Meet The Locals

Growing up my father was a practicing ophthalmologist in Texarkana, Texas.  He relied on optometrist from small towns in Northeast Texas and Southwest Arkansas to refer him business.  I remember when growing up that my Dad would some days just get in his car and head out to drop in on the optoms to shoot the bull and to tell them thank you.  My Dad does not like to drive good distances alone, so he would often bring one of the boys with him.  Sometimes I got to ride shotgun.  We would drive from town to town.  No appointment.  No warning we were coming.  Nothing so formal as that.  We would just pop in.  Sometimes the optom would invite Dad in to meet his patient.  Sometimes they would just drink a cup of coffee together.  Sometimes the optom was not available, and so Dad would greet the staff and leave a handwritten message that he had just dropped in to say hey.

The sum of the conversations?  Everything from shop to Razorback football.  My Dad did not control the conversation.  He would only offer something like, "Cooter, I just wanted to drop buy and personally thank you for entrusting your patients with me.  I very much appreciate it."  If they were new to the area he would only offer, "I wanted to drop by an meet you."  The point is that it was enough.  The referrals would flow.

When I was part of a large multi-jurisdiction law firm and we expanded into a new market, it was very easy (although expensive) to just rely on an advertising onslaught to bring in new clients.  But, my theory was that we needed to get out and meet the locals.  The same is true for any lawyer, whether just out of law school, stuck behind a desk in a Big Law firm, changing practice areas, or just going out on their own.

It is tempting -- really, really tempting -- to just slowly let business migrate to your firm or practice.  It is easy to reserve those that you care meet to those that you run into in the ordinary course of your business or practice.  It is easy to forget to call, email or visit occasionally with a good word about how much you appreciate them.  It is easy to exist on a low level like that.

Even if you are a good 'ol boy and know everybody in town, it is just darn nice to actually be informed and asked for your business.  It is an art or a tactic (however you look at it) that is sorely missing with most lawyers and law firms today.

The goal is to get out and pound the pavement.  Just call on people.  "Hey there John Bob, I was jus' out n' about and I wanned to drop in and jus' say hey.  Everybody I run into says when it comes to tradin' dirt that your jus' the fella I need to talk to.  I'm kinda new here.  I'm a lawyer and I do real estate closin's.  Listen here.  If I run into anyones lookin' for a home or land, I'll send 'em right on over.  And look here John Bob, you send me sum bidness too.  Okay then, it's nice to meet ya'".

Are you going to get any business doing this?  Maybe not immediately, but the point is to follow up and stay top of the mind with those you meet.  Over time there will be reason to change relationships and John Bob or anybody else will have to give you close consideration.  They will not know to give you close to consideration if they do not know you.  I do not mean know who you are, or that they have heard of you, but that they know you and that you know them.

Go to parties.  Get yourself invited to parties.  Join organizations (especially organizations that cater to your practice area).  Participate in organizations.  Go to church or mass or temple.  First, it would probably do you some good.  Second, you meet some really nice and neat people there.  People who are loyal, willing to build friendships, and to -- eventually -- refer you business.

Do you know the human resource people in town?  Why not.  Oh, the things they hear and the requests they get from employees.

It is not enough to hang out with the attorneys at the courthouse doing the same thing you do.  It is not that you will not get a referral from these attorneys, but what kind of case are they wanting to send over.  If they do not want it, it is probably something you do not want either, unless it is because the other attorney has a true conflict.  (And, I do not mean a conflict in which the attorney requires a fee and the client cannot pay a fee).

So, get your butt out of the office, and out of the courthouse, enjoy a nice little drive or walk, and just get out and meet the locals.  It will do you a world of good.

Comments

[John Corcoran]

I liked this posting -- you give good advice. I'm a relatively new lawyer (in my 2nd year since joining the bar) and am still learning about how to generate business for my small firm.

Thanks,
John Corcoran
Omni Law Group
Twitter: @JohnHCorcoran

[Tim Evans]

I've got to agree with you, Chuck. 90% of what little business I've had so far has come from referrals of people I met at the local bar Christmas party.

[Victor Medina]

Chuck,

Do you think that the time is better spent on wholesale networking partners that are non-lawyers for consumer practices. More directly, should real estate lawyers be marketing to RE agents, brokers, etc. with the tactice you outlined above, or with divorce lawyers, estate planning attorneys, etc.

Should estate planning attorneys be networking and introducing themselves to CPA, financial advisors or to other attorneys?

I've been frustrated in the past as a "chamber of commerce" practice with marketing to other lawyers, as they're keeping that stuff to themselves.

Thoughts?