How to use referrals to get great clients (without feeling pushy)
If you're a lawyer reading this, chances are you're not thinking about client development. Most lawyers aren’t. Let’s be honest - finding clients often feels like something for later, or something someone else handles. You’re busy doing the work.
But if, by any chance, you are one of those lawyers curious about how to grow your practice - and particularly if you're on the path to partnership - then let’s talk about one of the simplest, most powerful tools you have: referrals.
What Is a Referral?
At its core, a referral is simply asking someone to introduce you to someone else. That’s it. Not pushy. Not sleazy. Just a connection, a conversation. And yet - so many women lawyers hesitate to ask.
Why?
Three big reasons:
We don’t think of it. It’s not part of the usual legal toolkit, so it doesn’t occur to us.
We don’t have a process. We mean to do it, but it gets lost in the busyness.
It feels icky. We’re worried it might come across as salesy or self-serving.
Sound familiar?
Let me reassure you: it doesn't have to feel that way. You can create a process that feels natural, generous, and entirely aligned with your values.
Why Referrals Matter
Referrals are like job hunting - only instead of one job, you're cultivating a series of opportunities. When I moved to France in 1996, I knew almost no one. To find work, I picked up the phone (yes, the actual phone!) and introduced myself to people who had never heard of me before. It took courage - and it didn’t get easier - but what it did do was build connections that led to opportunities.
That’s what client development is: connection-building. One relationship at a time.
Just the other day, I reached out to a long-time client - just to check in. Toward the end of the conversation, I gently asked if there was anyone she could introduce me to. Her response? “Oh yes, I’ve been meaning to!” By the end of the day, she’d connected me to four people.
Will all four turn into clients? Maybe not. But even one or two conversations can lead to four more - and then eight - and so on. That’s the power of exponential connection.
Two Simple Referral Strategies
1. In-Person Referrals
Start with your happiest clients. Think of those who already trust and value your work.
Then:
Reach out to reconnect - suggest coffee, lunch, a Zoom catch-up.
Focus on them. Ask questions, listen deeply. What’s going on in their world?
Offer value. It could be business-related (an introduction, a helpful article), or personal (help finding a holiday rental or advice for their teenager - yes, really!).
Once you’ve created genuine reciprocity, say:
“I was wondering - do you know anyone who might benefit from the kind of work I do?”
It’s that simple. If the relationship is strong, they’ll be more than happy to help.
2. LinkedIn Referrals
Your LinkedIn network is a goldmine of second-degree connections. Here’s how to tap into it:
Browse your current connections (your first-degree network).
Look at their connections - especially those in your niche.
Identify a few people you’d like to meet.
Reach out to your original contact and ask:
“Would you feel comfortable introducing me to X? I think we might have some overlapping interests.”
To avoid overwhelm, create a habit. Block 10 minutes every Monday to do this. That’s it. Keep it light, consistent, and pressure-free.
Remember: You’re Not Selling - You’re Connecting
You're not asking for business. You're inviting conversations, expanding visibility, and letting people know what you do. That’s the foundation of client development - and it’s built on generosity, curiosity, and courage.
One Last Thing…
The waitlist is now open for the next round of Pathway to Partnership, my signature programme for women lawyers who are on the road to becoming partners - or who are already there and want to lead with more confidence and clarity.
We're diving into everything from the why of partnership, to confidence-building, to client development (including smart strategies like this one). You can DM me or book a chat through my website: www.ceciliapoullain.com
Thanks for reading - and here’s to building a practice that’s grounded, intentional, and entirely yours.
Warmly,
Cecilia