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Networking: Be Like the Red Sox

Posted in Marketing Tips, Prospecting for Clients

Lawyers know about networking, but most, except the real Rainmakers, don’t like it. It isn’t exactly like having a root canal to them, but they would rather be practicing law.  Nonetheless, the majority do recognize the need for it.

Roy Ginsburg has a post on Attorney at Work that talks about how networking is a numbers game and compares the undertaking to baseball.  His analogy to baseball is of course timely, as my beloved Red Sox just won the World Series (yes, I’m a real fan, who suffered all those many years growing up in the area).

Although Ginsburg is primarily focusing on networking for prospects, I prefer to concentrate on clients and referral sources, since they are the reason for 80-90% of legal work for lawyers (although the purpose is prospecting as well).  I like his four points:

  • Keep swinging.  Even with clients and referral sources, getting them to agree to a lunch or coffee sometimes is not easy, as they are busy people too.  I tell lawyers I coach to not give up easily.  Don’t take it personally, when they don’t immediately return your call or email about taking time out of their day.  Marketing is also a game of percentages;
  • Don’t get bogged down or in a slump. Eventually, you need to refocus your efforts, but not without giving it a major league effort (sorry, couldn’t resist).  I encourage the development of a quarterly contact list, and then reaching out in some manner (quick email, telephone call, and yes, even lunch) to each person on the list at least quarterly;
  • Network trade groups. Get actively involved in trade groups where your ideal clients hang out. That can be a certain bar association committee, if those lawyers are an important source of your referrals.  Like in baseball, it’s a game of contact….contact and more contact; and
  • Hang in there and be persistent.  No one said it would be easy.  From high school ball to the major leagues is not a walk in the park (I know, I need to stop this, but the analogy is valid).  It is hard work and takes time to become a legal major league player (rainmaker).

Hell, it took the Boston Red Sox 86 years to win another World Series.  And their hard work has paid off again!  Yours will too.