Growing Your Professional Network

Many lawyers get stuck in the mindset that referral cases come from past clients. While most of your referral cases probably do come from past clients, there is another major source of referral cases: other attorneys. Acquiring cases from other attorneys can be very, very lucrative. There are many attorneys whose entire businesses are built off nothing but referral based work. Here is how your firm can start obtaining these cases and become a go-to law firm for particular types of cases.

Don't try to be everything to everyone

Most law firms make a very common mistake. They profess to specialize in dozens of types of law and really, what they are saying is that they are a jack of all trades, but a master of none. Other attorneys will only farm cases out to other law firms that specialize in something they don't. Therefore, your law firm needs to find it's niche and focus specifically on that niche. Otherwise, you will be just like the other hundreds of attorneys in your area with a general law practice.

Market yourself

Your firm also needs to work on developing relationships with these other lawyers. That means you must market yourself and your firm to these attorneys. To do this, you can take several different paths. The best place to start would be to  invite a targeted group of  lawyers you know that don't practice your type of law out to lunch and ask for their referrals.  Another great source of referral building, is hosting an "open house" at your office.  Invite people into your world, allowing them to get to know you and your staff.  Building solid relationships with other lawyers who respect your work is key. It obviously needs to have more nuance than just saying, "Give me the work you can't handle," but that will just come down to your personality. Using collateral pieces has been effective for some of our clients. Sending out print pieces showing the results you produce for your clients and information about your practice is a great way to brand your firm and develop these referral sources. You can't get these referrals if you don't ask for them. But beyond marketing, there is one other sure fire way to acquire these cases.

Be a good attorney

This is easier said than done, but that is the best way to develop a reputation for achieving results. Without a track record in the court room, no one will refer a case to you. So, if you aren't a good attorney, maybe it is time to partner with an attorney that is and you can focus on the marketing. Or, maybe you are a fantastic lawyer, but can't market yourself to save your life. If that is the case, hire a marketing manager who can take care of the marketing for you while you spend time in the court room. But at the end of the day, if your firm isn't good at what it does, it will be tough to receive referrals from other attorneys.

None of this is as easy as what we have made it out to be. Being a great lawyer or a great marketer takes a ton of hard work and determination. Being great at both is a huge challenge. That is why there are so few great attorneys who happen to have great marketing as well. In order to develop referral work from other lawyers, you just need to be a great lawyer with some marketing on the side. But you have to market yourself if you want to see referrals come in from other attorneys. Contact Network Affiliates to discuss how to develop your referral network.