By Mark Powers
Two years ago, Boston personal injury lawyer Russell Rosenthal adopted the practice of asking clients for referrals. It was a simple but powerful marketing tool that caused his client referrals to jump dramatically.
“At first, I was very reluctant to try this,” he said. “I was concerned that people would find it offensive. But once I found a comfortable way to mention it, no one seemed turned off at all. Soon, I made a habit of it and incorporated into most client conversations. It had a bigger impact than I imagined. In fact, referrals from my clients have increased over 200 percent.”
For Russell, this was a way to tap into a market that existed just beyond his reach – the family and friends of his past and present clients. Certainly, delivering quality service will garner a certain percentage of referrals: people who like you will tell others. But what about clients who like you, but forget about you when their grandmother needs a will or their neighbor needs to litigate against his employer? Would it really make a difference if you planted the seeds for potential referrals while you were still working with these clients?
According to Russell, it does.