Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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I was working with a client today and I gave her an assignment to make a list of relationships that could help her in developing business. She asked... "you mean that could give me business?" And I realized that to me the distinction is very clear, but that I should define it.

There are many circles in which we have relationships and in each of those there are different ways that people could help us develop business.

First, let's explore the ways...

• Obviously there is the category of a client that has the authority to send us work.
• There is the person that can recommend to someone that they call you.
• There is the individual or group that has influence over what a larger group of people might think... like clergy or an executive director of an organization.
• There are suppliers that can help make you look good... you get work, they get work.
• There are people that you can learn from... to be a better lawyer, business person or business developer.

Second, there are all the circles that exist in your life...

• Your family and friends... you would be surprised how many lawyers never tap into this group. Who knows you better and has your best interest at heart more than your family and friends?
• Business colleagues... from various places of employment, organizations, etc. where do you have relationships that you could cultivate? Could they introduce you to others?
• Law school classmates... stay in touch, grow together and meet their friends and colleagues, grow the circle.
• Civic and religious circles... where do you spend your time? Do you have deep relationships or and they simply people you just say hello to? 
• Hobby circles... if you love things like playing music or ride horses, etc. this circle could be what fuels your passion... and creating a bridge to your legal practice could take your work to a whole new level.

You get the idea. I bet if you give it some thought you can come up with several more. 

Business is about relationships and it couldn't be more true in the legal profession. You need to focus on those circles and look for people that can help in various ways. And you need people helping in all those ways. Just because someone isn't in the position to send you work doesn't mean they can't contribute to your success in some other way. 

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How did you find your last real estate agent? I bet it was via a referral. Take a lesson.

Some of the greatest marketers I know are realtors. And when it comes to referrals? They’re masters. In fact, most established real estate agents work solely off referrals from past clients. Sure, the businesses may be a bit different, but the basic principles apply to everyone. Here are a few links to some great articles by and for realtors. Open your mind and see how they apply to your own referral business… you may be surprised!

Black Pearls: 6 Prospecting Tip to Help Grow Your Business,  7 Ways to Generate Leads and Build Your Business,  8 Ways Real Estate Agents Can Generate Referrals for Free

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For the past two weeks we’ve explored the idea of trust and how to build that trust with clients, potential clients and colleagues. So once it’s there what comes next? You guessed it: referrals. But getting referrals isn’t as easy as doing a good job. You have to let people know that you want them… and what type of referrals you want. Here are five tips for getting started:

1. Don’t be shy. The only way to get more work is to ask for it.

2. Understand what you want. People can easily send you work if they have a clear idea of what kind of work you’re looking for.

3. Focus on the right people. If you have a referral source who has sent you 1 case and another who has sent you 20, it becomes clear where to place more of your efforts.

4. Make use of family and friends. They know you best and won’t be afraid to throw your name out.

5. Have a plan. Know how you’re going to follow up with a referral source and create a system for everything from initial contact to a follow-up and thank you gift.
 

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A long list of organizations may look impressive to some, but how much is it really helping your marketing and business development?

This week we asked: How many organizations do you take an active leadership role in?

1. None - 0%

2. 1-3 - 72%

3. 4-6 - 0%

4. 7-10 - 28%

5. More than 10 - 0%

My Thoughts:  28% are active in more than 7 organizations. From my point of view I can't imagine how one could practice law and be a leader in more than 7 organizations. If you can, more power to you... but I suspect the leadership is minimal. Now for the 72% who are leaders in 1-3 organizations... congratulations!

Making the most of your membership means truly committing to that organization and taking an active role in its functions and operations. Dedicate yourself to organizations that mean something to you—whether it’s a personal cause or mission, or a trade organization that caters to your target industry (and clients). Then make sure you get to know the leadership by offering your help and services. It can be as simple as writing an article for their newsletter to as involved as hosting a fundraiser. Dedicate your time, your knowledge and your services and with time the referrals will start flowing.

John Sumberg of Bilzin Sumberg stresses this point to all his attorneys. Says Sumberg:

“Always remember that business development is about creating relationships, not making sales.”

Black Pearl: This piece by Terrie Wheeler has further tips for maximizing your involvement in industry associations...and a great list of online resources which will help you find the right ones!

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Your friends and family can be an incredible source of referrals... as long as they know just what it is that you do.

This week we asked: What percentage of your friends and family truly know what you do?

1. Less than 25% - 35%

2. 25-50% - 40%

3. 51-75% - 17%

4. 76-100% - 8%

My Thoughts: What a wake-up call! Only 25% of you say more than 51% of your friends and family can clearly articulate what you do, why you’re good at it and what type of business you’re looking for. Not good. If they can’t pass on your points of differentiation, they can’t help you bring in business. And they certainly can’t bring in the kind of business you really want.

Here’s my advice... Make sure those closest to you really understand your marketing and business development needs. Take the time to explain the kinds of business you’re looking for and why you’re a match for it. Chances are they’ll be more than interested to hear and will go out of their way to think of people they can introduce you to. You’ll be surprised how many of them have connections you never knew existed...and they’ll be thrilled to help out.

Marrero Bozorgi’s Susan Bozorgi has a similar outlook:

“Realize that your friends are the cornerstone to your marketing plan; ask for their help and resources. Maintaining friendships is one of the most important things you can do to grow your business.”

Black Pearl: Uncomfortable approaching friends or clients for referrals? Here’s a good piece by Donna Erickson of Erickson Marketing on Missed Opportunities. Enjoy!