A recent poll by digital business solutions provider Huzzah Media found that 80% of small businesses report the two top sources of revenue are repeat customers and word-of-mouth referrals. 

Now that we are in the age of social media, talking up good and bad experiences among friends is easier than ever.  Research shows that the average Facebook user has 150 friends; multiply that by the number of prospects and clients you touch every month, and there is a huge potential for getting the good word out about your practice.

Here are three ways you can encourage loyalty and word-of-mouth referrals from existing clients:

• Focus on the client experience.  I always tell attorneys I coach that clients are not judging you against other law firms; they are judging you against all other service providers they have experienced.  One of the fastest ways you can convert prospects to clients and increase your referrals and repeats is to focus intensely on the kind of experience your clients have with your firm, from the first phone call to the initial meeting through to the conclusion of their case.  Most people don’t seek legal help until they are in crisis so you have to empathize and sympathize, treating them as you would an honored guest in your home.  Show them they are not just a case number and a paycheck to you, and they will return that loyalty in spades.

• Offer referral rewards.  I am not talking about money here; we all know you can’t pay for referrals.  But you can provide important psychological rewards by letting clients know how important it is to you that they refer you to family and friends.  We all get a boost from bestowing a favor; don’t be afraid to ask your client regularly for referrals and be sure you educate them well on what makes a good client for you.

• Ask for feedback and listen.  I love it when I visit an upscale restaurant and the chef comes out to ask how I like my meal.  We all want to feel that our opinions matter, especially when we are paying for a particular level of service.  Make it a point to ask your clients how you’re doing throughout your engagement with them, not just at the end.  Then listen intently and adjust your processes accordingly.