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Picture this: You're at a barbecue, chatting with your old college buddy who's now a successful entrepreneur. The conversation shifts to work, and you casually mention a big case you just won. Your friend's eyes light up, and they mention needing legal help with their business.
It's a delicate dance, navigating the line between friendship and business. But with the right approach, you can turn personal relationships into professional ones—without jeopardizing the friendship.
Let's dive in.
Be Authentic and Genuine
First and foremost, your interest in the friendship should be sincere. Don't view your friends solely as potential clients (obviously). Continue to engage with them as you always have, without constantly steering the conversation towards business.
Educate Your Friends About What You Do
Your friends know you're a lawyer, but don't assume they know what you do and who you serve. No one wants to come across as ignorant, so many people—your friends included—will never ask clarifying questions after you tell them, for example, that you're a corporate restructuring lawyer, even though they have no idea what that really means.
Accordingly, one of the best ways to lay the groundwork for future business is to help your friends understand what you do. Share stories about your work and clients. Discuss the types of clients you typically work with and the issues you help them solve.
But here's the key: Explain your work in relatable terms that your friends can understand. When they have a clear picture of your expertise, they'll naturally think of you when opportunities for referrals arise.
Casually Showcase Your Expertise
While being patient is important, you can proactively create opportunities to discuss business with friends without being pushy. Look for natural openings in conversations to share your knowledge and experience.
For example, if a friend mentions a legal issue in the news, offer your perspective as a lawyer. If someone shares a business challenge, relate it to a case you've handled. The goal is to demonstrate your expertise casually, planting the seeds for future work together.
Ask for Advice or Opinions
Everyone likes to feel valued, and your friends are no exception. Seek their input on business matters related to their areas of expertise. Show that you respect their opinions and value their insights.
By engaging them in your work, you're not only strengthening your friendship but also planting the seeds for future referrals. They'll feel more invested in your success and will be more likely to recommend you to others.
Offer Your Assistance
If a friend mentions a legal issue or question, don't hesitate to offer your help. Be generous with your time and expertise, without expecting anything in return. Even if it's a small matter, your willingness to assist will be remembered.
Of course, it's important to set boundaries and not let friends take advantage of your generosity. But by being there for them when they need it, you're demonstrating your value as both a friend and a legal professional.
Refer Friends to Other Lawyers When Appropriate
If a friend needs legal help outside your area of expertise, don't hesitate to refer them to another lawyer who can assist. This demonstrates your confidence and concern for their best interests, while still keeping you top of mind.
Explain that while you'd love to help, you want to ensure they get the best possible representation for their specific issue. Offer to make an introduction to a trusted colleague. Your friend will appreciate your honesty and desire to connect them with the right resources.
Plus, referring business to other lawyers often leads to reciprocal referrals. When those lawyers have clients needing services in your practice area, they'll remember your professionalism and generosity.
Pitching Your Services: Dos and Don'ts
When the opportunity arises to work with a friend, it's important to broach the subject professionally while still being warm and friendly. Here are a few dos and don'ts:
Do:
Express enthusiasm about the potential of working together
Highlight your relevant experience and how it relates to their needs
Offer a complimentary consultation to discuss further
Don't:
Assume they'll hire you without a formal discussion
Press them to make a quick decision
Offer discounted rates unless you're prepared to do so for all friends
Neglect to discuss the scope of work and fees upfront
A simple script could be: "I'd love to learn more about your legal needs and see how I can help. As your friend, I care about your success, and as a lawyer, I have experience with X that could be valuable. Would you be open to grabbing coffee to discuss further? If it's not a fit, I'm happy to refer you to someone else."
Be Patient
Turning personal relationships into business ones doesn't happen overnight. It's important to be patient and recognize that not every friendship will lead to work—and that's okay.
Wait for natural opportunities to discuss business, rather than forcing the conversation. Be sensitive to your friends' circumstances and avoid bringing up work during personal challenges or crises.
Remember, the goal is to maintain genuine friendships while gently nurturing potential business opportunities. Rushing the process or being too aggressive will only damage the relationship.
And if a friend does refer business to you, look for ways to reciprocate, such as referring business to them or offering other assistance.
Conclusion
Turning friends into clients or referral sources can be a tricky proposition, but with the right mindset and approach, your social network can be a great source of new business. Focus on being a good friend first, and let the business develop naturally.
Be authentic, educate your friends about your work, and casually showcase your expertise. When opportunities arise, pitch your services professionally. And if you're not the right fit, confidently refer friends to other lawyers.
By approaching business development through the lens of friendship, everyone benefits—the relationship deepens, friends get much-needed help, and your practice grows organically. So nurture your friendships, stay patient, and watch the referrals flow.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.