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Rainmaker
Report.
Each
month you will
discover tools,
techniques and
practical action
steps to
increase your
revenues and
find more
clients fast
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|
8 Steps
to
Finding
More
Referrals |
Last
month we
covered
the 4
myths
believed
by
attorneys
-
- Clients
are
the
best
source
of
referrals
- Most
referrals
come
from
other
attorneys
- Online
directories
produce
a
lot
of
referrals
- Formal
networking
is a
great
way
to
get
more
referrals.
(If
you're
not sure
why
these
are
myths,
read
last
month's
e-zine
for more
information,
located
in the
archive).
By
this
point
you're
probably
saying,
if all
these
are
myths,
then
what is
the best
source
of
referrals?
Strategic
Referral
Partners
(SRPs)
are the
best
source
of new
referrals.
SRPs are
people
who
already
have a
relationship
with or
already
do
business
with the
people
you want
to
reach.
For
example,
if you
target
small
business
owners a
few
potential
SRPs
are:
accountants,
financial
planners,
|nsurance
brokers,
commercial
real
estate
agents,
community
bankers,
payroll
processing
agents,
chambers
of
commerce,
industry-
specific
trade
associations,
temporary
staffing
agencies,
management
consultants,
business
coaches,
recruiters,
angel
investors,
commercial
lenders,
CEO
clubs,
property
management
companies,
etc.
By
building
a large
network
of
people
who
already
have
relationships
with
small
business
owners,
you can
reap the
benefits
of with
more
referrals.
There
are 8
easy
steps
you can
use to
create a
network
of
Strategic
Referral
Partners:
- Identify
2-3
professions
or
industries
where
you
can
find
SRPs.
Which
specific
places
you
look
depends
on
your
practice
area
and
your
ideal
target
market.
It�s
better
to
target
just
a
couple
of
professions
rather
than
several
at
once.
- Create
a
database
of
at
least
200-300
people
in
these
fields
who
work
in
your
local
area.
This
is
simply
a
numbers
game
at
this
point.
For
example,
if
you
start
out
with
300
people
in
your
database,
you
will
not
be
able
to
connect
with
about
half
of
them so
you're
down
to
150.
Out
of
these
150
you
call
them
and
briefly
tell
them
about
your
practice.
Perhaps
half
of
them
will
agree
to
meet
with
you
down
to
75.
Out
of
these
75
people,
about
1
out
of
10
who
agree
to
be a
referral
source
for
you
will
actually
send
you
a
referral
in
the
next
6-9
months.
That
leaves
you
with
about
7 or
8
new
referral
sources
out
of a
list
of
300.
You
can
either
purchase
a
list
of
names
or
go
to
http://www.superpages.com.
- Write
up a
letter
of
introduction
to
serve
as a
template.
This
letter
introduces
who
you
are,
briefly
describes
your
ideal
target
market
and
requests
that
they
contact
you
if
they
are
interested
in
getting
together
to
determine
if
the
possibility
exists
for
cross-referrals.
- Call
several
people
in
these
fields
to
identify
their
challenges.
Before
you
meet
with
a
prospective
SRP,
be
sure
to
contact
some
people
you
already
know
in
these
fields
to
discover
common
industry
trends
and
challenges
so
you
can
talk
intelligently
about
the
field
when
you
meet
with
the
potential
SRP.
- Send
out
10-20
letters
per
week.
Do
not
send
all
300
letters
at
once.
Pace
yourself.
For
each
letter
you
send
out,
plan
on
making
6-8
calls
to
try
and
reach
the
person
you
sent
the
letter
to.
So
10-20
letters
represents
60
to
160
calls
a
week that's
a
lot
of
dialing.
- Create
a
spreadsheet
to
track
your
efforts.
Include
information
like:
when
you
sent
the
letter
out,
date
of
first
call,
date
of
2nd
call,
date
when
you
actually
spoke
to
them,
whether
they
agreed
to
meet
with
you
in
person,
when
the
meeting
took
place,
if
they
agreed
to
be a
referral
source
for
you,
date
of
first
referral,
etc.
- Follow
up
on
your
letters
with
a
call
within
3-4
days
to
set
up a
face
to
face
meeting.
The
goal
is
to
set
up
1-2
in-person
meetings
per
week.
The
in-
person
meeting
is
critical
because
it
allows
you
to
start
the
process
of
building
a
relationship
with
the
person
and
educating
them
about
what
kind
of
referrals
you
are
looking
for.
During
this
meeting
you
should
only
talk
about
25%
of
the
time
and
listen/ask
powerful
questions
75%
of
the
time.
Be
clear
about
your
goal
and
ask
them
if
they
would
be
willing
to
be a
referral
partner
for
you.
Be
clear
about
what
you
can
and
cannot
offer
them
in
return.
- Immediately
follow
up
each
meeting
with
a
thank
you
letter
or
email.
This
will
set
you
apart
as
someone
who
is
professional
and
caring.
Create
a
plan
to
stay
in
touch
with
each
person
at
least
every
6-8
weeks
via
email,
telephone,
letter,
or
newsletter.
In
your
follow
up
remind
them
of
the
exact
kind
of
referral
you
are
looking
for
and
how
you
can
help
them
in
their
business
as
well.
For
this
system
to
work
you
must
approach
it
as a
win-win.
We have
taught
this
easy
step-by-step
system
to
hundreds
of
attorneys
and they
have
used
this
exact
process
to
quickly
build
networks
of 50-60
new
referral
sources
every
year. What
would
happen
to your
practice
if you
could
have 20,
40, or
even 60
new
referral
sources
every
single
year who
consistently
send you
new
clients?
Adapted
from
Stephen
Fairley�s
new
book, 7 Proven
Strategies
For
Finding
New
Clients
Now
� 2005.
|
|
In The
Spotlight:
Stephen
Fairley |
Stephen
Fairley
is
president
of
Today's
Leadership
Coaching
(TLC),
founder
of the
Rainmaker
Coaching
Gym,
creator
of the
Practice
Made
Perfect
program,
and the
international
best-selling
author
of 9
books.
Prior to
starting
TLC he
owned
and
operated
3 small
businesses
including
two
hi-tech
companies
and a
consulting
firm.
Before
that he
was a
graduate
school
professor
in
psychology.
In 2004,
he was
named
"America's
Top
Marketing
Coach"
and was
recently
featured
by the
ABA�s
Journal
for his
cutting-
edge
work
with
attorneys.
He has
coached
and
trained
partners
and
associates
on how
to
become a
Rainmaker
at more
than
2,500
firms
this
year
alone.
Rainmaker
Report:
Most
attorneys
I know
have a
very
limited
amount
of time
to
market
themselves.
If you
had to
pick 1
marketing
strategy
that has
the
greatest
potential
for
impacting
my
practice,
what
would
that be?
Stephen
Fairley:
Without
a doubt,
building
a
network
of
Strategic
Referral
Partners
(SRPs)
is the
easiest
and most
powerful
way to
significantly
grow
your
practice.
SRPs are
the
people
who
already
have a
relationship
with the
people
you want
to have
a
clients.
In fact,
this
month's
tele-seminar
(a
seminar
held
over the
telephone)
is on
the
topic of: How to
Build a
Strategic
Referral
Network and we
will
show you
how to
create a
powerful
network
of 50-60
people,
even if
you only
have a
couple
hours a
week.
You can
find out
more by
visiting:
http://www.rmgym.com/novteleseminar.htm
RR:
Your
title is
Master
Business
Coach.
What's
the
difference
between
a
Coachand a
consultant
?
SF:
I see 3
major
differences:
how they
approach
clients,
the
process
they use
and
their
ultimate
goal.
Most
consultants
approach
a client
as a
teacher causing and up
and down position
where
the
consultant
is the
teacher
(1 up)
and the
client
is the
student
(1
down).
In our
coaching
programs
we
approach
clients
as equal
partners
in the
process.
We have
certain
areas of
expertise,
such as
marketing,
but we
view our
clients
as
partners
in the
coaching
process.
It is
our
desire
to
partner
with our
clients
to help
them
achieve
their
goals
faster
and more
efficiently.
Second,
consultants
and
coaches
vary
with the
process
they use
to
achieve
results.
Most
consultants
do
everything
for the
client
(which
can
often
create a
dependency),
whereas
coaches
teach
the
clients
how to
do it
themselves.
It's the
difference
between
giving a
person a
fish
versus
teaching
them how
to fish.
Finally,
the goal
of most
consultants
is to
produce
a report
of some
type
that
tells
the
client
what to
do to
solve
the
specific
problem.
They
deliver
the
report
and then
leave.
Our
Master
Business
Coaches
are
experts
in how
to
translate
marketing
plans
into
practical,
everyday
solutions.
They
work
with
clients
on a
weekly
basis to
apply
specific
strategies
resulting
in
tangible
outcomes.
Delivering
a report
is not
the goal
of the
relationship' bottom
line
results
is the
goal in
coaching.
RR:
How does
the
coaching
system
at
Today's
Leadership
Coaching
work?
SF:
We
recognize
today's
law firm
partner
is very
busy and
their
time is
limited
so we
conduct
virtually
all of
our
coaching
over the
telephone.
That way
we can
have the
coaching
session
if they
are at
their
office,
in their
car, or
in a
hotel
half way
across
the
country.
There
are 2
phases
in our
coaching
programs:
Information
&
Education
and
Action &
Accountability.
The
first
phase
revolves
around
providing
clients
with the
information
and
education
they
need to
make the
right
decisions
about:
their
strategic
marketing
plan,
who
their
Ideal
Target
Market
is, and
the
specific
marketing
steps
they
need to
take.
The
second
phase
focuses
on
implementing
the plan
by
taking
weekly
Action
Steps
and
having
the
Coach
hold you
accountable
for
achieving
your
goals.
The
combination
of the 2
phases
creates
a
powerful
system
and
that�s
why our
coaching
works.
RR:
You've
mentioned
many
times in
your
seminars
that you
like to
travel.
Where
are some
of your
favorite
places?
SF:
I
recently
spent a
couple
weeks
touring
Italy
with my
wife and
was
stunned
by the
beautiful
architecture,
especially
in the
Vatican
and
Michelangelo's
Sistine
Chapel.
The food
was just
phenomenal,
particularly
the
seafood
in the
Cinque
Terra
area. I
love to
travel
because
it
expands
my
worldview
and
breaks
through
the
'same-ness'
we
experience
in
American
culture.
Plus it
gives me
a lot of
illustrations
to use
in my
seminars.
Three
days
into our
Italy
trip, we
arrived
at our
next
hotel in
Sorrento,
on the
Amalfi
coast,
late one
night
only to
find
they
didn't
have a
room
reserved
for us.
It was
only
after I
asked to
speak to
the
manager
that I
realized
our
travel
agent
had made
a
mistake
and
booked
us at a
hotel
with the
exact
same
name 200
miles
away in
Tuscany!
Even
though
the
mistake
was
ours,
the
hotel
manager
expressed
apologies
and gave
us a
discount
off a
suite
that
night.
We ended
up
staying
an
additional
3 nights
at that
hotel
because
of their
fantastic
customer
service.
Lesson
learned:
opportunities
to
increase
your
revenues
arise
when
you're
busy
looking
for
better
ways to
serve
people,
not just
to sell
them a
service
or
settle a
bill.
|
|
New
Program
Exclusively
for
Attorneys! |
Next
90-day
Rainmaker
Program
Starts
November
17, 2005
"Practice
Made
Perfect
for
Lawyers"
is an
intensive
90-day
Rainmaker
program
specifically
designed
for
attorneys
who want
to
rapidly
increase
their
revenues
and
create a
financially
successful
and
personally
satisfying
practice.
If
you're
tired of
waiting
around
for more
business
and
you're
ready to
discover
how to
become a
Rainmaker,
contact
us today
to
discover
how to
create a
steady
flow of
new
clients.
The
next
program
starts
November
17 and
we only
have 4
remaining
spots.
Call us
at
800-447-3852
or visit
us at:
|
|
Upcoming
Events... |
Teleseminar:
How to
Build a
Strategic
Referral
Network
(Nov
15 from
6-7pm
Eastern
/ 3-4pm
Pacific).
In
this
1-hour
teleseminar
you can
discover
how to
build a
network
of
referral
partners.
Listen
in as
Stephen
Fairley
and
Travis
Greenlee
share
with
you:
- Where
to
find
the
best
Strategic
Referral
Partners
- 5
power
questions
to
land
more
referrals
- How
to
create
a
stream
of
new
prospects
- 3
ways
to
leverage
the
internet
to
find
more
referrals
Your
|nvestment
is only $29
(Regular
$49)�
this
includes
access
to
downloadable
recording
of the
seminar
for
future
learning.
Space is
limited.
Register
today
by
calling
800-447-3852
or visit
the
Rainmaker
Gym at:
|
|
| |
What
to Ask a
Potential
SRP
This
month
features
7
questions
you can
ask
during
your
face-to-face
meeting
with a
potential
Strategic
Referral
Partner
to help
get the
conversation
started:
How
did you
get
started
in your
business?
What
are some
of the
challenges
your
industry
is
facing?
What
do you
enjoy
most
about
what you
do?
How
do you
find
most of
your
clients?
What
kinds of
issues
do you
commonly
help
clients
with?
If
someone
were to
ask,
Why
should I
hire
you?
how
would
you
respond?
How
will I
know if
I'm
talking
to a
good
referral
for you?
The
purpose
is to
get them
talking
about
themselves.
Remember,
you
should
only
talk 25%
of the
time and
listen
75% of
the
time.
The
person
who asks
the
questions
controls
the
conversation.
An
excellent
book on
this
topic is
Endless
Referrals,
by Bob
Burg.
|
|
