Why marketing has to permeate the firm and the process.
By Bill Reeb and Dominic Cingoranelli
For most firms, new business comes in through referral. Therefore, the bigger a partner’s client base, the more likely that partner will bring in new business – which simply means that the more clients a partner knows, the more referrals that partner is likely to receive (not in percentage, but in raw numbers).
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Other drivers of referral success are long-standing service (seniority) and position in the firm (such being one of the named or senior partners). In these cases, there is an extended opportunity for referral simply because:
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