Lawyers PI Program
From the Desk of:
Mark Studin DC, FASBE (C), DAAPM, DAAMLP
“Holiday Gifts for Lawyers”
Fancy steak dinners and gifts for lawyers will not work…unless you have already gained the respect of the lawyer as an expert. If you do not have a relationship with the lawyer and he/she does not know you are the best-of-the-best, you are wasting your time, energy and money.
My closest friend is a world renowned neurosurgeon. In fact, he was just flown to Africa on a tough case. He is that good. Yet, every holiday season he rents a catering hall in his country club and has a party. He invites every referring doctor, lawyer, staff member and hospital administrator. It is a sit-down catered event with a live band, alcohol, etc., and costs him at least $20,000 for the event, including the engraved invitations.
You can rest assured that he never asks for a referral. However, he still has figured out a way to say thank you for all of the referrals that have made him successful throughout the year. You need to do the same with the understanding that those gifts will not create any new relationships. You have to earn that. It can’t be bought.
I have written about the useless gifts I have given lawyers throughout the years. I didn’t get it, as I thought they would “remember me” more if I lavished them with “stuff” during the holidays. What a schmuck I was! In all my years of doing this, I got nothing for my time, money and effort. That’s not true…I got a lot…of wasted time, money and effort! I got what I deserved by trying to buy my way in (legally) instead of making the commitment to clinical excellence in order to win.
Once you have a relationship built through trust and knowledge, it is strongly suggested that you take those lawyers you have relationships with and remember them during the holiday season. It doesn’t have to be lavish, but it has to say thank you. In addition, do not forget the staff. A large bowl of jelly beans with a nice card is very appropriate. They now have designer jelly beans that make a nice gift and are not expensive. The money isn’t the issue. It is the thought and it will go a long way.
Step 1: Become the best-of-the-best through acquiring knowledge.
Step 2: Get the lawyer to meet with you and eventually start referring. (To learn how, reread Consultations #1-#114, including the 138 Quickie Consults.)
Step 3: After a relationship has been secured, remember the lawyer and the staff during the holidays.