Many attorneys use the opportunistic or, as it is commonly referred to, the hit-and-miss approach to networking. Typically, attorneys attend an event , strike up a conversation , talk about themselves , and exchange business cards. They usually attend these events wit h the mind - set of collecting business cards, without really paying any attention to having two or three engaging conversations.
This type of random networking will produce clients every so often. However, it is based on the fact that the person you are speaking to requires legal services. Usually when opportunities do occur , their impact on your practice is marginal.
One of the other problems with this type of networking is that while business cards may have been exchanged, if services are not needed, the cards are discarded.
Strategic networking is more focused and tends to position attorneys at seminars, conferences and trade shows where potential clients are likely to assemble. With this type of networking , it ’ s common for attorney s to join and actively participate in associations or clubs and attend breakfast lectures and luncheons where they will pass out business cards.
Depending on the overall marketing plan, giving presentations and sponsoring a function may be part of the law firm’s overall strategy . This type of networking produces better and consistent results than the random acts of networking, although once again it is dependent on the needs of the individuals from the organizations you are involved in.
"Leverage networking” is what Keith Ferrazzi calls networking with the connectors and super connectors. Never Eat Alone: And Other Secrets to Success, One Relationship at a Time These are individuals who are well connected and whose jobs entail considerable contact with people, such as fund - raisers , journalists, public relations professionals, lobbyists, conference organizers , etc.
In leveraged networking, the attorney cultivates continuing relationships with people who are constantly in contact with large numbers of people in the attorney ’ s target group. The relationships are carefully chosen and continually maintained to assure that the contact will refer a client if the opportunity arises.
An example of this type of relationship is a transactional business attorney who has a continuing relationship with an accountant and financial planner. This is a mutually beneficial relationship since the attorney can occasionally refer clients to the accountant and financial planner , and vice versa.
On a practical level, there are several levels to get started, depending on your comfort level. Since networking has to be long-term endeavor, becoming involved in an area where your interests lie. Serving on a board, for example, will not only help build your network but will also build your confidence. Most nonprofit boards and community-based organizations are seeking volunteer-based general counsels. The boards in turn have the opportunity to get to know you and the quality of your work without your peddling your services.
Key to all networking activities is listening and asking open-ended, engaging questions -- those that require more than yes or no answers and open up a dialogue.
The objective is to find out more about these people. What do they do? Why are they attending this particular event? What are their concerns, interests and hobbies? A good gauge when meeting someone is to listen at the very minimum 50 percent, although some would say 80 percent of the time. Body language indicates whether you are actively listening and interested in what the other individual has to say, and not looking across the room to see who else has appeared.
Ultimately, all of us want to know that we are cared for. Stephen R. Covey says, when networking, “Seek first to understand and then be understood.” Seven Habits of Highly Effective People, Stephen Covey
An area in which almost everybody falls short is the follow up. It is after the initial meeting that relationships begin to develop. All the listening, well-crafted marketing messages and best first impressions go down the drain if there is no follow up. Following up within 24 hours demonstrates enthusiasm, interest and initiative, and more importantly, the groundwork has been laid for a face-to-face meeting to explore whether it’s a relationship worth taking to the next level.
Rather than resist networking, attorneys need to take stock of the skill set they already have and apply it. Like most things there is no magic formula; the truth lies in discovering what that magical formula is for you. To find out how we can work together email me.
On May 2nd I will be talking talking about building your networth at the Paralegal Conference in New York, held by Estrin Legal Ed.
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