In this episode of Trial Lawyer Nation, Michael Cowen and Natalie Arledge delve into the complexities of a challenging legal case that resulted in a remarkable $1.7 million verdict. They discuss the strategic decisions, overcoming liability challenges, and the importance of trusting the jury. Join them as they share insights and lessons learned from navigating this intricate legal journey.
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117 – Isabella Santellan – How to Build a Referral-Based Practice
When it comes to personal injury law, the client-firm relationship can be fairly transactional. Most clients aren’t talking about their personal injury cases with their network, and lawyers hope that their clients don’t get injured again and become repeat customers.
But when you have mostly transactional, single-case relationships with clients, how can you gain more business? If your personal injury clients aren’t telling their network about you, who will?
One of the most rewarding methods for gaining more business is referral marketing. Creating longstanding attorney referral relationships gives you a pipeline for more cases, helps you build a reputation, and keeps your firm top of mind in the industry. However, in order to succeed with referral-based marketing, you have to cultivate your relationships and think about what the other person wants.
According to Michael Cowen and the team at Cowen Rodriguez Peacock, you have to give back in order to grow your referral-based business. Take referring attorneys out to lunch or to an event that they would enjoy. Or, give them a gift that’s personalized (and doesn’t have your firm’s name or logo on it). However you decide to show gratitude to your referral partners, it’s important that you create a system to follow up, check in every now and then, and continue nurturing that relationship.
Above all, Michael says that it’s important to create a culture of sharing and respect and keep your promises with referring attorneys. You don’t have to take every case that comes your way, and you can’t guarantee the outcome of a case. You can, however, promise to work hard, keep clients informed, and honor the deal you made.
In episode 117, Isabella Santellan, the Marketing Assistant at Cowen Rodriguez Peacock, asks Michael Cowen all of the essential questions about building a referral-based business and tending to referral relationships. Listen to this episode of Trial Lawyer Nation to hear Michael’s advice on building a referral network and nurturing relationships, turning down referral cases, and simplifying the referral process for your firm.
Featured Guest
Name: Isabella Santellan
About: Isabella Santellan is the Marketing Assistant at Cowen Rodriguez Peacock. She was born and raised in San Antonio, TX and recently received her B.B.A in Management from the University of Texas at San Antonio. As the Marketing Assistant, Isabella runs the firm’s social media, helps plan events, and works to ensure they provide an unforgettable experience to everyone they work with. In her free time, Isabella enjoys traveling, golfing, and spending time with her family.
Company: Cowen Rodriguez Peacock
Connect: LinkedIn
Key Points
Top takeaways from this episode
- Start with the people you already know (and don’t be too picky about cases). It’s difficult to come out of law school and have the reputation and network needed to create a referral-based business. Michael Cowen suggests you get your foot in the door by being hungry, humble, and persistent. Take cases from those who are already in your network and expand your business from there.
- Give your referring attorneys what they want. It’s important to stay top of mind when you’re building a referral-based business. How do you do this? Michael says you need to give back to your referral partners. Take your referring attorneys to lunch or to an event that they might enjoy. You could also give them a call, send a handwritten thank you note, or give them a gift (without your firm’s name or logo on it). However you show gratitude, you have to do so with the other person in mind.
- Nurture your existing referrals. When trying to build a referral-based business, many firms make the mistake of moving on to new referrals without nurturing existing partnerships. But the key is to create longstanding relationships with attorney referrals. It’s much harder to convince someone new to send you the first case, and it’s more fruitful to put effort into the connections that are already sending business your way.
Episode Highlights
[02:40] The foundation of great attorney referral relationships: The key to establishing great referral relationships is nurturing your connections, setting expectations upfront, and making sure you stay top of mind.
[06:05] The three things a referring lawyer or co-counsel wants: Every referring lawyer or co-counsel wants as much money as possible, as quickly as possible, without client complaints. Michael Cowen breaks down the details of how to achieve this.
[07:27] How to keep a referring lawyer’s attention: Michael shares Cowen Rodriguez Peacock’s strategies for keeping a referring lawyer’s attention and making sure they choose you over competitors.
[09:07] Turning down a referral’s case: The number one step to respectfully turn down a referral’s case is to do it swiftly. It’s hard to say no, but it’s better than accepting a case that you’ll later regret. Michael also suggests directing a case to a different firm and offering a possible solution.
[12:00] What you can and can’t guarantee to a referring lawyer: You can’t guarantee the outcome of a case, but you can promise that you’ll work hard and keep the team informed about the details of a case.
[13:13] How a new attorney can build their referral network: Start with people you already know. From there, you can build out your network and run your business on referrals. Especially when starting out, you have to get your foot in the door — you can’t be too picky about cases until you build your reputation.
[18:30] Michael’s experience with referrals: Michael shares his advice for working with referring lawyers and developing your referral process. He also talks about the big mistakes he made early in his career and how you can avoid those same mistakes.
[25:32] Simplifying the referral process: The key to simplifying the process for referring attorneys is to remove the bottlenecks. If you’re busy, put them in contact with someone else on your team who can give them the time and attention they need. For Michael, getting clear on criteria for automatic ‘yeses’ and ‘nos’ can help simplify the process as well.
[26:51] Other methods to gain referrals: Michael explains how his seminar, Big Rig Boot Camp, and his podcast create a referral funnel and generate more business.
[30:43] What to do after you win the referral: It can be tempting to constantly look for new referrals, but Michael advises you to spend more time and effort on your existing referral relationships.
Connect with Trial Lawyer Nation
☑️ Follow us on Twitter, Facebook, Instagram & LinkedIn.
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In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.
Produced and Sponsored by LawPods.
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170 – Dirk Derrick – Leveraging the Transformative Power of Focus Groups
South Carolina PI attorney Dirk Derrick joins host Michael Cowen for an in-depth discussion about Dirk’s innovative approach to focus groups.
By prioritizing truth-seeking and empowering clients through data-driven decisions, Dirk’s team uses focus groups to maximize case values. Plaintiffs’ attorneys who want to learn more are invited to request access to his podcast, “The Appraisers,” where other plaintiffs’ attorneys share case studies from their focus groups.
Featured Guest
Name: Dirk Derrick
About: Dirk’s firm, Derrick Law Firm Injury Lawyers, has nearly 30 attorneys practicing in 10 locations across South Carolina. He has obtained information from 10,000 South Carolinians and watched 700 focus group juries deliberate. He partners with data scientists to develop a proprietary interactive database to analyze the data.
Company: Derrick Law Firm Injury Lawyers
Connect: LinkedIn | Facebook | X | YouTube | Instagram
Episode Highlights
[04:31] Prioritizing Client Service: Dirk shares his hiring strategy to ensure that clients have support not only from their lawyer but also paralegals, bills and records, and others.
[06:37] It Starts on Social Media: Focus groups start by gathering participants; for Dirk’s team, that means inviting potential members via social media. From there, the process includes vetting the participants, presenting arguments, and following up with questionnaires.
[13:08] Game-Changer: Dirk explains how his focus group program has changed “every part of our practice, of how we build cases.”
[16:48] Insurance Leverages: Insurance companies have four main leverages over plaintiffs’ attorneys and their clients. Dirk outlines each.
[25:36] Everyone’s Invited: The firm’s focus groups include participants on all sides of any issue, including insurance adjusters and ex-defense lawyers. Dirk explains the strategy.
[31:39] The Appraisers: Plaintiffs’ attorneys are invited to request access to this closed podcast, where they can hear case studies from other lawyers who have used focus groups. Click here to sign up.
[35:36] The Anti-Marketer: Years ago, Dirk had a static website and did not actively market. One night, he told his wife that he planned to pursue a marketing strategy. She thought he’d gone crazy.
Connect with Trial Lawyer Nation
☑️ Follow us on X, Facebook, Instagram & LinkedIn.
☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.
In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.
Produced and Sponsored by LawPods.
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179 -Juishree Samant – The Unexpected Path from Reception Desk to Trial Table
Receptionist-turned-litigator Juishree Samant got a masterclass right after law school when she worked in pre-litigation, convincing potential clients to hire the firm and resolving around 500 cases. “It puts you in a position where you’re comfortable picking up the phone no matter who it is you’re talking to, whether that be the client, whether that be adjuster, opposing counsel,” she explains in this conversation with her boss and host Michael Cowen. Now an associate at Cowen Rodriguez Peacock, Juishree recounts her unique path and shares how she navigated her career transitions. Next up: handling depositions on her own, driving an 18-wheeler at the Academy of Truck Accident Attorneys, and attending the firm’s Big Rig Boot Camp on July 10.
Michael and Malorie welcome listener questions for a new “Ask Michael and Malorie Anything” feature. To submit a question, email Michael.
Featured Guest
Name: Juishree Samant
About: Juishree started her legal career in 2016 as a receptionist. She later served as a paralegal and then went to law school. Today, she is an associate in commercial litigation.
Company: Cowen Rodriguez Peacock
Connect: LinkedIn
Episode Highlights
[03:34] Receptionist to Paralegal: Juishree explains how learning to communicate with clients as a receptionist built the foundation for her successful transition to paralegal work.
[04:52] How Did She Succeed? “Ask a lot of questions” is Juishree’s advice for anyone considering the kind of career transitions she made.
[07:00] Not Taught in Law School: Law school doesn’t teach lawyers how to be managers. Juishree encourages attorneys to invest time upfront with staff to create long-term dividends.
[11:16] Not an Enemy: Juishree emphasizes treating opposing counsel professionally, while Michael adds the importance of maintaining boundaries with those who have proven untrustworthy.
[17:41] Pre-litigation Skills: Persuasive communication with clients and adjusters – essentially selling something the other side doesn’t want to buy – creates an excellent foundation for litigation.
[19:41] Uncomfortable Conversations: Preparing for difficult discussions and focusing on possible resolutions rather than dwelling on problems helps deliver bad news effectively.
[22:25] Taking the Leap: After three years in pre-litigation, Juishree risked a comfortable position to pursue her ambition of becoming a trial lawyer.
[29:22] Embracing Weaknesses: Juishree appreciates the mindset at Cowen Rodriguez Peacock where case flaws are acknowledged, not hidden, so attorneys can control the narrative.
[39:06] Next Steps: Juishree’s development plan as a trial lawyer includes taking depositions independently and continuing to learn from experienced colleagues.
Connect with Trial Lawyer Nation
☑️ Follow us on X, Facebook, Instagram, and LinkedIn.
☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.
In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.
Produced and Sponsored by LawPods.
