You might have frequent-flier miles or something as basic as a punch card for a free coffee. You like rewards. You know how you like to be treated when you walk into a favorite restaurant or bar. They may not know you by name but they treat you like royalty. They know you have choices and you choose to patronize their business.
The same holds true for you when you get a referral from another attorney.
How you treat them may determine whether they continue to refer clients to you or send them somewhere else. It’s up to you to make them feel valuable and recognize their generosity. I am not talking about referral fees.
Before getting into strategies, you have to ask yourself if you have clearly communicated your services and record of success to your colleagues and the public at large. Is your marketing team targeting other lawyers through legal or association publications, or are they relying on sponsorships that include every other law firm? When you send out a press release crowing about a successful mediation or ruling, do you have a boilerplate at the end that references all your services?
I enjoy reading news stories throughout the day, and it amazes me how many law firms miss opportunities to tell their stories.
Since a significant portion of law firm business comes from lawyer and client referrals, it is important that colleagues know what you offer, your success in a given area of law, and that you have successful and happy clients.
How, you may ask? Allow me to make some suggestions.
Whether you practice with a mid-size firm or are a solo practitioner, you can join organizations to meet other professionals and prospective clients. Whatever you do, get out from behind the screen, put down your phone, and go out there and meet people. Don’t let big firms with marketing departments have all the fun.
Shy or not sure what to say? Develop an “elevator speech.” There’s a book I recommend by Fred E. Miller titled “No Sweat Elevator Speech.” It’s a quick read and very useful. Miller also wrote a book about public speaking titled, you guessed it, “No Sweat Public Speaking.”
One way to develop the “elevator” talking points is to think of the most valuable services your firm offers; then memorize a few sentences to convey these as quickly as possible.
In addition to networking with community and professional organizations, you need to position yourself as an expert.
First step: Be an expert. I know that term is frowned upon by some state bars, but hear me out. You can establish yourself as an authority in your primary practice area, assuming you really are, by doing a couple of things.
Make sure the press and other media platforms hear about your successes, especially in regard to your practice area. For personal injury attorneys, send out a press release when you obtain a favorable verdict. Nothing is too small because you need to establish a pattern in their minds so that when they think of personal injury firms, yours is top of mind.
Place an ad in your legal publication or the KCBA Bar Bulletin and get your news out. Do the same for awards, staff hires, and anything new at your firm.
Next, make yourself available to speak at community organizations. For example, if your practice area is medical malpractice or related medical areas, identify community organizations in the medical field: your local American Medical Association affiliate, psychological associations, nurses’ associations, mental health groups, or organizations such as the Performing Arts Medicine Association. There is an organization for almost anything you can think of. Just Google it.
We live online. The traditional press reaches an elite few. Thus, online influencers and digital spaces also matter. Identify groups on Facebook, LinkedIn, X, and Bluesky that reach people you want to work with or hire you outright. Does your firm have a presence on each of the aforementioned social media sites? This is critical for a law firm’s business growth. Use these outlets to your advantage. Most everyone else does.
Get involved in organizations like this bar association. KCBA has committees and sections you can explore. Take advantage of those opportunities. Woody Allen said it well, “Eighty percent of success is showing up.”
Use your website to position yourself as a leader in your practice area. Ensure your webmaster gets every press release and announcement that you have and uses it as content. Be sure to include your website and email addresses in every press release. Put links to your social media on your website so people can learn more about your community engagement.
Do you reward referring lawyers? Not only with referral fees — foster your relationship with them to pay them back in kind. If you don’t already have a connection with them professionally or socially, create one. Larger firms can hold a reception for referring lawyers. It doesn’t have to be elaborate, and you can bring them into your offices for a drink and snacks over happy hour and to chat. Give them a brochure or an information kit to take with them when they leave. Maybe an appropriate premium item they will use. Consider investing in a useful branded gift or an info kit they can take with them. Emphasize your capabilities so they will feel confident referring business to you. Treat them well, and they will sing your praises to their peers.
Golf outings are nice, but a tournament benefiting a relevant cause is more fun. Nonprofit organizations often have charity tournaments, and they would welcome you to participate.
So, get out there, get involved, and communicate with people who can refer business to you. Publicizing your business will come naturally the more you do it.
KCBA member Jim Grandone has provided public relations services to many lawyers and firms over the years. As the owner of Grandone Strategies, he has conducted media training sessions and crisis communications work with lawyers in several states. You can visit his website at grandone.com and contact him at grandone.james@gmail.com or 618-692-1892.
