5 Reasons why Lawyers Struggle with Referees (for Rankings)

Happy New Year – and happy new ranking season for law firms and lawyers! The annual scramble begins: “Same procedure as every year, James!”

From more than a decade of helping law firms and lawyers improve their rankings I know that client feedback is the decisive factor for top rankings.
As Chambers puts it in its Insight Reports: “Clients’ views usually form the most important aspect of research.”

Here’s an eye-opener from a recent Chambers Insight Report:
“Number of submitted referees: 20. Number of referees interviewed: 1. Relative to average for that chapter: Average.”

If client feedback is the cornerstone of good rankings, why do so many lawyers still have a problem with referees? What’s holding you back?

Here are 5 reasons why lawyers struggle with referees – and how you can do better:

1. Wrong Attitude

Treating referee management like an annoying chore is your first mistake.

How you can do better:

Referees provide you with a chance to build stronger client relationships and open doors for future business. Shift your mindset: think of referee management as your client care and relationship building in action, rather than as a hassle and nuisance.

2. Procrastination and Missed Opportunities

Referee management can’t be left to the last minute. It’s a year-round effort.

Ask yourself: can you name five clients right now who’d sing your praises if asked? If not, you’re behind and should catch up.

How you can do better:

Your clients’ success is your best moment to ask them to act as your referee. Don’t wait – capitalize on the momentum and seize your opportunity.

3. Wrong Referees

Stop dropping big names – they are unlikely to deliver.

Sure, it’s tempting to list GCs, CFOs, or CEOs to impress the researchers. But experience shows: the higher up the food chain your referees are, the less likely they respond. High-level referees are inundated with requests to give feedback – from multiple law firms for multiple rankings, year after year.

How you can do better:

Choose your referees wisely. Aim for junior or mid-level in-house lawyers who are new to acting as referees. They are far more likely to take the time to provide feedback than their superiors.

4. Ineffective Communication

You can’t “set it and forget it” with referees. Emails normally won’t cut it.

How you can do better:

Personal, direct contact is key. Pick up the phone. Explain why you want your client to act as your referee. Guide your referees through the process and support them in responding to the rankings’ questions.

Chances of your referees providing feedback soar if you address and support them personally and directly.

5. Poor Referee Management

Referees are a finite resource.

Providing feedback for Chambers, Legal500, or IFLR1000 is time-consuming. Even your happiest clients may only agree to do it once. Asking them to do it year after year – or for multiple rankings – will drain their goodwill.

How you can do better:

Quality (likelihood to respond) matters more than quantity. Three responsive referees are worth more than list of 20 who don’t bother to reply.

Rotate and manage your referees carefully to avoid overburdening them. Think long-term: Referee relationships require nurturing, not exploitation.

What will it be for you this year? “Same procedure as every year, James?”

Or will you dare to take a new, positive, and proactive approach to managing your referees?

Here’s to a successful rankings season – SKÅL!

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Raffael Büchi - Owlegal GmbH - January 25