Originally published on January 26, 2010 in our free SmallLaw newsletter.
Just the word "networking" strikes fear in the heart of otherwise amazing lawyers. For some reason the idea of talking to people we don't know causes our stomachs to turn, and find an excuse that precludes us from attending the networking event. Fortunately, it's possible to meet potential referral sources, without going to a networking event. Think CLE.It's so much easier to meet people when it doesn't feel like the whole point of an event is to meet people. Many of us in the small firm world obtain referrals from fellow lawyers. Most lawyers constantly field requests from friends, family and clients for a referral to appropriate counsel. The more lawyers you know, the more calls you'll receive.
Continuing legal education events offer an excellent way to meet other lawyers. Most of us don't think of these programs as networking opportunities. Mostly we think of them as a dreaded requirement. However, you'll grow to love continuing education courses if you make them a source of new clients using the 10 tips below.
- Pick education programs that present opportunities to meet referral sources. Think through who will attend the program. Your competitors? If so, don't go unless you're going to pick up business from their conflicts of interest. Lawyers with high volume practices (i.e. residential real estate, traffic ticket attorneys, etc.) who can make plenty of referrals? Make sure you target your efforts carefully.
- Make it your goal to meet as many people as possible. Sit down in the middle of a crowd. Introduce yourself to everyone nearby. Ask them questions and learn about their practices.
- Bring a pile of your business cards and be prepared to collect cards from everyone else.
- Prepare your elevator pitch and deliver it at every opportunity. You can assume people will ask what kind of law you practice. Have a good, memorable answer. Make sure it includes your practice area, geographic area, etc. Practice it in advance.
- Get to know the speakers if it's a live presentation (I suggest you only attend live presentations). It's easier to connect with the speakers if you sit in the front. You can ask questions and you can pop up and meet them when they finish. The speakers are usually movers and shakers and are well worth getting to know.
- Meet the course planners. Like the speakers, they are usually well-connected leaders. You want to meet them and have them remember you. Connect with them, give them your elevator pitch, and hand them a card. Maybe they'd like to have you speak at an upcoming session.
- If lunch is provided, don't sit with your friends. Meet some new people over lunch and get to know them. If lunch isn't provided, invite someone you meet to go with you to lunch. Even better, organize a group to go out.
- Spend as much time as you can manage out in the hall chatting with people. Don't worry about missing parts of the program (if this strategy works for you, you're going to get far more credits than you need).
- If you attend a two-day program, arrange to have dinner with a group. Don't eat alone. Be the organizer. Make it happen even if it means making an announcement and inviting everyone. If you cast yourself into a leadership role, others will view you as a leader.
- Follow up. Take the cards you've collected and follow up with each person. Send a note, arrange a lunch, or plan a coffee. The follow-up is the key. You will not get referrals from these people if you don't follow up. Follow-up is a mandatory part of this marketing plan.
Written by Lee Rosen of Divorce Discourse.
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