Drive valuable referrals

By Linda Julian

Julian Midwinter & Associates research is clear:  the most successful and profitable professional service firms benefit hugely from referrals.  For more than two-thirds of legal consumers we studied, referrals are the first- or second-rated factor in determining to which law firm their work goes.

Our latest study reveals that referrals and word of mouth are still the preferred way of locating a new professional and that their references, testimonials, and client credentials are the most influential factors in final appointment.

Previous consumer experience of a specific lawyer or other professional is  -  almost universally  -  believed to be the best way to make a choice.  Personal experience is the most reliable.  But personal experience of other trusted sources is also highly regarded, according to participants in our research. 

To whom do business consumers turn for referrals to legal services ?

• colleagues in their own organisation
• past colleagues, now in other companies or organisations
• respected industry sources
• competitors considered to be at the leading edge
• other legal experts.

And, what causes a colleague, industry contact, or competitor to make a referral ?

• superior service
• stand-out results achieved
• reputation, standing, and profile in a particular sphere or narrow specialty
• commitment to an industry or specialist field.

Investing in superior service is worthwhile not only in terms of maintaining valuable client relationships, but it's an investment in business acquisition, too.  The number #1 way of driving valuable referrals to your firm is outstanding service.