If you asked the people in your network to describe your firm to you, how well would they do?
Area of practice? Most people would probably get that right. Location? Probably.
Here's where folks might start to stumble.
Would they be able to describe your ideal client beyond a token few words? Your greatest strengths? Your approach?
If you're anything less than certain, then you might be losing out on quality referrals that were there for the taking.
So, how can you get the people in your network to do a better job of referring prospective clients to your law firm?
- Develop and practice an elevator pitch that enables you to spontaneously explain the positioning of your firm.
- Distribute marketing materials that are crystal clear, specific and compelling about all of the above.
- If they refer prospective clients that are a good fit, take the time to tell them why. And if they don't, take the time to figure out what went wrong.
Quality referrals have a cumulative effect. The earlier you nurture your network, the greater the impact. Each additional prospect has the potential to contribute to the life of your practice, as a client, future referrer and future referrer of referrers!
- Sandra Bekhor, Toronto
President, Bekhor Management
Small to mid-sized law firms are invited to learn more about our Toronto-based, law firm marketing and legal business development services.
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