We get lots of referrals from other professionals and current and former clients (thankfully).
We wouldn’t be here doing what we do if it weren’t for the generosity of these referral sources.
It’s important that we take good care of those folks willing to help us by sending us business.
Cultivating Your Referral Sources
How do we thank them?
First of all, we assign each referral source to an attorney responsible for the relationship. That’s usually the attorney who has some connection to the person in some way or another. Sometimes, of course, we get a referral from someone we don’t know, so we assign someone to manage that relationship immediately.
When we get a referral, the most important thing we do is thank the source.
- Make a call: We call if it’s that kind of relationship.
- Send a note: Also, we always send a handwritten note on a card. If you do nothing else, send a thank you card and let the referral source know you appreciate the business and promise to do your best to help the client.
- Keep good records: We ask the attorneys managing the referral source relationship to document their calls, notes, etc. We want them to carefully track their contacts so they can stay on top of the relationship so the referral sources don’t drift away.
- Follow up: In many instances, the recent referral is a good opportunity to prompt another contact with the referral source. This might be a good chance to extend a lunch or coffee invitation if you haven’t seen the person lately.
Thanking the referral source by phone, sending a thank you note, and following up for coffee or lunch is the perfect way to thank the referral source and continue to build the relationship.
What Else Can You Do?
Some of us like to go further. I’m not sure that it’s necessary. Doing a good job for the client, which makes the referral source shine, is often sufficient. The personal thank you is generally enough.
However, if you want to take it to the next level, then try the following:
- First, think about what your referral source would appreciate as an additional demonstration of your gratitude. If you can’t think of anything special, then you aren’t asking enough questions at lunch.
- Second, determine whether you’re permitted to go further by the rules governing your license.
- Third, send a gift. Gift baskets and cookie assortments are easy to purchase and have delivered if you can’t think of something specific. You’re better off with something that requires more thought and that is specifically tailored to your contact.
Some attorneys send gifts spontaneously, and some do it over the holidays. Either approach is fine. Remember, it’s the thought that counts.
Be sure to thank your referral source and do it over and over as the referrals pour in. Don’t hesitate to thank the same referral source repeatedly. You can’t overdo it with gratitude. Keep it up.
Referral sources are the lifeblood of your practice. Be careful to keep the care and feeding of these people at the top of your list of priorities.
