Referrals are critical component for generating the work for the law firms. It reminded of the importance of networking, and those who build strong referral partners are often very successful. Word of mouth and referrals continue to be cited by consumers as the primary way, but the Internet has recently changed the referral process. Clients view the Internet as a valuable information resource, and in virtually all cases, the Internet will be used to provide additional perspective and details which will affect decisions.
After receiving a referral the Client decides to research the provider being referred before contacting him/her. Even when a Client receives a strong referral, often they will still “Google” the lawyer or law firm and look for their website. What they find may help or hurt their’s chances. A referral in itself helps Client to make the decision but Client will make evaluations based on the information collected from internet and other resources, all before they contact him/her. The Client is also likely to research topics or issues pertaining to their situation. Therefore, clients are fairly well-informed (or they believe they are) when and if they call the provider. When someone asks for a recommended provider, they typically receive several responses. This creates a lot of options, and possible work for the client, and many are willing to do it to make their decision.
As a professional who seeks to build a strong network of referral partners, there are a few things you can do to help yourself:
- Deliver a great service that is worth talking about by others. If you do something that others do not, and delight your clients, it will give both you and them something to talk about with others. You will stand out from the crowd.
- Your referral partners should know who your ideal client is and how you can help them. Law firm or lawyers should explain their services in detail to their referral partners as as clients. The lawyer will get the right kind of clients this way. The happy clients refer a lot of business and create an image for the lawyer.
- Make sure you help yourself with your online presence and image. Make sure it reinforces your brand and credibility.
- Use marketing and advertising to supplement your referrals so you have both referral business and newly generated business for your firm. This blend will keep you busy and well-fed.
