Page 8 - NC Triangle Vol 7 No 3

CAMILLE STELL | Practice Management Strategic Legal Networking
Networking terri es people. ey immediately think of ma- neuvering in a crowded room
full of strangers asking for favors. Your rst step is to re-think network- ing. I encourage my consulting cli- ents to think of networking as simply building relationships. Some of the people you meet will become friends, others will hire you and others will become referral sources that will help you build your practice.
By becoming strategic about net- working, you will develop into a mas- ter rainmaker and have an enviable referral network.
WHAT GOES WRONG?
• No strategy
• No goals
• No opportunities to connect with
someone new
• Rehashing the famous “I’m so
busy” conversation
WHAT IS THE “I’M SO BUSY” CONVERSATION?
You’ve had this conversation a mil- lion times. You see a professional col- league at a networking event, “How are you?” e reply is immediate, “I’m so busy, I don’t know where time goes, I can’t get anything done. How are you?” And your reply? “I agree, I’m so busy!”
Who wants to send work to some- one already overworked? Who wants to hire someone who is constantly complaining? What can we do in- stead? Be purposeful about preparing your conversation starters and shar- ing your news.
MY NEWS
is can include personal news (professional development, upcom- ing events, personal updates); recent
accomplishments (project completed, successful initia- tive); work projects (current initiatives, legal or industry trends, how you are spending your
time); new at the rm (new services, recent wins or upcoming events); or looking forward (what is on the ho- rizon, what excites you about the fu- ture)
A er you share your news, make sure to follow up with your contacts.
FOLLOW-UP
• Connect on LinkedIn or other so- cial media as appropriate
• Send thank you note or email
• Take any next steps that you prom-
ised such as an introduction
• Provide value to your new network
connections
• Schedule next steps with your new
contacts
As soon as you return from net- working events, do your homework. Add your new connections into your client relationship management tool and calendar deadline dates to keep in touch. It typically takes 8-10 touches (co ee, event, rm newsletter) over 12-18 months to turn a prospect into a client. It’s not enough to meet some- one at a Chamber event, put a busi- ness card in their hand and then wait for the phone to ring. Here are a few suggestions for how to build a rela- tionship with your new contact:
TAKE THE NEXT STEP
• Show interest in their business or industry.
• Ask for their opinion, input, ideas. • Continue to share your news.
• O er an invitation.
• Make a direct request for their
business or for them to serve as a referral source.
Making time to build your refer-
ral network is your best investment in your law practice. Take the time to nd out how your clients nd you. Include this question on your intake form or ask during the initial inter- view.
If lawyers are referring work to you, take the time to get to know the law- yer doing the referring. ank them eachtimeareferralcomesinwitha phone call or quick note. Consider
inviting the lawyer to co ee to learn more about their business so you can return the favor of referrals, as well as to provide more information about your practice so you are getting the best referrals.
TIPS TO BUILDING REFERRAL NETWORK:
• Identify the types of people who
can use your service or refer work
to you.
• Create a list of everyone you know
who falls into these categories.
• Identify those you don’t know who
you want to know – how can you
get an introduction?
• Research your list and start build-
ing a database.
• Prepare your elevator speech and
your news.
• Prepare lists of questions to ask
and be prepared to answer ques- tions about what you do, why, how, why you are looking for a job, why they should refer work to you or send you work.
• Call people and invite them to lunch or co ee (it gets easier the more you do it).
• Get comfortable with the logistics – you pay and make it easy by talk- ing to the waiter in advance or tell- ing the waiter when you order to bring you the check, choose con- venient locations for your guest, arrive early, review the etiquette rules, have an agenda, be prepared to lead the conversation but be sure to listen.
• Google “networking for introverts” if you are worried.
• Provide value to your referral sources.
• Your professional life is long, rela- tionships add value. But they can also help the bottom line.
Camille Stell is the president of Lawyers Mutual Consulting & Services, a subsidiary of Lawyers Mutual. Our mis- sion is helping lawyers evolve and thrive in a changing legal marketplace. Camille offers business development coaching, as well as succession and transition planning for solos and law rms. Camille also provides strategic planning for law rms and legal associations, facilitating law rm retreats and keynote presentations. Continue this conversation by contacting Camille at [email protected] or (919) 677-8900.
ATTORNEY AT LAW MAGAZINE · NORTH CAROLINA TRIANGLE VOL. 7 NO. 3 8