14 Strategies to Get Referrals Marketing Director Certification - - PowerPoint PPT Presentation

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“14 Strategies to Get Referrals”

Marketing Director Certification Program: Lesson 11

with Ken Hardison The Authority on Legal Marketing

• 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!

Referral Rule

• Key Test

§ Would you hire your firm?

• Client Services is a must

Must be Referrable

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

Relationship is Everything

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

• 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

How to Develop a Referral Mindset

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
• You want them to be loyal
• Your staff will treat your clients the way you treat them
• Under-Promise, Over-Deliver
• Exceed your clients expectations
• Do what you say you will do
• Tell the Truth

Taking Action

• Listen to what your clients are really saying
• Repeat what they say if it is important; this lets them know

you are actually listening

• Provide monthly status reports
• Use Surveys
• Value of Complaints
• "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
• f 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

• Mailed 13,000 monthly
• Signed each and every one personally (not really)
• Mailed them in plain envelopes with handwritten addresses
• Used different sizes and different stamps

Referrals

• Why would someone want to give you a

referral?

• To be helpful to their friends and family
• 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

• 10. Remind People you communicate

with Emails

Referral Strategies

"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

• 12. Position yourself as the Expert

Write a Book

Referral Strategies

Referral Strategies

• 13. Have a quarterly
• r 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?