Targeting Clients for Referral Gold
By Carol Schiro Greenwald
April 19, 2012
Carol Schiro Greenwald, Ph.D., works with professional services firms and individuals to structure and implement research-based, strategically-grounded business development, marketing and communications programs. You can learn more about Carol at www.GreenwaldConsulting.com.
Most people don’t spend enough time and thought on referral relationships, even though most professionals say they get the most of their business from referrals. This presentation focuses on how to identify people with referral potential, work with them, and develop solid, long-lasting relationships. It also covers the steps involved in giving or receiving a referral and how to develop customized referral circles. The final segment suggests a method for tracking referrals.
Carol has directed marketing, marketing research and marketing communications programs for a variety of well-known professional services firms both in-house and as a consultant. She was in-house at Whitman Breed Abbott & Morgan LLP [now Winston & Strawn], Haight, Gardner, Poor & Havens [now Holland & Knight], the health care division of Kurt Salmon Associates, Richard A. Eisner & Company, LLP [now EisnerAmper], KPMG Peat Marwick, BDO Seidman [now BDO], and Grant Thornton. She was also a consultant with the MarketForce division of Hildebrandt International [now Hildebrandt Baker Robbins].
She lectures frequently on marketing topics for professional firms and associations. Carol is Past-President of the Legal Marketing Association, Metropolitan New York Chapter, and teaches marketing in the Workshop in Business Development program. For five years, Carol was an editor of Strategies, the Legal Marketing Association’s national publication.
She graduated cum laude from Smith College, Northampton, MA, received an M.A. in international relations from Hunter College, City University of New York [CUNY] and a PhD in comparative constitutional and legal systems from The Graduate Center, CUNY. Her post-doctoral research on public policy and the federal court system was as an Eli Lilly Fellow at the Bunting Institute of Radcliffe College.