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This article is part II in a series about the FIVE essential marketing activities to grow your practice.
You already have a network. Using the baseball analogy of
Consider how effectively you are tapping into your network to remain top of mind with your clients and referral sources. Are you expanding your circle of connections?
Networking is about being a resource; not collecting business cards and names.
Approach networking with the goal of getting to know people who can answer questions about another area of the law or even another industry you’d like to explore. These contacts can provide guidance to you and others you know.
Consider that everyone has a problem situation, and everyone represents a solution. Your role is to match the two.
With this resource mindset, you will be perceived as someone who has a fabulous pool of knowledgeable professionals of all stripes and sizes and is willing to freely share them.
In other words, it’s not about getting new clients. Set your self-interest aside as you assist your acquaintances.
For example, two litigators who were opposing counsel chatted after the matter was concluded. The first mentioned that she was developing her marketing plan. The second suggested she contact a consultant he had recently met. She recognized my name and soon became my client. What did opposing counsel gain from this suggestion? Good will from both the litigator and me, the consultant.
Adopting this mindset of resources will keep you on the path to being helpful to others. You will listen to their description of a situation, with which they need assistance, and locate a skilled professional: someone among your many contacts who can shed light on a complex matter.
You probably have 5,000 contacts in your circles:
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Export the digital files. Compile the names and email addresses in lists and eliminate the duplicates. Add these contacts to your database.
Invite them to connect with you on LinkedIn if you are not already connected there.
Draft even more players for your team by making a list of all the transactions and litigations you’ve been involved in. Then add the names of the attorneys on both sides of the matter.
Include the attorneys at your prior firm and those who were law clerks with you.
If you served on a committee at the bar association, add the other members.
Did you remember your classmates and faculty from law school?
Wow. That’s quite a lengthy list. Now take the next step.
Sort the names in your list and prioritize them by your preferred criteria. Will they take your call? Are they simply names from long ago with few shared interests?
Here are some easy pitches to get you on base, whether you make a phone call or send an email:
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These activities can also be fruitful opportunities to engage with the members of your networking groups.
Many networking groups have waived their fees to attract more prospects to their virtual events. Participating in heterogeneous groups can support your new business development activities, whether it’s
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As leaders of the group, they will likely respond and welcome you to the upcoming meeting. After all, they are committed to the group’s success and want to increase membership. Reply and reiterate your enthusiasm in attending.
At the virtual meeting, be prepared to post the following details in the chat, so that all attendees can see how to contact you afterwards.
Name
Attorney; practice focused on _____
Website
Phone
Wait to post this at the mid-point of the meeting, so that any latecomers will have the opportunity to read your contact details.
Send a follow-up note to the officers and committee members you emailed before the meeting and thank them for holding a terrific event. Reach out to any members who appear interesting. Cultivate these new connections as well.
With these strategies of outreach to your 5,000 contacts, engaging them in conversation, and joining new networking groups, you have three chances to expand your circle of contacts.
Networking will create a bountiful resource of people and skills, with opportunities to share and reciprocate with referrals and contacts. Step up to the plate and take a swing to get on base.
For more information, register now for Janet’s upcoming
Janet Falk is the head of
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Disclaimer: The viewpoints expressed by the authors are their own and do not necessarily reflect the opinions, viewpoints and official policies of Practising Law Institute.
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