The "Endless Referrals" Technique

 

A few years ago, I met an estate planning lawyer who told me how to get "endless referrals."

 

Although this example uses estate planning law, you can tailor it to any area of law, if you're creative.

 

Here's what it's all about:

 

My attorney friend explained that when lawyers draft wills, they miss a big opportunity when the testator must sign and date the will.  Most jurisdictions require that the will be signed by at least two disinterested witnesses (any two people over the age of 18 who are not beneficiaries).

 

Here's where most lawyers make their mistake:

 

Most lawyers just have people in the office act as witnesses -- the paralegal, the intern, the legal secretary, an associate, etc.

 

Here's what this guy did:

 

Instead of asking clients to come into the office, he went to the client's home.  He would ask that the client bring two neighbors or friends to act as witnesses.

 

Now, in his jurisdiction, the witnesses must not only sign their names, but also write their phone numbers and home addresses.

 

After the signing of the will, the attorney hands these witnesses a refrigerator magnet -- one of those things that look like a business card... and that stay on a client's refrigerator forever.  A day or two later, this attorney writes to these witnesses, using the addresses on the will.  In his letter, he offers them a free will.  If he doesn't receive a response, a week later he sends them two gift certificates for free wills -- transferable to anyone.

 

If the witness becomes a client, he repeats the procedure -- he goes to the client's home and requests that the client bring two neighbors or friends (in marketing, this is called a "forced referral").

 

Now, so far -- he hasn't made any money.  In fact, he's lost a few cents by drafting free wills and sending a few letters.

 

Here's where it gets exciting:

 

The witnesses -- now clients -- undoubtedly need other estate planning needs.  A living will or health care proxy, for example.  Or extensive tax planning.  The attorney makes some money there.  But that's not all...

 

Most probably need financial planning.  He refers his clients to a financial planner, who -- in turn -- sends him referrals -- the attorney makes some more money there.  But that's not all...

 

These clients also periodically receive postcards, which suggest that they may wish to update their will.  (An example of when they receive postcards is when... a will appoints a guardian for a child... and the child becomes an adult.  You do calendar these types of events, don't you?  The testator may wish to update his will... and his adult child probably needs a will, too.)  He makes additional money there.  But that's not all...

 

Every month -- for six months -- the attorney sends his new clients a letter introducing other lawyers, who don't concentrate on estate planning... because he wants his clients to know that he can help them with all of their legal needs -- and provide referrals, if necessary.  He makes additional money here from referral fees.  (And he gets referrals from lawyers he refers to!)  But that's not all... 

 

The clients also go onto his firm's mailing list.  Not only do they receive birthday and holiday cards, but they receive a monthly newsletter that highlights his practice... and also features columns from other professionals in the community... who refer him clients for the privilege of writing a column in his newsletter.  (These other professionals receive referrals from writing the column, and so they feel obligated to refer clients to him... and the lawyer wins twice: (1) he gets articles for a newsletter that other people write for him, and (2) he gets referrals.)  He makes more money there.

 

In this way, he generates "endless referrals."