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Need More Clients? Just Ask!

Posted by Dave Lorenzo

If you get one from a client you can get ten or twenty from them.

It is the most effective form of marketing.

It is also the most efficient way to acquire a new client.

Yet most attorneys don’t do it.  In fact, most attorneys have some kind of hang up about doing it.  They have an unfair distain for the practice.

Have you figured out what we are referring to?

It is the most effective and underused strategy for getting more business.

We are talking about asking for referrals and using the three step process that could help you double your client base almost overnight.

Many people – and attorneys are no different – are reluctant to ask their clients to refer them to others.  The question is: “Why?”.

The answer probably lies deep within our subconscious.  When we were kids we were taught to be polite and not be too “pushy”.  This is one of those scripts that is running unconsciously in the back of our mind at all times.  Over and over again it is playing in the background:

    “Don’t be too pushy.” “Don’t be too pushy.” “Don’t be too pushy.”

This is powerful stuff developed over years and years.  It was installed by people who had the most profound influence on us – our parents.

And it will absolutely kill you if you want to build a good size law firm.

You need to break through all of that subconscious programming.  Once you do, you can begin to ask for more referrals from your existing clients.

There is a secret about clients who provide you with referrals that will be worth a fortune to you. The client who refers once can and will refer many more people, many more times if you motivate them to do so. Once a client has referred someone to your firm, he/she used as a referral resource over and over again.

There have been numerous studies done that show that the average person has a circle of influence of about fifty people.  That’s fifty people who will take this person’s call and listen to what he has to say.  So every client who is happy with your firm should provide you with fifty opportunities to help someone else in a similar fashion. 

Yet research conducted by the American Marketing Association indicates that the average satisfied client only tells an average of three people about his or her experience with a firm. 

So how do you get from three to fifty?

There is a simple three step process that any attorney can follow to get more referrals almost instantly.

The three steps are:

Ask

As we already discussed, you have to ask in order to receive.  Picking the right time to ask is key.  You want to ask when the client is full of good feeling. Always ask a client for a referral after presenting some great results or receiving a favorable decision or outcome.

Social events are also great opportunities to ask for referrals.  If you are kicking back and enjoying a relaxing lunch with a client, you can ease into the conversation by asking what his ideal client looks like.  Make sure to whip out a piece of paper or note pad and take careful notes as he describes his ideal client. 

Now just having this conversation might lead him to ask you what your ideal client looks like.  This is a great opportunity to ask for a referral.  If he doesn’t ask you about your ideal client at that point – just let the whole conversation drop. 

The next day, send him an email (or give him a call) to thank him for spending time with you and for being your client.  Then give him a referral to someone who you believe fits his profile of an ideal client – actually volunteer to set up a meeting between him and the other party.  At THAT point, give him a description of your ideal client.  Then ask if he knows anyone who fits that profile.

Receive and Report Back

This is the part of the process where many attorneys blow it.  When someone gives you a name and phone number of a potential client, you must call that person immediately.  As soon as the client says that it is “ok” you need to follow through on that lead. 

After you speak with the person who has been referred to you, it is imperative that you report back to the person who gave you that lead.  The report back tells the client that you appreciate the referral.  It also helps let the client who refers know that it is ok for him to follow-up with the other party.

Immediately calling the new potential client is critical and so is the follow-up call.  Although you will be tempted to skip this step, please don’t.  Make sure to include it in you referral strategy.
Reward

Once you receive the referral and that prospect becomes a new client, you need to reward the person who referred the business to you.  This is essential.  If you don’t do it, the client will definitely have a negative impression of you.

But the importance in rewarding a person who refers business to you goes well beyond avoiding negative word of mouth.  The value of rewarding a person who refers comes in the reinforcement of the positive behavior that referrer exhibited. 

There are many different types of referral rewards that have been effective for our clients over the years.  Some of the best rewards are gifts of food.  There are three reasons for this:

1.) Sending food is the equivalent of “breaking bread” with a client.  This has historical and psychological significance for most people.
2.) Food is often shared with others in the office.  This gives the person who receives the reward a chance to be a hero by giving a snack to the office staff.
3.) People do not feel guilty taking a gift of food.  If you sent cash, some folks would feel guilty or they might feel that the gift is inappropriate.

Steaks, fruit baskets, cookies and brownies are all great referral rewards to extend to clients who send business your way. 

Asking for referrals is by far the easiest way to double your client base quickly.  Make a list of ten clients you can contact today for referrals.  Then get on the phone and call them.  It will seem awkward at first but these are the easiest sales calls you will ever make.

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Your Law Firm Marketing Strategy Has Transformed My Practice

Mark Fried

“Thank you for your contribution not only to my firm but to the legal community. The strategies you have made availabile to me have transformed my practice and my life.

The guidance you have given me has allowed my paralegal and me to provide better service to my clients. This is extremely positive and has increased the referrals from my clients to me.

You are truly the best at enabling me to ‘make more rain’ with your law firm marketing strategy”.

Mark Fried
Mark E. Fried P.A.
Miami, FL

Dave Helps You Achieve Your Attorney Marketing Goals

Leslie Zigel

“Dave Lorenzo is one of those people who know how to tap into an individual’s ultimate career and personal potential and unlock the life force that is necessary to manifest the drive and desire inside of everyone to achieve their full calling.

I highly recommend David’s attorney marketing services if like me, you seek to work to live, instead of living to work.”

Leslie José Zigel, Esq.
Ziglaw
Miami, FL

Your Lawyer Marketing Process Has Revived My Practice

Scott Wagner

Dear Dave,

Rarely do I take the time to write a recommendation or testimonial.

But it is tough not to return the love when someone does the following:

You’ve refuled my fire to practice law.

You’ve made me earn more money.

You’ve made me proud to be an attorney.

You’ve made me a happier person.

You’ve made me a better parent and friend.

Read it again because it is the truth.  It’s also what we all want out of life.  Your lawyer marketing process provides those keys to success and for that I thank you.”

Scott A. Wagner, Esq.
Moore & Company, P.A.
Coral Gables, FL

Marketing for Lawyers: Dave Lorenzo is the Real Thing

Brett Panter

“David V. Lorenzo author and founder of Rainmaker Lawyer, is the “Real Thing.”

David has the Ideas, Concepts and Drive to help a lawyer or law firm grow their business.

He knows what it takes and is willing to help those who want to grow. David is well educated and experienced and a pleasure to work with. David can become a part of the fabric and integrity of your law firm and give you the techniques and methods for marketing for lawyers, that have taken years to learn and perfect.” 

Brett Panter
Sr. Partner, Panter Panter & Sampedro. P.A.
Miami, FL

Dave’s Rainmaker Legal Marketing will Make it Pour

Robert Rogers

“Dave has an excellent understanding of what makes businesses succeed and recognizes the importance of a good work/life balance.

I highly recommend Mr. Lorenzo’s services for any attorney that wants to understand better the wealth potential of their own practice, as well as increase the amount of time doing and living the way that we all want to. When teaching you how to rain make, Dave’s Rainmaker legal marketing will not just help you make the rain fall; he’ll make it pour.”

Robert Rogers, Esq.

Robert Rogers Law Firm, PA
Coral Gables, FL

Law Firm Marketing Plan Charged with Energy

Alicia Santana Torres

“David Lorenzo has successfully transferred the skills he acquired during a brilliant career in business consulting to the legal profession.  The lawyers in the room who had already been coached by David Lorenzo stood out from the crowd for their business vision, practice satisfaction and a solid law firm marketing plan.”

Alicia Santana Torres, Esq.

SANTANA TORRES LAW OFFICES, PL

Lawyers Marketing Their Services are Blessed to Have You

Barry Stein

Dear David:

As you already knew, and as I learned, what separates you from any other such service is the time you spend to learn and understand the attorney’s practice you are working with AND to explore the goals and objectives of the attorneys involved. This two prong approach allows for you to develop a unique plan for lawyers marketing their services.

For those who love the practice of law, it is a real relief to have someone who loves to assist in the promotion of that work. Thanks for deciding to create Rainmaker Lawyer Consulting and as corny as it sounds, I know I am blessed by your having entered my life, both professionally and personally.

Barry A. Stein, Esq.

De Cardenas, Freixas, Stein &  Zachary, P.A.
Miami, FL

Attorneys Marketing Their Law Firms Can’t Go Wrong with Rainmaker Lawyer

Steve Klitzner

“No matter what Dave is charging these days he is worth every penny.  He will help you make a great living and live a great life.

He regularly transforms underperforming law firms into rainmaking powerhouses. 

If you want direct interaction action with a law firm marketing and strategy expert who helps attorneys marketing their practices grow revenue fast, there is only one thing you can do…call Dave Lorenzo right now.”

Steven Klitzner
Miami, FL

The Top Marketing Consultant for Attorneys

Rich Gee

“Dave is THE marketing consultant to attorneys. He works tirelessly to help his clients build value and streamline their practice. I tell many of my clients to spend just a few minutes with Dave and you’ll walk away with a game plan for success. Become his client and you just might transform your firm and your life because he is the top marketing consultant for attorneys.”

Rich Gee
Stamford, CT

Expert In Marketing for Law Firms

Brad Gross

“Dave Lorenzo has helped me build a reliable and consistent revenue stream in my law practice.

As a direct result of Dave’s advice, my practice has increased by over 30%. Right from the start Dave helped me to think differently – focusing on the value I provide to my clients, and pointed out different ways of viewing my practice. We developed marketing systems that help position me in my market niche.

My meetings with Dave are definitely best described as high-level strategic planning sessions that always produce results. Whether you are looking for the next big idea or just need a boost to help you get started – Dave is the guy to call.

Working with Dave is a great experience.  He is an expert at marketing for law firms and I highly recommend him to other attorneys.”

Brad Gross
Ft. Lauderdale, FL

Key Strategic Thought Partner

Barry Conchie

“Dave is an outstanding business executive and key strategic thought partner.

He specializes in disruptive thinking and challenging orthodox approaches and specifically seeks to define a clear value proposition to all work activity. He has great business sense and is able to use very wide knowledge to come up with novel solutions. Dave commands strong loyalty because of his level of commitment and follow-through and he is excellent at maintaining a highly effective network that he leverages for everyones’ benefit.

I am very happy to give Dave my highest recommendation.”

Barry Conchie
Washington, D.C.

David is a Genius

Marc Raymond

“David is a genius — both a scientist and storyteller.

He has that rare blend of both practical and emotional intelligence that successful communications requires.

Not only does he make me think, but he makes me laugh too!”

Marc Raymond
New York, NY