Are you a networker supreme or a professional visitor?

Like most lawyers I get a lot of my work through referrals, so it makes sense to build networking into my marketing strategy because it is a good source of lead generation, which is especially true if you are good at it. Even if you enjoy networking, let’s be honest, not one person attending these events is there for a day out and to meet new friends. Each and every one of us is there to personally gain from the experience.

Potential or existing clients are there to gain useful knowledge and no doubt tap us for some advice on non-billable time. Industry professionals are there to increase their knowledge, fulfil their CPD requirements or make contact with someone who can help their individual career or their organisation. And you should be there to meet new people who can help you in your everyday work, encourage business referrals and hopefully pick up some new leads.

Unfortunately, and for some reason that escapes me, lawyers are usually not trained in the art of legal networking events. Many of us are shy when it comes to breaking into a group which is already deep in conversation and we are frankly much happier tucked behind our desk, ploughing our way through a pile of casework. This however, is not possible if you have personal billing targets in place, a practice which has become increasingly common with the onset of recent economic challenges.

The good news is that the more you engage in networking, the easier it gets and the more successful you will be. Set yourself some targets in relation to the events themselves, such as the number of potential clients you speak with and the number of follow ups you make after the event.

My favourite networker is Will Kintish whose networking powers are legendary. If you need to hone your networking skills so that you don’t just become a ‘professional visitor’, then click over to Will’s website. http://www.kintish.co.uk/ and pick up some tips from the master.

Posted: 11th April 2011

Tags: Lead Generation, Networking, Referrals

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