Think about the last time someone referred a client to you. Maybe it was a former colleague, another lawyer who had a conflict or a client who recommended you to someone in their network. That introduction may have led to a significant new matter, a long-term client relationship or an opportunity you wouldn’t have had otherwise. But after the introduction was made and the work started coming in, did you ever circle back to thank the person who made it possible?
I spend a lot of time helping lawyers develop new business, and one thing I’ve noticed is how much attention goes toward finding new clients and making new connections, while the people who are already sending business their way sometimes get overlooked. These are people who know your work, trust you enough to recommend you and are willing to put their own reputations behind those recommendations. As we head into the season of giving thanks, it’s a great time to reconnect with them, acknowledge the role they’ve played in your success and make sure those relationships are getting the attention they deserve.
Do You Know Who’s Referring Business to You?
One of the first things I ask lawyers when we’re talking about business development is where their work comes from. Many can name their largest clients and most important relationships, but when we start talking about referrals, the list often becomes much longer than they expected. It might include a former colleague who moved to another firm, a general counsel who changed companies, a lawyer who referred a matter because of a conflict or a friend who made an introduction. These are all people who have helped create opportunities, and they deserve to be recognized for the role they’ve played.
Sometimes a referral leads to a significant new client relationship, while other times it results in a smaller matter or a conversation that doesn’t immediately turn into business. Regardless of the outcome, someone took the time to think of you, recommend your services and put their own reputation behind that recommendation. That’s meaningful, especially in the legal industry, where relationships and trust play such an important role in how clients choose their lawyers.
What’s surprising is how many lawyers don’t have a system for tracking where their referrals originate or maintaining relationships with the people who send them business. Firms invest significant time and money in marketing, events, pitches and other business development initiatives, yet the people who have already demonstrated a willingness to recommend their lawyers don’t always receive the same attention. Taking the time to identify these individuals, understand how they’ve contributed to your business and stay connected with them is one of the most practical ways to strengthen your referral network.
A Thank You Can Go a Long Way
Acknowledging a referral promptly is important, but following up after the initial introduction matters just as much. If someone referred a prospective client to you several months ago, did you ever let them know what happened? It’s easy to get caught up in the work that follows an introduction and forget about the person who helped make that connection possible.
Of course, there are confidentiality considerations, and you can’t always share details about a matter or client relationship. But when appropriate, you can let someone know that you connected with the person they introduced, appreciated the opportunity and valued their recommendation. Taking the time to close the loop shows that you recognize their contribution and haven’t forgotten the role they played in helping you develop your business.
Your thank you message also needs to feel personal. A thoughtful email that mentions the specific introduction and explains why you appreciated it can mean much more than a generic acknowledgment. You might also pick up the phone, invite someone to coffee or send a handwritten note. The important thing is making the effort to recognize someone who thought enough of you and your work to recommend you to someone else.
Don’t Wait Until November to Show Your Appreciation
There’s a reason I like reaching out to referral sources in October. By the time Thanksgiving arrives, everyone’s inbox is filled with messages about gratitude, appreciation and giving thanks. Some are thoughtful and personal, but others feel like the same holiday message sent to an entire contact list. Reaching out a little earlier gives you an opportunity to connect with someone when they’re not receiving dozens of similar messages, and your appreciation may feel more genuine because it isn’t tied to a holiday.
Of course, there’s nothing wrong with thanking people around Thanksgiving, but I wouldn’t limit those conversations to one month of the year. Showing appreciation is something I encourage lawyers to incorporate into their regular business development activities. When someone refers an opportunity, acknowledge it promptly and follow up when there’s an appropriate update to share. Even when there hasn’t been a recent referral, make an effort to stay connected with the people who have supported you. These relationships are worth maintaining throughout the year, and a little thoughtfulness and consistency can go a long way.
Remember That Referral Relationships Go Both Ways
One of the best ways to strengthen a referral relationship is to think about how you can help the other person. When you reach out to thank someone, ask how they’re doing and what’s happening in their business. Find out what they’re working on, who they’re hoping to meet or whether there’s an introduction you could make. You may be able to refer work to them, introduce them to a potential client, invite them to an event or share an opportunity that aligns with their interests.
And sometimes there’s nothing immediate you can do. That’s fine, too. The important thing is showing a genuine interest in the relationship. People remember those who stay connected and make an effort to be helpful, even when there’s no immediate business opportunity.
Five Ways to Strengthen Your Referral Relationships
If you’re looking for a practical business development activity to tackle this month, start with your referral sources.
- Make a list of everyone who has referred business to you. Look back over the past year or two and include former colleagues, clients, lawyers at other firms, friends and professional contacts. Include referrals that didn’t turn into engagements.
- Reach out with a personal thank you. Mention the specific introduction or opportunity and explain why you appreciated it. A short, thoughtful message can make a lasting impression.
- Close the loop when appropriate. If you can share an update without compromising confidentiality, let the referral source know how the introduction turned out.
- Find out how you can help them. Ask about their current priorities and look for opportunities to make introductions, share useful information or send business their way.
- Create a system for staying in touch. Keep track of your referral sources in your CRM or a simple spreadsheet. Make a point of checking in regularly so these relationships continue to grow.
Make Gratitude Part of Your Business Development Strategy
I talk a lot about LinkedIn, content marketing, networking and building your personal brand, but some of the most effective business development activities are also the most personal.
Taking a few minutes to thank someone who has helped you can strengthen a relationship that may continue for years. It also gives you an opportunity to reconnect with people you might otherwise lose touch with as work and life get busy.
As we head into the holidays, take some time to think about the people who have opened doors for you, recommended your work and helped you along the way. Reach out to them, tell them how much you appreciate their support and make an effort to stay connected.
And while you’re making that list, think about who you can help, too. The strongest professional relationships are built over time through genuine interest, generosity and showing up for one another.
You never know when a thoughtful introduction or a few minutes of your time might make a real difference in someone else’s career or business. And that’s something worth remembering long after Thanksgiving is over.
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