3 minute read
Correct and incorrect networking
HOW NETWORKING DONE INCORRECTLYCANDAMAGE
YOUR FIRM
Many newly qualified solicitors (even more experienced ones) that I speak to tell me that they don’t like networking. Why is that?
Some of the reasons include: • It takes too much time out of the office which affects my chargeable billing time. • I’m uncomfortable doing a 45 to 60 second
“pitch” about who I’m trying to attract as a client. • I wasn’t trained in sales – I was trained to provide legal advice. • I don’t really understand how to network properly.
That used to be me.
Do any of those points resonate with you?
This is a common problem. If you are not trained how to network properly, or understand the art of networking, the impact can seriously damage opportunities to build a following, limiting your ability to maximise fee income and your firm’s profitability.
What is the solution to overcome this problem?
There is no magic answer. However, here are some suggestions that you might find useful.
1. Networking is a SOCIAL event
fellow professionals – to understand what they do, what challenges they may have, and whether you can genuinely help. That is where you deliver value.
1. Avoid a 'me first' attitude.
At an event, I observed a solicitor who looked extremely confident. He immediately introduced himself to the group and handed out his business card. The recipient rejected the solicitor’s approach and rebuked him stating “I didn’t ask for your business card!” Ouch!
The learning point is that there is an etiquette when it comes to networking. Asking for business straight away without developing any rapport or listening is an instant turn off.
2. Be your natural self
Unless invited to do so, it’s advisable not to talk “shop” too soon. Focus on small talk first to build synergy. Try to establish commonality by asking non-related work questions. This is a good start. Avoid potentially contentious topics such as politics or religion.
3. Change your mind set
Although we went to law school, we are salespeople. We trade our time/legal services for money. Remember, that before someone instructs you, they need to see the value of what you offer and how you are going to improve their situation.
4. Preparation
Just like legal submissions in a case, think about who you want to meet and why your services would be ideal for that prospect. What’s your message? Are you able to provide examples of how you previously assisted a client with a similar issue to provide context to your services?
5. Education
If you are the Head of Department or Team Leader, think about educating your team (who effectively are the firm’s sales force). Obtain their buy in. Remind them why business development is essential for career development, and the dos and don’ts of networking.
It’s unfair to assume that everyone is adept in networking – after all many of us did not have this training. It’s not about how many business cards you can dispense (in the hope of being instructed). It’s more about what YOU can do for the other person or their community to develop fertile connections.
In summary, the pandemic battered many businesses. All the more reason than ever why networking should be embraced as a friend to maximise fee income opportunities.
Do it well and it could make all the difference between staying in the same position or enhanced career progression.
I welcome your views or comments.
