In my years of coaching lawyers on business development, I often hear the same frustration: “My clients love my work, but they don’t refer me.” Many assume excellent service naturally leads to referrals. But as I emphasize client satisfaction alone isn’t enough—you need to create the right conditions.
The Psychology of Referrals
People refer when it makes sense for them. Here’s why clients may hesitate, based on what I’ve seen in my work:
- Risk vs. Reward: Clients worry about their reputation when referring a lawyer. If they aren’t 100% confident, they’ll hold back.
- Memorability: I often ask, “How often do you stay in touch with past clients?” The answer is usually “not enough.” If you don’t stay visible, even happy clients won’t think of you.
- Clarity: A common business development gap is unclear messaging. If clients can’t easily describe what you do and who you help, they won’t refer the right people.
- Emotional Connection: People refer based on how they feel about working with you. Great legal work is expected, but a positive, reassuring experience makes someone eager to refer you.
Simple Ways to Encourage Word-of-Mouth Business
1. Lower the Risk for Clients
I coach lawyers to shift how they think about referrals. Instead of seeing them as direct business requests, make them a low-pressure introduction:
“If you know someone who might need legal help, feel free to introduce us. I’m happy to chat and see if I can help—no pressure.”
This makes referrals effortless.
2. Stay Top of Mind Without Being Annoying
Referrals often happen months or years later. To stay visible:
- Send a quick email or LinkedIn message to check in.
- Share useful content.
3. Be Specific About Who You Want to Help
A common mistake is being too vague. I advise to be more precise:
- “I help small business owners with employment law.”
- “I advise tech start-ups on funding agreements.”
The clearer you are, the easier it is for clients to recognize a referral opportunity.
4. Make It About Them
People like feeling helpful. Instead of saying, “Please refer me,” try:
“If you know someone struggling with [legal issue], let them know I’m happy to share quick guidance.”
This makes them feel like they’re offering value, not just promoting you.
5. Create an Exceptional Client Experience
I ask lawyers: “Would you refer someone good at their job but difficult to deal with?” The answer is always no.
To increase referrals:
- Be clear and responsive in communication.
- Make clients feel heard and valued.
- Follow up after the case is closed.
Small gestures, like a handwritten thank you note, leave a lasting impression.
Final Thoughts
Clients aren’t referring you because they don’t know how, don’t remember, or aren’t sure it’s a good fit. Making referrals easy, staying visible, and providing an outstanding experience turns satisfied clients into active advocates.
If you are a lawyer aiming to strategically enhance your business development, I’m available to help. Let’s arrange a complimentary discussion to explore how coaching might aid your progress and address any queries you might have. Please reach out to me at larry.stroud@korverge.com to schedule a time.
I do ‘Business Development’ coaching. Not life coaching. Not career coaching. The coaching is specifically tailored to business development in the legal profession. My focus is on helping lawyers build and retain client relationships, as well as winning new clients.
I have been a partner at two international firms and have dedicated the past 20 years to coaching individual lawyers in business development.
My clients range from lawyers in national and international law firms to those in regional, small office, and specialized boutique firms, as well as solo practitioners. Based in Toronto, I work with clients throughout Canada, having also worked in several other countries. I’m typically engaged either by individual lawyers or firms on a retainer basis to provide ongoing coaching for their lawyers at various stages of their careers, and in certain cases, to lead targeted workshops.