Market Yourself When Making Referrals

While there is still a surge of lawyers going solo, many solo attorneys are finding success by developing a niche practice area (or areas). Many times, working in a niche area can be frustrating because of the high number of clients you have to turn down or refer to another attorney.

When you are making referrals, however, make sure you market yourself by explaining your practice area.

Tell them what types of cases you handle

I practice consumer rights law, but I generally only handle two types of cases. Up to this point, I have had enough work to keep me busy just handling those two types of cases. I still get a fair number of phone calls about other issues: auto fraud, repossession, and other assorted consumer complaints.

Before I refer clients to another attorney that can help them, I always give my elevator speech and tell them what types of cases I do handle: I sue debt collectors when they harass consumers and I also defend consumers in debt collection lawsuits. It’s hard to be more succinct than that.

You may uncover a case you can handle while making the referral

On more than one occasion this has led to a potential client turning into an actual client. Some potential clients immediately bring up another situation, completely distinct from whatever they called about, and have a case I can handle.

On other occasions, those potential clients call back weeks later, or even refer a friend to me just because I took ten seconds to explain what types of cases I can help with. I admit that it felt a little weird at first, but then I realized how important it is. If you do not take the time to explain your area of law, that potential client will never remember you—because there was nothing to remember.

Make the most of every potential client contact and it will pay off down the road.

(photo: http://www.flickr.com/photos/kharied/3315558702/)

  • http://www.coyelaw.com Wade Coye

    One of the most efficient ways that my firm is referred clients is by taking those few minutes to be polite, courteous, and helpful to those people that I have to refer outside of my own practice areas. I was speaking just yesterday with one of the case managers about a lady a few years ago who we were unable to assist, but who has since referred us three cases which have turned into clients. Making the impression of friendly professionalism is invaluable toward expanding your business and can reap great rewards.

  • http://www.swreporting.com Tim McCarble

    Wade – Great point, Being “polite and courteous” is almost a no brainier now a days too, with the market being so tight as is… I really think you have to go “over and beyond” to get NEW business and KEEP existing business…

    I’ve found that over the past few months, bringing my existing clients small gifts – or even just dropping in to say “hello” has gone a VERY long way… That’s what I mean by going “over and beyond”

    Just my thoughts on it anyway… hehe

    Tim