The next time you get divorced, call me.” Instead, you’d say, “I know this was a difficult time for you (if it was) and if you ever need further assistance or know someone who might benefit from my services, please give them my contact details.”
Leverage Client Testimonials
Client testimonials enhance credibility and trust by serving as social proof that you’re worth hiring. Consistently high reviews encourage prospects to hire you because of your ability to satisfy others in the past. Always check and double check your reviews on your website, Avvo, or Google. If possible, respond to both positive and negative reviews with honesty. If you’ve made a mistake, admit it and attempt to rectify it.
Any powerful testimonials, with your client’s approval, can be used in your social media posts and email newsletters. Video testimonials are especially effective in demonstrating client satisfaction. To streamline the testimonial process, provide ALL clients with a simple template or key points to include in their reviews, along with clear instructions on which sites they can use for leaving reviews. Ask them to contact you with any issues before posting so you have the opportunity to make things right because once “negative reviews” exist, they are hard to overcome.
Stay Connected Through Email Marketing
Keep your email list updated. Evaluate click-through ratios and use split testing to see which email style works the best. Connecting with prospective and former clients regularly helps you stay connected to former customers. Typical newsletters may contain:
- Updates on developments in the law or legal trends
- Success stories and case studies
- Helpful legal tips related to your practice area
Over time, sending value-driven emails increases the likelihood of recommendations by fostering solid relationships and keeping your name out there.
Conclusion
Providing outstanding customer service, earning your clients’ trust, engaging in proactive client involvement, and using creative strategies are vital to building a successful legal career. Satisfied clients are your best marketers. Through experience with your firm, past clients know that you can deliver exemplary legal services.
Creating a successful referral system is a marketing game-changer that will catapult your law firm to even greater success.
If you need help developing or implementing a strategic referral marketing system, KPC Marketing can help. Our experienced legal marketers have over 30 years of experience assisting clients to create and implement a successful referral marketing strategy. Contact us today at xxx-xxx-xxxx for a free, no-obligation consultation.
