Networking to Build Your Business www.mavenagency.com Strategies for Client Development March 17, 2010
Sep 01, 2014
Networking to Build Your Business
www.mavenagency.com
Strategies for Client DevelopmentMarch 17, 2010
Co-Founder of Maven, a full service, strategic communications agency located in Philadelphia
Big agency experience, entrepreneurial attitude Specialized experience in legal and professional service
communications Public relations Message development Strategic planning Crisis management Corporate and executive branding and media training
Rebecca Devine, PrincipalMaven Communications
Statistically, all of us have a network of at least 200 peopleStatistically, all of us have a network of at least 200 people
Networking
The key is to foster your network into active RELATIONSHIPS
It’s not about selling; it’s about connecting
Who is in your network? Clients Other attorneys
Non-competing firms Attorneys with conflicts Opposing counsel Law school contacts
Colleagues Judges Consultants (accountants, bankers, financial advisors, executive recruiters) Alumni Neighbors Friends and Family
Where are your opportunities? CLE events Bar Association events Fundraisers Charity functions HASP sponsored events
Sponsorship Tickets Coffee shop …and pretty much every public space
Building Your NetworkFocus on Current Clients and Referral Relationships Current Clients are your biggest source of potential new business
3 – 5 times cheaper than obtaining new clients You already know them
Referrals can help grow your business and make you an invaluable resource to others Referrals are the people you know – accountants, friends,
alumni, etc.
Building Your NetworkFocus on Current Clients and Referral Relationships
Remember – most successful relationships are like plants – they need constant tending to grow.
It doesn’t happen overnight!
Networking Basics Preparation
Build your brand first Set goals and expectations Learn about current clients and referral sources
Get involved Use social media tools Follow up Be patient – ongoing persistence and consistency are key. Periodically check in on goals
Preparation Build Your Brand First
Look and act the part First impressions are still
important
Preparation Build Your Brand First
Competence: Describe your knowledge, skills and expertise and experience
Approach: Describe your strengths. Describe your experience. What are you known for at the firm?
Firm Knowledge: Do you know what is going on at HASP? Do you know what other attorneys are working on? Be able to communicate your colleagues strengths and experience.
Remember: Your first priority should be mastering the craft.
Preparation
Create your elevator speech Describe what you do in 30 seconds
or less Use it as a tool to promote
conversation
Preparation Good:
I am an attorney that helps keep people out of prison
I save businesses money I protect small businesses from
being taken advantage of Bad:
I am a lawyer I am a litigator
PreparationSample Elevator Speeches My name is Rebecca Devine. I help corporations , non-
profits and individuals build better relationships to improve bottom line business results. As a principal of Maven, I help clients connect with internal and external audiences via public relations, message development and marketing consulting.
PreparationSample Elevator Speeches – Legal My name is Andy the Ampersand and I help businesses
and business owners address disputes that affect their bottom line. As an attorney at HASP, I help clients find the best solution – whether its to settle a case or take it to trial – so they can sleep at night.
Preparation Set Goals & Expectations
Who do you want to talk to at each event? Who do you know at the event that you can introduce
someone to? What action item do you want to take away from the
encounter?
Preparation Research participants you want to talk to before the
event Who is the host? Who will be attending? What is going on with their business? Who do you want as your client?
Size: Small to medium regional businesses; large, public corporations
Industry: Health care, financial, manufacturing, law
Preparation Don’t forget to bring - AND TAKE - business cards to
each event Pack a pen!
Make notes on cards you receive so you know who they are Enter their information into your database after the
event
Periodically check in with contacts to stay top of mind
Tips for Success: #1 - Get Involved Don’t just join – increase your visibility by getting
involved Bar Association committees Non-profit boards Pro-bono case boards Industry trade groups Alumni association groups
Tips for Success: #2 - Let me tell you a little story about a man named Shhhh
Tips for Success: #3: Listen for Business
Tips for Success: #4 - Know Thy Client Before you meet a client:
Get to know your clients business – what makes them tick? Ask thoughtful questions Demonstrate your knowledge of the industry, the company
No Fishing Offer referrals where you can Provide insight on what you’re hearing about the market Take notes – writing things down demonstrates an active interest
LISTEN, LEARN, REPEAT
Tips for Success: #4 - Know Thy Client Sample Questions:
What are your future goals for the company in the next 12 months?
Tell me a little about some obstacles your company has encountered in the past.
Are there any foreseeable changes you see that may impact the firm?
I’ve been reading a lot about XYZ company issue in the news. How have you been handling this issue internally?
How can HASP help make your job easier?
Tips for Success: #4 - Know Thy Client
Avoid: Dominating the conversation The hard sell Ignoring non-verbal cues
So You’ve Connected…Now What? Follow up after each encounter
Thank you notes - old school yet effective Add each contact to InterAction with notes on where you met
them and relevant details (met at PBA event; likes scotch; may need accountant referral)
Email Connect on LinkedIn or other social media Set a reminder on your calendar to follow up with specific
contacts
So You’ve Connected…Now What? Stay Top Of Mind - Send relevant news and firm updates
REGULARLY that impact their business Use your resources to demonstrate to clients/referrals you are
thinking of them Google Alerts (www.google.com/alerts) Lexis Nexis RSS LinkedIn and Social Media
Keep issues top of mind, proactively contact them when you see relevant news in the marketplace
Personally send relevant thought leadership materials and client alerts
Invite them to HASP hosted client events or HASP sponsored events
Schedule follow up meetings or calls
So You’ve Connected…Now What? Consistently monitor and check in on your relationships Match them up with your goals and assess how they are
working for you
So You’ve Connected…Now What? MAKE THE ASK
Once you’ve established a trusted relationship, you have to take the plunge
Do not feel awkward about asking referral sources, friends and contacts for business in the right way - you are sending them business as well! Ask - How can we help you?
Keep at it Have an entrepreneurial mindset – set goals; know who
your targets are Learn about your clients and referral sources Follow up after each activity Think of ways to keep in touch
News on the client, legislative updates, client alerts Leverage online tools Treat networking like any other legal matter
4-6 hours week
Tips for Success
Discussion/Q&A
Discussion/Q&A Doesn’t this take up too much time? I’m already involved with several associations, but
nothing has happened – what gives? Can’t I just wait for business to come to me? How do I know what to ask for? What about social media?