In Referrals We Trust

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People often say that word of mouth advertising is incredibly powerful. We know this must be true because almost every survey of buyers of professional services ever undertaken suggests that a personal referral is always the primary driver of the selection process. 

Referrals are incredibly credible and, even better, they’re free. And as social media has gained in popularity – and influence – the power of referrals has become amplified. As a result, referral sources should always be included in your business development planning.

When thinking about potential referral sources you should consider current and previous Clients, friends, colleagues, other types of professionals with complementary practices, members of associations or organizations you are active in or anyone else who likes you and values the service you provide.

One category of potential referral source never to forget is other attorneys in your firm. It’s not uncommon for attorneys to refer work across the street instead of across the hall because a potential referral relationship hadn’t been cultivated. This is the worst kind of lost opportunity.