Building Authentic Referral Relationships: It's More Than Just Business, It's Personal

No terribly pithy story that makes sense in the context of referrals for this week.

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Some weeks life teaches you a lesson, other weeks, and it isn't as obvious. Either way - Life Finds A Way!

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So I am just going to dive into it. This is our last week on referrals (for now). For a refresh, we have the prior weeks below.

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How to come up with your core referral group.

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How to find referral sources.

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This week I want to talk about actually building the kind of relationship that leads to referrals.

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The BIGGEST hack to Quick Referrals

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1) Be yourself

2) Find people you genuinely like hanging out with

3) Who also see your clients in their time of legal need

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That's the hack!

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No super secret keywords that activate their reptilian brain and make them instantly love you.

No ketones to pour on your body beforehand to accentuate your referability. (maybe that's not even the right word...)

No secret acupuncture technique that makes someone your friend.

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Honestly, anything other than a more detailed plan to customize these basic tenants is just bullshit someone is trying to sell you.  

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And if you're down for that, they have the Brooklyn Bridge to sell you.

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How do you get to know someone?

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This is where we need to start, and really (WARNING...LAWYER ANSWER APPROACHING), it depends!

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If you can get a true introduction that's ideal - even if just by email - something like:

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"Hey Person A and B, 

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I think you two should meet. Person A does this, and Person B does that. I think there's a mutually beneficial overlap for you both. Let me know how I can further facilitate a chat."

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If you DON'T know them, and it's through social media - DO NOT, I repeat, DO NOT send them some blanket post "hey, let's chat virtually about how we can help each other!"

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My God...whatever moron started telling people to do that is the laziest idiot in history. Or they made bank like the dude who invented the pet rock.

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So what do you do instead? Like and comment on their posts for a while. Get to "know" them that way.

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Then send them a very targeted message.

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"Hey (first name), I really enjoyed your recent post about (a topic that they wrote about that you really enjoyed). I was hoping we could chat for 15/30/60 minutes (real reason to chat)."

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Examples:

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I get a lot of clients who need (what they do), and I am unhappy with my current referral partner because (the reason you're looking for someone new), or

I recently have started to get a lot of clients who need (what they do), and I don't have anyone to send them to

I host a show where we interview (types of people they are). I think you'd be a great guest, and I think it would benefit you to come on because (the real reason it's helpful to them)

Or last but not least - I really love what you post, and I think you're smart, and I was hoping I could pick your brain. I am happy to (pay them? feature them somewhere? Connect them to someone they might want to get to know? whatever the tit for tat is)

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By doing it this way, you increase your chances to actually get to talk to them

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So What Should I Do?

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Now that we have that part out of the way, here's my methodology for actually driving referrals

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1) Get to know the person - like truly know them, not just what they do, but who they are, what they care about, how else is important to them, what their hobbies are, etc

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2) Find out where they overlap with who you are - do you both like coffee? Sports? Golf? Have kids? Similar favorite bands? Where are the commonalities?

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3) Then do those things with them (or let them know you're willing to try something new as a hobby they already enjoy).

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4) In the meantime, check in with them in a genuine, custom, and authentic way - this means more than just calling to chat.

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Examples:

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If they have a favorite sports team - send them an article about the team or take them to a game when their team is in town

If you know they like Star Wars - send them a collectible you know they will enjoy

If they're big into charcuterie boards (or snackle boxes) - bring them back from interesting cheese some your recent vacation.

If you're both foodies, set up a lunch or happy hour at the new place that opened up that everyone is raving about.

Make it about THEM (e.g. swag with YOUR logo is NOT a gift, but swag with THEIR logo might be)

5) Have other scheduled top-of-mind reminders - I am good with 3-4 group events for all your referral sources, scratch-off for St. Paddys, a firm party, etc. - this gives you a good mix of events and a chance to introduce them to other potential referral sources for them

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6) Send them referrals as you can (or otherwise give them value: connections, collaborative posts, bring them to groups you're in, etc.)

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7) Ethically thank them for the referrals they send

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8) Do a GREAT job with their referrals

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9) Make sure their referrals let them know how great you are

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10) HAVE FUN!!!! I cannot stress this enough. The more this is actually fun, the more the relationship is real, and the more it will work.

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How do you Know It's Working?

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Well, you're getting more referrals - DUH!

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But even failing that, are people asking for your advice?  

Do you find yourself with a busier social calendar but enjoying it more?  

Do you feel like you're making new friends?

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That's how you know you're on the right track.

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If you're looking for MORE specificity on this, I highly recommend two things:

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1) Stacey Brown Randall's Roadmap to Grow Your Business Podcast - her first 10-15 episodes outline a GREAT referral plan (really 3 plans). I used her podcast and methodology when I redid this for my firm several years ago. Link to the podcast here.

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2) If you want more of this from ME - I have our Running a Referral Based Practice Presentation Link to the webinar here

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I know this is a lot, but seriously, it's a GREAT place to start to get to that $500,000-$750,000 a year gross revenue range where then you can hire us to take more stuff off of your plate and get to whatever that next level is for you.

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Until next week! May you not buy a Division 5 English (football) Soccer Team with someone you've never met in person and without REALLY running it by your spouse...

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Until Next Friday

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