Published in the October 11, 2017 edition of the Chicago Daily Law Bulletin
Some law practices lend themselves to repeat clients. For those practices, generating new business can be as simple as going to existing clients and asking them what else they can handle for them. But for specialty practices, such as divorce law, even your happiest clients may only need your services once.
For practices that feature many one-time clients, it may seem impossible to generate new business from existing client contacts. However, if leveraged properly, your one-time clients can serve as a conduit to a reservoir of potential new business.
Building a referral network from past clients is a multistep process, but if done well, can keep your practice flush with new business. Your one-time clients can be your best advocates if you leverage them effectively.
The No. 1 way to turn a one-time client into a referral source, of course, is to deliver a good result for that client. If the client is happy with your services, he or she is likely to recommend you to a friend. But there is more work to be done to turn a satisfied client into a referral. Every lawyer should have a plan of action for turning an existing client into a referral network.
Maintain regular contact with your former clients
Even if your former clients aren’t likely to need your services again, you should keep in touch with them on a regular basis. Send out holiday cards or flash drives with your contact information on them to keep your name in their minds and on their desks.
One way I keep connected with former clients is to keep them informed about community events of interest, such as local fireworks shows on the Fourth of July. These types of helpful tidbits serve as a subtle reminder to former clients of the work you did for them.
Be an expert: Write articles and make speeches
Make it easy for your former clients to recommend you by having a clearly defined area of expertise. The best way to do that is to write or speak about your area of law whenever possible.
Be creative about the venues you are asked to speak. Bar association meetings are good for generating referrals from other attorneys, but nonlegal industry events expand your reach to people who may need your services directly. Make sure that you leave attendees of these events with clear avenues to reach you.
Distribute your articles
One of the best ways to reach a client audience is through writing on topics related to your field. Keep all clients past and current on your mailing list for any newsletters or client alerts you might draft (but be sure to include a link that allows recipients to opt out of the mailings to comply with privacy laws).
You never know when your former clients might see a topic you wrote about that he or she thinks would interest a friend. Send the content in a format that is easy to forward and always include a link or clear instructions on how a potential client can reach you.
Maintain a web presence
The most effective way to showcase your expertise to potential new clients is to maintain a strong web presence. Your online marketing hub should include a detailed description of your practice, a blog that highlights your expertise in your area of law, testimonials from clients and a way for potential clients to contact you with inquiries.
Include the URL to your website in your e-mail signature and on any marketing materials so that clients can easily forward the URL onto friends when making a referral.
Ask clients to provide references
If you deliver a successful outcome for a client, don’t be shy about asking that client to serve as a reference. You should maintain a list of client references that you can give to any potential new client. If the client is willing to provide one, a quote that you can use on your website is an even more effective marketing tool.
Keep notes on your clients’ interests
Keep a checklist on each client of their interests and potential areas of need so that you can target your messaging to them and avoid spamming them with random content.
Don’t be afraid to send former clients invitations to events you are speaking at or pass along articles on topics that might be of interest to them, even if you didn’t author the articles. If you have an article that fits those interests, pass it along.
It will remind your clients that you were attuned to their needs and will make it more likely that they will recommend you to a friend should that friend have a need.
Silence shouldn’t be a dead end
Don’t be discouraged if you don’t hear from former clients right away or if your last interaction with them was only lukewarm. As long as you remain positive in your interactions with those clients and try to deliver them value-added information, they will still be likely to recommend you when they have friends with needs you can address.
Even one-time clients present you with multiple avenues for generating new business. Don’t overlook the opportunities that these clients present for marketing your practice to a new client pool.
