By Terrie S. Wheeler
This post continues identifying more of the traits and characteristics demonstrated by lawyers who are exceptional at networking:
Create your A-Level contact list – Think of those you know and trust and whose opinions you value: role models, mentors, those who comprise your support system, and those with whom you share common interests. Consider current and former clients, referral sources, acquaintances from your place of worship, neighbors, former co-workers, college and high school classmates, and service providers with whom you have a long-term relationship (doctors, dentists, accountants, insurance agents, stylists, or service/repair people). Cultivate, nurture and manage your relationships. Stay in touch. Be sure your contacts know the basics of your “Elevator Speech”
Always make time to meet with a prospective referral source – Good referrals come from solid relationships. Relationships start with meetings. It’s likely that well over 90% of your future business will come from referrals. Do your very best to find time to meet with quality people.
Follow up and follow through – Maintain contact with those you meet and keep contacts apprised of your actions on their behalf. Do what you promise – always. When a contact has referred you, let them know how things have progressed. When you meet someone at an event and offer to send them…or put them in touch with… Do it! Exceed their expectations of the relationship from the start.
Make it easy for your contacts to refer you – Create a summary of your specific areas of expertise and a brief biography. Include examples of your representative experience. Email this to your referral sources as a PDF document so they can easily forward it to prospective clients.
Focus on quality, not quantity – When evaluating a possible referral source; ask yourself, “Would I refer this person to one of my clients?” If not, find someone else with whom to build a relationship.
Show them you’re thinking of them – Send copies of articles you think would be of interest to your referral sources – as well as keeping an eye out for their firm in the news – and acknowledging coverage.
Track your success – Keep track of those to whom you send referrals as well as those who send prospective clients to you.
Say “Thank You” – Thank those who refer business to you – a personal hand-written note is most effective; a personal telephone call next best; then an email if it’s that or nothing. A “form” letter is the least favorable.
Support one another – Form a small group within your firm or business community to meet, compare notes on networking activities, brainstorm new ideas and most importantly – to hold one another accountable to meeting one’s relationship building goals.
Effective networking skills will enable you to build, nurture and grow relationships with your contacts and clients. Networking is truly at the core of every lawyer’s success in marketing. Go back and revisit the suggestions from Part I of this series and select a few areas in which you can improve, so that at your next event, you too will be a stellar networker!
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