Originally published on August 23, 2010 in our free SmallLaw newsletter.
The success of your practice depends on a core of solid, reliable referral sources. You count on these people to send you business in good times and in bad. They know you, like you, and trust you. You can't live without them. You've got to create and nurture these relationships, or you're dead. In this column, you'll learn how to do so and have fun at the same time — nine tips in all.
The Secret to Lawyer Referral Relationships
How do you feel about your next referral source meeting? Are you excited, or are you dreading it?
You won't develop referral source relationships if you don't enjoy the process. You're a lawyer, and one thing I've learned about lawyers is that they won't do anything they don't want to do.
You've got to have fun building referral source relationships, or you're going to put them on the back burner. That's a fact I've learned to accept. If you aren't having fun, you're going to find a way to skip out on this essential part of building your practice.
1. Like Them or Ditch Them
Don't get involved with referral sources you don't like. When you meet a contact for the first time, make a decision. If you don't like your contact, then scratch him or her from the list. Cut the meeting short and go back to work. Only keep people you like on the list. If you can't get jazzed about seeing a person again, leave him or her for someone else to cultivate.
2. Find an Activity in Common
As you get to know your contact, listen for activities you have in common. As soon as you find something you both enjoy, get off the coffee/lunch train and do the activity. Take your contact to a baseball game, play golf, bowl, or enjoy the ballet together. You already enjoy the activity — now you're sharing it with your new friend. As a bonus, most activities are better for your waistline than eating and drinking.
3. Bring Them Home For Dinner
Dinner at your house is more fun than a business lunch. You'll all relax, have some wine, and get to know your spouses, significant others, and possibly children. A home visit takes your relationship to the next level and gives you both insight into the other person's life. Of course, dinner at your house leads to dinner at your contact's house. The relationship becomes closer and closer.
4. Learn From Them
Figure out what your referral sources know — their expertise. Ask for help and advice. Get engaged in the subject matter of their expertise. Is he a motorcycle restoration expert? Do you have some interest? Ask to help so you can see how that vintage Harley works firsthand. Does she speak Spanish? Would you like some help learning conversational aspects of the language? Ask.
5. Help Them in Business
Don't miss a chance to help your contacts with their business. Refer business to them, but go further and do more. Offer your vendors if they might be of assistance. Look for products they might find useful. Keep their needs top of mind as you move through the day, and you'll find ways you can help. Helping others feels good.
6. Ask for Advice
Ask for advice and you'll receive some good ideas and, better yet, foster a positive feeling in your referral source. Everyone likes being asked for and giving advice. It makes us feel special, and we get that same good feeling you get from helping others.
7. Be a Friend
Life is filled with unexpected twists and turns. When your referral source encounters a problem, make yourself available to help. It might be covering childcare when a medical problem arises. It could be transportation for a child when a schedule conflict pops up or helping out at an event your contact is hosting. Be there when the need surfaces, and you'll cement the relationship.
8. Shop for Them
Keep your referral sources top of mind when you're out and about. Buy them a gift while you're visiting an exotic vacation destination. Pick up a pie for them while you're at the farmers' market. If you truly know your referral sources, you'll know when you've stumbled across the perfect gift. It feels better to give than to receive, right?
9. Friend Them
Be sure to friend or follow your referral sources on Facebook, LinkedIn, Twitter, and Plaxo. Talk to them about any other networks they're involved in and join them. Share your interests and life via the Internet. Post pictures on Facebook, post business developments on LinkedIn, and tweet to your heart's content on Twitter.
Conclusion
These nine actions can have unexpected results. The next thing you know, you're having fun with your referral sources. Your relationship becomes economically beneficial and enhances your life. Don't hold back with your referral sources. Go all the way and you'll build a practice that supports you financially and emotionally for years.
Written by Lee Rosen of Divorce Discourse.
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