Do You Have a Good Referral List?

This afternoon I was having lunch with a group of attorneys and the discussion turned to the number of potential clients that lawyers turn away. That led one lawyer in the group to comment that, in her practice, her most important list is the list of lawyers that she refers business to. She didn't say the most important list was her list of clients, former clients or the list of referral sources. Instead, she considered the list of those to whom she referred business to be the most important list in her practice.

This lawyer recognizes that she can't - and shouldn't - be all things to all people. She's secure in her practice and her niche. She isn't caught in the deathly mindset that she has to take every client that walks in the door. And she's gone one important step further: instead of just turning potential business away, she's acting as a resource by referring that potential client to another lawyer that's more suited to the client's needs.

Although some lawyers are afraid to turn away business, particularly business that's related to their main area of practice, this lawyer knows that establishing good relationships with other practitioners makes good business sense in a number of ways. Not only does it make it more likely that other practitioners will refer business to her, but it allows her to focus her time and energy on the core of her practice - the cases, the issues, and clients that she works best with.

Referring work to other attorneys allows the lawyer to build a relationship with clients that she can't or doesn't want to work with, rather than just turning them away. If and when these clients (or someone in their circles) have a matter that is within her core practice area, they're likely to remember her and come back to her. Finally, she doesn't run the risk of alienating potential clients by handling a matter she isn't well-suited for.

I also happen to know that this lawyer uses her 'refer to' attorneyz as strategic alliances, where appropriate. Sometimes she'll collaborate with the other lawyer (with full knowledge of the client, of course), rather than referring out the whole matter. In this way, she stays in contact with the client and builds an even stronger relationship with the other practitioner.

Of course, in order to be able to refer effectively and successfully, you have to have a deep network of other lawyers. You have to know those lawyers very well - not just their technical skill, but their philosophy, their personality, and their 'bedside manner.' Establishing those relationships takes time, but it's well worth it. Perhaps you'll even come to regard your list of 'go to' lawyers the most important list in your practice.