The Secrets of Lawyer-to-Lawyer Referral Based Marketing

The Secrets of Lawyer-to-Lawyer Referral Based Marketing

• 1.
  The Secrets ofReferral Based Marketing Presented byThe NationalTrial Lawyers Speakers: • John Fisher, Esq. and • Larry Bodine Esq. November 3, 2015
• 2.
  Today’s speakers Larry Bodine Tucson,Arizona Attorney, Marketer, Journalist Editor ofThe National Trial Lawyers. Editor, LawMarketing.com Author, LawMarketing Blog John Fisher Kingston, NewYork Owner and founder of John H. Fisher, P.C., focusing on medical malpractice. Entrepreneur. Selected the national Marketer of the Year in 2013 by Great Legal Marketing Author of the best-selling book, The Power of a System: How to Build the Injury Practice of your Dreams.
• 3.
  Why Referral Marketing? •High Quality Cases • Loyal clients • Zero cost
• 4.
  LifetimeValue of aReferral Partner 2002 2006 2011 2016 Value of Referral Partner Market Value $ $$$
• 5.
  Yin-Yang relationship Express arrangementwith transaction and business lawyers (yin-yang arrangement). You and your source must clearly understand what the other is looking for. Upsell: Seek conflicts from megafirms. Downsell: Major cases that solos can’t handle. Get a referral by giving a referral.
• 6.
  HowTo Ask aReferral Go to lunch or breakfast Cover any current business Thank them for meeting Tell them you are looking to expand your client base and meet potential clients Be specific about whom you want to meet Let them sell themselves
• 7.
  Targeted Marketing • B2 B? • Lawyer to lawyer? • PI to Med Mal? NO NO YES!
• 8.
  Bernie Madoff Effect •One relationship • 70+ atty law firm • Daily referrals
• 9.
  The Cornerstone: Newsletter •Target referral partners • Stay top of mind • The multiplicity effect
• 10.
  Speaking for NewCases • Celebrity status • Minimal cost • Online reviews • New referral partners
• 11.
  Your SecretWeapon County BarAssociations County Bar Association YOU • Seminars • Newsletters
• 12.
  Meet Lawyers onSocial Media • 94% of Americans use social media to connect with friends and family -- Gallup • 84% of Americans rely on word of mouth recommendations and referrals to help them make their purchasing decisions -- AC Nielsen:
• 13.
  Online Referrals • Websitefor lawyers • Facebook ads • Email newsletters
• 14.
  The Indestructible BusinessCard • Celebrity Status • Speaking gigs • New referrals
• 15.
  Grass-roots Craziness • BluesCruise • Podcast • Article submissions • Handwritten notes • Random acts of kindness
• 16.
  Your Unique SellingProposition • Thorough case evaluation • Build equity • Guaranteed referrals
• 17.
  Your Mission • Annualgoals • Long term goals • 500 referral partners • The end of mass marketing “Your mission, should you choose to accept it”
• 18.
  Your Challenge • Becomethe 4% • Book & newsletters • Your Dream Initiative • Mastermind INITIATIVE
• 19.
  Mastermind Event November 19– Chicago, IL • One on one with your biggest marketing or management challenges. • “Hot-Seat” presentation: getting specific answers • Join a powerful group of lawyers simultaneously sharing and being taught. • Online accountability – post-event • No sales pitches