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Successful Referral Relationships:
How to Start Them
Have you ever met a potential referral partner, but never sent any clients their way?
Why do you think that was?
Understanding Referral Dynamics: It's all about them
Understanding the dynamics behind a successful referral relationship is critical for Elder Law Attorneys - and you can get a great start right at home.
As you know, VSA does the back-office work to connect Elder Law Attorneys to potential referral partners. But, scheduling the initial meeting is just the start. The real relationship-development starts from the moment you walk through your potential referral source's door. And, it's almost all based on gut feel.
Remember, in the beginning, "It's all about them."
Ingredients of Successful Relationships
Here are some of the ingredients of starting successful referral relationships. Your own experiences and how you've responded to individuals who have wanted business from you can validate these or add other ingredients:
1. Likeability: Can you relate? Are you empathic?
In the initial meeting, find something you have in common: a sport or hobby, where you went to school or were raised, children. Really anything. Talk about this to develop a rapport.
Ask questions and listen. Let your referral partner talk about him or herself.
Don't do a sales job immediately. They already know other Elder Law Attorneys, whom they probably like a great deal. Your job initially is to set the stage for an enjoyable referral relationships and prove that you're likeable, too.
2. Trustworthiness: Are you really who you say you are?
When you briefly talk about yourself, provide some context to ensure credibility. Personal examples are the best: a case you worked on (without breaking confidentiality), how you've built your practice, why you are in this area of law.
Your referral partners will want to hear some reason why they should consider doing business with you. A personal story that illustrates that you care, you deliver on promises and you won't disappoint their clients is critical.
3. A clear message. Do they understand you? Do they know what
kind of client to refer?
You need a simple explanation of what you do. Don't talk legalese. Speak in terms of how you help clients. Also talk about how you can help your referral partner. And, if your practice is small or growing, be honest. Don't promise a lot of referrals if you cannot deliver.
If you handle only Medicaid Planning, make sure they know this.
If your practice is complex, consider simplifying the message to one or two areas of law. If you are successful in building a relationship, you'll have plenty of time in the future to highlight the other areas.
4. Be Memorable: Will they think of you after you leave? Will they refer
to you?
No one can expect an onslaught of referrals after one meeting. If the rules of advertising holds, and we at VSA believe they do, you'll need to be in touch 6-15 times kind of client to be top of mind.
Send a personalized thank you. Make periodic phone calls just to say hello. Take the best referral sources to lunch. Bring breakfast to the staff. Send a regular newsletter. Make referrals whenever you can. Ask referral partners to speaking engagements with you.
Beginning a referral relationship is no different than starting any other relationship. It requires work. If you can cultivate 4 or 5 very strong and active referral partnerships that last your entire career, you can consider your referral program a winner.
VSA is proud to be a NEALA Discount Member Partner.
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VSA brings you Referral Connections, specifically designed for Elder Law Attorneys. We are tremendous believers in building strong referral partnerships because we know that the number one factor cited by clients when selecting an Elder Law Attorney is that the attorney was recommended by a trusted source.