Effective Networking Strategies for Solo Practitioners – Part I

By Terrie S. Wheeler

www.MarketYourLawPractice.com

 Lawyers who are successful in marketing are almost always effective at building and nurturing relationships and helping others succeed.  Effective networkers weave networking activities through the fabric of their professional practice.  This post is the first in a two-part series on the traits and characteristics of lawyers who are also great networkers:

Command trust and respect – People must like you, trust you, and respect you – then they will refer business to you.  Think of those to whom you make referrals – this should help you understand how others might be looking at you before making a referral to you. 

Make a great first impression – Greet others with a firm handshake and strong eye contact

Develop a benefits-focused introduction – Create and refine a short statement about yourself – what you do, how you are unique, the benefits you provide through your service, the type of clients you like to serve. What are the traits and characteristics that differentiate you from other professionals?

Focus on the other person – Focus on how you can help them be successful; introductions you can make and ways that your unique skill set and expertise can provide support. Ask questions and demonstrate a genuine desire to learn more about the person to whom you are talking. Remember names and details of those you meet. Use their business cards to jot down relevant notes (kids, hobbies, upcoming vacations).

Let others know you have referred them – Always let someone know when you referred them, even if the referral doesn’t turn into business, you get “points” for thinking of the person.

Expand your horizons – Spend time building relationships with new people, not just hanging out with your current referral sources. Involvement in industry and trade associations attracting your prospective clients is a great way to make connections. Think about groups attracting those who have referred business to you in the past. Be willing to step out of your comfort zone and extend yourself to new people.

Know what you want in a client – Be very clear on exactly the type of work for which you are looking and the criteria a client must have for it to be a “good fit” with you and your firm. 

Listen for and capitalize on opportunities – Be tuned to situations where you can provide benefits to others through the services you provide OR by introducing the individual to someone else in your network.

Think of your peers and referral sources – Remember you are not just networking for your own personal benefit; you are also networking to generate contacts for your peers at the firm as well as for your business contacts and referral sources. Focus on how you can help the person to whom you’re talking.

Know the broad capabilities of your firm – Know how your firm can fully serve clients and prospective clients. This practice helps to build relationships with all of your contacts – clients, referral sources, and colleagues.

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