CONTACT NEGOTIATIONS: To construct a network from the ground up,
start with the people you know

published in the Daily Journal

Dear Uninspired:
Every professional must engage in three key marketing activities to get new business: cultivating leads, developing relationships and asking for business. Most lawyers believe that developing leads is the most difficult.

Most of us can carry on a reasonably social conversation once we are familiar with a person by finding areas of mutual interest and seeking out ways in which our services might fit. But first we have to find the appropriate people, i.e. develop leads.

Attorneys who don't believe they already know people who need legal services need to think more expansively. Here are some recommendations for developing leads:

Think of your friends and acquaintances as potential users of your services and as referrals to others who might need you. According to studies, even the least "networked" of us knows at least 200 people, each of whom also knows 200. Do the math and you can see what your potential network is – all the people you know and all the people they know.

Start with the basics. Review your list of contacts and clients. Since these folks already know you, it is likely that they will be willing and able to refer you to others. Don't assume that the people in your network know you want more clients. Advise them in person that you are looking for new business. Bring your contacts up-to-date on your practice and the type of work you are seeking.

Prioritize your list of contacts according to your estimate of each person's potential to give you work or refer you to others. Call the first three people on your list and tell them you would like to meet with them to talk about your practice and their business. Remember, these are people you know, so don't just send a letter. Networking is personal, and solicitation letters (however subtle) are still solicitation letters.

At your meeting, clearly communicate the type of work you specialize in and thank your friend or associate for listening to your business plans. Give concrete examples of your experience. Relay the message you would like your contact's 200 contacts to hear. Also, ask your contacts about their business and listen to their response. Inquire about how you might be able to assist their business development efforts.

It's important to set realistic and achievable goals. Give yourself three months to meet with these three people, then select three more.

In addition to seeking opportunities within your existing network, look for ways to build it. For example, become involved with civic, charitable, political or industry related groups and associations. Place yourself where you will meet potential clients. For example, participate in associations related to your clients' industries. Joining an industry association keeps you current on information that's important to clients, and can differentiate you from your competitors. But select only one or two. It is better to be involved and visible in one organization than be an on-again off-again attendee at many.

Before each meeting, set goals for who you want to meet. When meeting new people, remember to exchange business cards and let them know you may call them. Follow up with a letter informing your new contact that you are taking on new clients. Ask for an opportunity to stop by his or her office for a brief visit. One chance meeting at an event is rarely enough to make an impression. You must take further steps to develop these leads.

Once you have done this for awhile, you will develop a network. Care for your network by maintaining updated and accurate records of contact information in a safe place and keeping in touch. Recognize their achievements.

Drop a note in the mail or send an e-mail when you hear about someone's relocation, promotion or other successful milestones. Follow up on casual conversations with a phone call to set up a future meeting. Mail newsletters or clippings on specific topics to people with similar interests. These efforts to remain connected to people within your network will pay off when someone ultimately needs help in your area of expertise.

OUR FIRM | SERVICES | CLIENT PROJECTS | EXPERIENCE | CLIENT LIST
MARKETING MAILBAG | CONTACT US | HOME

© 2003 Bothwell Marketing, Inc. All Rights Reserved.