Robert Denney Associates Inc. provides strategic management and marketing counsel to law firms throughout the United States and part of Canada. This item is from LawPracticeAdvisor • 610-644-7020 • [email protected] • www.robertdenney.com
Most law firms, regardless of size, generally depend on a few rainmakers to generate new
business. What many lawyers fail to realize, however, is that the ability to develop new business
isn’t a natural talent that is bestowed at birth.
Most rainmakers are made, not born, In other words, lawyers who learn the basic techniques – and apply them – can generate more new business than they ever thought possible. And in today’s legal market, every firm needs every lawyer, not just the rainmakers, developing new business.
Use these 17 basic techniques
Be the best lawyer you can be. Most rainmakers do excellent work.
Most new business comes as the result of relationships, referrals or reputation.
Develop and maintain relationships with the following:
- Current clients
- Prospective clients
- Referral sources
- Other attorneys in your firm
- Your own personal contacts – friends, neighbors and relatives.
If you refer to another lawyer, remember one lawyer’s definition of a good referral:
“Can do the work. Won’t steal the client. Will refer back.”
Whenever possible, refer to attorneys in your firm. And educate them so they can refer
work to you.
Call each person you refer someone to so they know you made a referral to them and are
also ready when your party contacts them.
Don’t try to be a salesperson. It turns most people off. Be a problem solver.
Be a good listener. Hear what is said – and what is meant.
The Principle of Transfer of Impressions. Non-lawyers are strange people. If they know you
are a lawyer, and if they are impressed with you and the way you handle yourself in a non-legal
situation, they will transfer this impression and assume you are also a good lawyer. This really
means you may be developing business even when you’re not developing business.
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