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Cultivating Referrals
19 January 2007I recently purchased some “how to effectively market” materials that are really excellent.
One distinction the author drew was between word of mouth marketing and referrals. Word of mouth marketing is the natural marketing that occurs when you do a great job and people naturally tell their friends/colleagues etc. about you and the work that you do.
When word of mouth takes hold it can really give your practice momentum. The problem is that it takes years of doing excellent work in a community for a practitioner to generate enough word of mouth magic to get a mediation or ADR practice going. In this field, in and of itself, word of mouth alone will not come close to filling your practice. It’s helpful but insufficient.
As a mediator or conflict manager you have no control over word of mouth, when it will occur and how exactly it will benefit you. It cannot be relied upon. Obviously, by doing excellent work and going the extra mile, you can do everything in your power to create an environment where people will want to talk about you in a positive way.
Word of mouth marketing is distinguished from referrals in that a marketer actively seeks out referrals. Whereas word of mouth marketing is a natural outgrowth of doing good work, one actively cultivates referrals.
I was reminded of this today when I received a phone call from an attorney who is in the process of beginning to grow a mediation practice. He mentioned that he was off to a happy hour where some judges he knew were going to be meeting.
Good for him because judges have a circle of influence and can be an excellent source of referrals. Judges will often refer litigated cases out to mediators. How this works in each jurisdiction will depend in large part on the nature of the court-annexed mediation program. It’s possible in some jurisdictions that judges aren’t in a position to do this, or there could be ethical implications depending on the court rules. But for those areas where this is a common practice, judges can be a good referral source.
Referrals can be cultivated from centers of influence: e.g. some judges, high profile lawyers that know a lot of people, are well connected and like to connect others. In non-litigated mediation environments the centers of influence may be industry leaders, HR organization leaders etc.
Getting to know people who will refer you business can be a very effective marketing strategy. Who in your niche could play this role?
Like I have mentioned in other articles, focus on forming a relationship with them, provide value to them and be a resource.
Also, when you work with clients and attorneys you can ask them if there is anyone else in their firm that may need help resolving a case. You can mention to clients in your closing letter that you appreciate any referrals. So, you ask for referrals and you cultivate relationships with people who are movers and shakers in centers of influence.
Referrals must be cultivated.
Get busy.
NEVER GIVE UP!
Kristina
p.s. the guy on the phone called to know if we still have any sets left of the success system at the blowout prices. The answer is YES, we have a few left, so go get yours today while supplies last. When they are gone, they’re gone! www.mediationmarketingsecrets.com
January 6th, 2008 at 8:05 pm
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