Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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Networking... to some just the mention of this word makes them tense up and break out into a cold sweat. Others? Well they make sure they have business cards. I have to admit that I have never been the latter... until I shifted my thinking.

I stopped thinking about networking and started thinking about... building relationships with no other agenda than to get to know THEM. Not... can this guy give me business or can this lady introduce me to more important decision makers? That's easier said than, done, I know because we are taught that in order to get business we have to NETWORK... so what do we do? We work our way through the room handing out cards and looking over each persons shoulder for our next prospect. Sound familiar? If you haven't done it you know someone who has.

So what's the alternative? Go to events with the intention to meet 1 or 2 people... and get to know something about them. Find a connection, something that will create another encounter - an email, a phone call or a lunch. You never know where a relationship could lead. Then you must follow-up... period. That won't be so difficult since you are only going back to your office with 1 or 2 cards... not a handful that will sit on your desk that you never follow-up with. 

Next I stopped attending 1 or 2 events a year of MANY organizations and started being a regular attendee to only 2 organizations... I went every month. My circle of new friends started to expand and people introduced me to others. Repetition... Repetition... Repetition! It works.

Build relationships by listening and getting to really know people. Shoving business cards into people's hands will never work no matter how often you do it. YOUR card will be the one sitting on someone's desk gathering dust.

Black Pearl: For those who need a little help thinking of questions that start conversations my colleague Cordell Parvin has a fabulous list of 19 questions that are sure to get you started.

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Frustrated with Bar Association networking? Forget the Bar Associations...look for networking opportunities in your daily life will make you happier, calmer and more productive in marketing and business development.

This week we asked: Are you looking for networking opportunities in your everyday life?

1. Yes - 29%

2. No - 26%

3. Sometimes - 45%

My Thoughts: Good for the 29% of your who said you DO in fact look for opportunities in your everyday life! For the rest of you... stop and look around.

Trying to fit industry events into an already crowded schedule will only frustrate you and make you less productive. You’ll go into the event rushed, annoyed, and wanting to be somewhere else...not the vibe you want to give off to potential clients and referral sources.

So stop forcing them upon yourself. If your schedule is that packed, stop and take inventory of where you’ll be. A school event for your children? Perfect place to let other parents and school faculty know what you do by volunteering your time and knowledge. Committed to your church or temple? Offer your legal services pro bono. Play a sport? Let your teammates know what you do all day long and you can be sure they’ll be the first to send you business. Networking doesn’t have to be WORK, make it fit into your life and reap the rewards...without sacrificing your schedule.

Another good (and similar) piece of advice comes from my good friend Yery Marrero of Marrero Bozorgi:

“Periodically take inventory of your network and make sure it’s not one-note. Include everyone—from small businesses to CEOs—and remember to look for contacts everywhere. It will foster diversity, widen your reach and open up a whole new world of potential clients.”

Black Pearl: Need a boost? Try “How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships,” by Leil Lowndes. It’s filled with great tips for breaking the ice and starting conversation!

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As you start (or continue) your journey into legal marketing, one of the most important tools you can have in your pocket is the "elevator speech." Named because it should take between 30-60 seconds (or the length of a short elevator ride), it's built on the idea of being prepared should, by chance, your dream prospect step into an elevator with you. People have little time to figure out just what you do and, more importantly, why you're good at it, so a great elevator speech is the best way to make a powerful first impression.

Question of the week: Do you have an elevator speech?