Michael Hammond and Mark Powers,
BridgeTower Media Newswires
Believe it or not, now is the time for you to start planning in order to guarantee the success of your holiday marketing efforts.
Even if it dawns on you that you haven't been faithfully sending out thank-you notes or acknowledging your referral sources throughout the year, all can be forgiven in the spirit of thankfulness and goodwill that begins with Thanksgiving and ends sometime after New Year's Day.
Be thoughtful
When a client in south Florida wanted to thank his referral sources in a memorable way, he had his secretary inquire discreetly about where they all liked to celebrate special occasions. Then he purchased gift certificates for the referrers' favorite restaurants.
That personalized approach won the attorney a great deal of good will - and he didn't even have to show up.
Make a list, check it twice
Which referral sources should you invest in during the holidays? Here's how you decide.
First, make a list of the referral sources who have sent the most business in the last year. Next, add to the list those referrers who have sent some business, but who you know have the potential to send more. Finally, add to the growing list those clients who refer significant business or have a great deal of recurring work. Focus your holiday marketing efforts on the individuals on the list.
Now, decide who on the list you would like to get to know better. While giving gifts is a great form of acknowledgement for many referrers, there is still no substitute for time spent face-to-face to build rapport and trust.
Give thanks
Once you're face-to-face with referral sources, keep your acknowledgement brief and simple. You can say something like: "I've been reviewing my referrals for the last year and want to let you know how much I appreciate all the business you send."
These simple acknowledgements can be used in almost any setting. Our experience indicates that the best referral sources are the ones you get to know better over time and with whom you might become friends eventually.
Get personal
The holidays are the perfect time to put to good use all the information you've gleaned from getting to know someone. In fact, gifts related to any of your referral sources' interests, hobbies or passions are a great way to say "thanks" in a thoughtful and personal way.
Ask a good client who loves golf to play a round with you and have lunch as your guest. Or give a book-lover the latest novel by his or her favorite author - maybe even a copy signed by the writer.
Taking a referral source who is a sports fan to games of your local teams is another way to develop a relationship based on your shared interests.
Get out and about
By mingling at holiday events, you will raise "top-of-mind awareness" about yourself and your practice, but make sure you do more. These events can be powerful opportunities to polish your word-of-mouth marketing skills and enjoy yourself while you're doing it. Practice introducing yourself with style and purpose. Try out your well-rehearsed Laser Talk or refine your storytelling technique with stories about your practice, who you help and why.
Or use these opportunities to meet new people and to learn more about others you'd like to know better.
Be different
The holidays are an enjoyable but very busy time of year when we tend to fall into comfortable habits. But this is exactly why it's the perfect opportunity to practice the first rule of marketing: differentiate yourself! How? Take some time now to think about and plan ahead for the upcoming holidays.
Think about how to personalize a gift for your best client and order it now. Know who you want to meet at that annual holiday event and find out ahead of time who can make an introduction. Start scheduling thank-you lunches now with your referral sources, instead of realizing in December that you'll have to wait until next year because everyone's too busy.
Be intentional and creative in finding ways to stand out from the holiday herd. Think about it: Aren't the holidays the best time to be thoughtful, generous and memorable?
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Michael Hammond, a founder of Atticus, is a certified practice advisor with extensive experience in lawyer marketing, one-on-one business coaching, and strategic planning. Mark Powers is the president of Atticus and co-author of "How Good Attorneys Become Great Rainmakers" and "Time Management for Attorneys." He can be contacted at mark@atticusonline.com.
Published: Wed, Sep 14, 2016
