Chair of Stevens & Lee’s Energy, Communications and Public Utility Group and creator of The Connection College.
Lawyers with large books of business are considered law firm royalty. In this economy, many skilled lawyers find themselves worried about job security because while developing the skills to become a great lawyer, they had little time to focus on generating their own books of business. Developing solid legal skills and cranking out billable hours was a priority. Then one day, the shift happened. Some lawyers find they have outgrown the hall pass that excused them for not having clients. The vulnerability and the pressure are real.
I was in-house counsel for over 19 years prior to joining Stevens & Lee, where I currently chair the Energy, Public Utilities and Communications group. As someone who previously hired outside counsel, my in-house counsel experience has served me well when it comes to business development and connecting with potential clients. So how do you transition to rainmaker, especially when networking is not your thing?
I have good news: Networking is not required to be a rainmaker. In fact, networking might hinder your results. Here is why: No one wants to feel “worked.” Stop trying to “work” a room, because most opportunities to get business occur outside of the dreaded cocktail reception.
The better approach to business development is to stop networking and instead, just show up and be yourself. Start making authentic connections with people without expecting anything in return. When at a party, instead of trying to collect 30 business cards, have three meaningful conversations. Don’t just find out what people do; learn how they do it and what currently causes them anxiety. This information gives you the opportunity to be helpful now or in the future. This type of conversation creates a more meaningful connection, increasing the odds of people remembering you when you reach out to them later.
If you are a senior associate or junior partner in a firm, you most likely have great legal skills. But so does everyone else. What sets you apart is you. That’s the good news and the bad news. Do you like yourself both at 6 a.m. and 6 p.m.? What about after 12 hours of document review? If you don’t like you, why should a client? These are tough questions, but the answers directly impact your ability to make meaningful connections that lead to clients. People should want to be around you and want to take your calls. Lawyers with a history of death row acquittals may not need to be likeable, but the rest of us are fungible. So how do you stand out? It’s not by networking.
When you first meet someone, your focus should be on providing value — for free. What does this person need? Is there anyone you know who can help them? Connect someone you just met to someone you already know and that connection creates mutual value. Although you are left out of the transaction, that’s OK. Your purpose was to add value.
In summary:
- Be happy with yourself. Like the person you are. Be the kind of lawyer you want to spend time with in the trenches.
- Stop focusing on networking.
- When you meet people, ask questions. Learn what they do, how they do it and what their pain points are.
- Provide value.
- Repeat steps 1-4.
Be passionate about helping others reach their goals. In time, you will become valuable, and people will think of you when they need assistance. This is an organic and authentic way to build a client base and book of business.
The information provided here is not legal advice and does not purport to be a substitute for advice of counsel on any specific matter. For legal advice, you should consult with an attorney concerning your specific situation.
