If you are one of the BEST NETWORKED people you know, but you aren’t one of the best PAID people you know, this post may be of particular interest to you.
I want to share — with explicit permission — an email from woman who attended one of my past events, who happens to be an attorney. Ignore her industry, for a second, though because she — like you — depends on referrals for new clients. She is superior (like, world class superior) at her work, but finds herself — from time to time — in search of her next big client. One of the things she does to get clients is… drumroll please… network. In this email, she tells me that she attends a networking event monthly with THE RIGHT LEADERS who should be / could be hiring her as their legal counsel. So, she’s in the right place, with the right people, MONTHLY. Of course, I ask her the following,
What types of conversations ARE you having with them?? Give me 3 examples of conversations you’re in with them…. so I can help you.
(All words in quotes are exact, unedited cut and pastes from our email dialogue…)
1/ What are you drinking?2/What did you get for lunch?3/How is the turn around going at the plant?
I did tell her that her response cracked me up. I hope it gave you a little chuckle, too. But, we’ve all been there, right? We’ve been the accountant — networking with small business owners, every week… during tax time. Yet, no one’s making the connection that they ShOULD hire us. We’ve been the women’s leadership coach networking month after month with women leaders. The corporate trainer networking with HR folks at the SHRM meeting every month… The website designer, image consultant, physician in the right place with the right people and yet… there’s something missing. A bridge, if you will, that these prospects seem to need in order to “make the connection” that they are our ideal clients and we can SERVE them brilliantly. No need to stay frustrated. My response to her email will help YOU custom-build your own bridge. Hope it helps!
One thing I know for sure is this: EVERY SINGLE client you’ve landed has been the result of at least one deliberate conversation… this conversation included discussion regarding the intersection between YOUR EXPERTISE and THEIR LEGAL NEEDS.So, it makes sense to be very deliberate in orchestrating more of these conversations. This isn’t a customized approach, because I’d have to know more in order to give you that, but here’s a starting point of ideas. I’d pick which ones I’m most comfortable with and start there.From there, we do need to get more deliberate about your own branding / positioning as an attorney, so you never hit the bottom of your pipeline. You want to create DEMAND, which is fairly easy when you don’t need a National / Global demand, but a regional / local one.So, here’s a very incomplete list of ways to start those conversations:
- You can always go direct… which — as an attorney — can ONLY work in your favor. If you’ve been in relationship with these people, and have asked them for nothing… Consider picking your top prospect out of the bunch and inviting them to lunch / coffee. I’d suggest something VERY candid, such as, “Hey Michelle. As you know, my work at __{insert name} ______ law firm includes ______{insert type of law you think they’d be most interested in}_____. Would you be willing to discuss your company’s legal needs and / or strategy over coffee? No expectation or obligation, of course, but I’d love to set aside this time to see where my experience and expertise my intersect with your current and / or future needs.”
- You can also RAISE YOUR FLAG in the corporate community by scheduling your own small group, high level roundtable meetings… something like, “Candid Conversations with Corporate Counsel.” Host them at your office once a month. Serve coffee and invite corporate leaders into a roundtable-type of discussion. Every month, you tackle something else… “Pre-Litigation Conversations” or “Lawsuit Prevention” or “I’m Being Sued, NOW WHAT?” or whatever your expertise dictates.
- VERY IMPORTANT to have a topic designated each month. Otherwise, it will be too vulnerable to come. YOu talk for a few minutes and take questions. Otherwise, they network and sip coffee.
- You’d take this to the next level by giving your monthly folks a five question questionnaire that will help you determine topics for this monthly roundtable. Let them know what you’re planning… invite their input and their attendance… and, of course, allow them to share with their own colleagues.
- Doing this monthly will go a long way in building that pipeline I mentioned. Please let me know if you decide to do it because how you plan, promote and position these meetings goes a long way in how profitable they are for you.
- Choose a topic / current issue that they SHOULD be talking about with counsel and ask their take on it… or — better yet — ask about their company’s response to it.
I hope this helps. There are a million ways to get into these conversations, but in the end, you just have to remember that YOU MUST ORCHESTRATE these conversations, rather than wait for them to happen naturally. =)Losing weight naturally.. good. Waiting for these conversations to materialize naturally… not so good. =)
