AttorneyMentoring_BuildPractice

Networking 101

Networking is an essential part of building a law practice and/or finding new employment opportunities, including
expanding the amount of business conducted with existing clients and attracting new clients. Studies have indicated that
effective networking can be much more effective by a double digit multiple over, and certainly less expensive than,
advertising and other client acquisition tools. Networking can also be mutually beneficial to both parties and should not be
viewed as a one-sided affair. In fact, the most effective and long-lasting networking results when both parties make useful
introductions/information/opportunities for each other.

For those lawyers who feel shy, consider networking as merely an opportunity to meet more people. Networking does not
have to be a formal affair but can be initiated by a commitment to attend a few more personal and professional functions
per quarter. Lawyers seem to be all over the scale on networking, from spending all their time attending functions, to being
too busy to attend any functions at all. You would be surprised at the various ways that you can source new clients. Some
of your best clients will not necessarily come from your marketing activities but could come from your personal networking
activities. How often have we heard lawyers source some of their best engagements through connections made at their
children's school functions or sports events.

Here are a few simple steps to help you get started.

Make a commitment to attend a few more functions per month, quarter or year. Try and vary the functions
between your personal life and your professional life. The most successful rainmakers make little distinction
between their personal and professional lives, constantly merging their personal and professional entertainment.
That may be too much for you but consider every opportunity as an opportunity to tell someone what you do for a
living.

ome examples

Join the Law Practice Management section of your Bar Association to get helpful ideas and

resources. Also join the Specialty Section of your Bar Association and participate in their promotional activities.

Attend trade shows and similar client-targeting events.

Beyond professional organizations, become a member of

organizations that promote your personal interests as well as your professional interests, including parent groups,

clubs, sports organizations, civic organizations, no

n-profits

, etc. Choose one or two that really appeal to you

personally and become active

in the organization

All these activities foster close relations with other

professionals and potential clients, increasing your referral pool as well as your overall visibility.

Create a simple and interesting way to describe in lay person terms what you do so that non-professionals and
professionals alike will remember your expertise in case they are asked for a referral in the future. Always carry
your business cards with you.

If you are attending a formal networking function, be ready to tell a short and interesting story about your practice
and expertise, be clear about what you are looking for from the networking contact and offer useful
contacts/information/leads in exchange, get the contact information of the networking contact, and follow up with
them via email or telephone. Write down personal details of the contact on the back of the business card so that
your next contact can be more personal. Practice telling your story to friends, colleagues and family members to
make sure that it is easy for someone to connect you to the right leads/opportunities. If the contact does not know of
any leads, perhaps they can educate on their industry or business trends that could be useful. Be respectful and try
and be engaging. Avoid being pushy or too demanding. Follow up with a courtesy note of gratitude.

Make sure that you run an internet search on your name to see what pops up first, in case someone checks up on
you.

Keep track of your network and write personal short notes at holidays and similar opportunities.

Keep in mind that networking is an investment that may take time to generate leads. The larger your network, the
more opportunity to increase your potential client base.