The art of building a legal practice through referrals is undergoing a transformation, blending traditional relationship-building with modern technology. In a recent Platforum9 session, Robert Flint, founder of the boutique law firm network Adviserly and author of the upcoming book “Working with Strangers,” shared invaluable insights about how lawyers can build sustainable referral strategies.
The Evolution of Legal Referrals
The legal referral landscape has changed significantly, particularly for boutique firms. “Smaller firms need referrals more because they don’t have the large internal departmental structure that big firms have,” Flint explains. This reality led him to establish Adviserly in 2021, a network specifically designed for boutique law firms with six partners or fewer.
Beyond Traditional Networks
While referral networks play a role, Flint emphasises they’re just one piece of the puzzle. The real challenge lies in balancing three key elements:
- Personal relationships
- Marketing approach and branding
- Technology integration
“Most people would think of their business development strategy but they won’t have a referral strategy,” Flint notes. This oversight often leads to missed opportunities and inefficient networking efforts.
Trust: The Foundation of Referral Success
The cornerstone of any successful referral strategy is trust. “There’s no point in trying to build a referral strategy if you’re not willing to trust other people, but also act in a trustworthy way,” Flint emphasises. He references the Russian proverb quoted by Reagan: “Trust, but verify” – highlighting the importance of both openness and due diligence.
Breaking the Rainmaker Myth
One of the most significant insights challenges the traditional notion of the “rainmaker” – the gregarious extrovert naturally gifted at networking. “Lots of calm and quiet and shy or reserved introverts are really good at networking and really good at building those trusting relationships,” Flint explains. This revelation suggests that relationship-building skills can be learned and developed by anyone willing to invest the time.
Three Critical Mistakes to Avoid
- Forgetting Gratitude: “The number one thing, people don’t say thank you,” Flint emphasises. This simple oversight can significantly impact referral relationships.
- Misusing Digital Presence: Don’t view websites and LinkedIn profiles solely as marketing tools. Instead, use them to verify credentials for potential referrers. “Use your website and all of your marketing as a way to verify your credentials as a service provider rather than to get the work in the first place.”
- Not Asking for Referrals: Many lawyers feel uncomfortable directly requesting referrals, but it’s a crucial part of building a practice. As Flint notes, this discomfort needs to be overcome for successful practice development.
Strategic Tips for Success
- Time Your Outreach: Capitalise on successful deal closures when client satisfaction is highest
- Focus on Sectors: Organise client dinners where they can invite contacts from their sector
- Maintain Consistency: Dedicate even 15 minutes daily to business development
- Leverage Technology: Use CRM systems to track and nurture referral relationships
- Seek Feedback: Regularly request and act on feedback from referral partners
The Role of Technology
Modern referral strategies benefit from technological support. As participant Ben Chiriboga from Nexl pointed out during the session, “Understanding where your net traffic is coming from… goes a very long way.” Technology can help track referral sources, maintain relationships, and identify patterns in successful referrals.
Looking Ahead
The future of legal referrals lies in finding the right balance between personal relationships and technological efficiency. For younger lawyers particularly, developing these skills early is crucial. As Flint concludes, “Collaboration and working with other lawyers and other professionals is difficult. It’s a skill and no one teaches you how to do it.”
The key to success isn’t just about having the right strategy – it’s about consistent execution, authentic relationship building, and leveraging modern tools to maximise efficiency. By combining these elements, lawyers at any stage of their career can build a robust referral network that drives sustainable practice growth.
