Networking, Growing Books Of Business. Dare I say it? Sales!

Professional services practitioners ' be they lawyers, doctors, accountants, financial planners, or even insurance agents ' all have one thing in common: They need clients in order to provide their services.

But where do those clients come from? Who knew that passing the bar, for all its years of preparation, dedication and hard work, for many lawyers, would be easier than creating books of business?

And yet, why wouldn't it be? Most attorneys spend years studying torts, contracts, bankruptcy, etc., but how much time studying about building a career? Attracting clients to the firm? Establishing relationships (with the “right” profile client)? Making a name for yourself? Making Partner? Making Partner and being one of the select few in the inner circle ' the ones with a voice in the firm? Exactly; not much!

In some respects, insurance agents and financial planners have it easier; they know going in that networking, establishing relationships, and developing new business is expected ' and requires training. Nonetheless, recognizing that you need training and getting good training are not necessarily one in the same, as many Relationship and Revenue for Return on Investment(tm) (R&RforROI(tm)) grads will attest.

R&RforROI is a program designed for the unique needs of professional services Intrapreneurs. That is, people who represent a firm's brand as employees while being tasked with the entrepreneurial efforts of 'making it happen' and bringing in the business.

The fact of the matter is that professional services practitioners have two brands to build and maintain ' that of the firm they work for and their own Individual Brand (IndiBrand(tm)). Professional services are built through relationships, and the front line of any relationship a client may have with your firm is YOU! Clients are drawn to the firm through your IndiBrand.

The ways in which you cultivate new business and make a name for yourself are varied. Some people have a great knack for networking and golf (handicap aside), some are excellent presenters (engaging and dynamic as well as knowledgeable), some are excellent writers and some are great media material and can build a public relations program for themselves acting as a 'trusted expert' on a particular subject.

Wanted: ROI

Whichever path(s) you choose to walk down to create new business, one thing is clear: There has to be an ROI associated with your efforts ' and sooner than later is preferred. There's a difference between being busy and being brilliant! Building new business starts by building relationships, and that is where R&RforROI begins. Building relationships allows you the opportunity to generate revenue that yields a Return On Investment ' your invested time and training.

So, how do you make sure you are maximizing your time and going to get results?

Networking

Let's begin with networking, as this path is one that you are certain to be walking down. You show up at a networking event. Which one? Why? Is it an event where other lawyers are present and you can all hang out and talk shop? Or, possibly the family law attorney can refer you (a bankruptcy specialist) to a family that is looking at bankruptcy due to a costly and nasty divorce? Or are you networking at a “niche” organization such as BTW ' Big Thinking Women (a group of 50+ successful professionals and legacy builders who fit the “typical” profile of blindsided divorcees at age 48, 52, etc.)? You need to determine which is most effective for you. Not most comfortable ' most effective.

In either case there are two key questions that will aid you immensely in realizing an ROI for your efforts.

1. What is my purpose for attending this particular event?
2. What do I want attendees to walk away with about who I am?

Looking at your purpose for attending this event requires you to have a pre-thought out strategy. You'll want to ask yourself, “Who is my target market, based on my expertise”? And “Is this group the best use of my time”? The other element embedded in this question is, “what is my purpose while at this event”? Is it to sell? Is it to “meet people”?

I suggest that networking does not equal sales ' ever! Further, that “meeting people” is far too generic and allows one to deceive oneself about working hard vs. working smart or the distinction between “being busy and being brilliant.” Brilliant is knowing how to network once you are there.

Networking is a fact-finding session (great for lawyers) with an emotional connection (which is what creates the connection for a relationship to begin). Ask questions but don't interrogate. This is about building rapport.

Questions for 'People'

How do you know what questions to ask? A useful tenet in this regard is: Ask questions about people, not just prospects. What brought them to this event? Are they a member? If so, for how long? What was their purpose for joining? How has that worked out, or is there a new reason(s) for membership they hadn't originally thought of? What is their family life like? How much time do they devote to this organization? Do they have children? Is this a challenge? In general terms, this is the beginning of developing a relationship and listening for the opportunity to see where you can contribute to this person ' maybe business specific, and maybe not.

But let's say you do all this and you don't always get favorable results to your questions. So now what? Now comes your advanced course on building relationships that can lead to revenue and an ROI for your time and effort.

The same set of questions needs to be tailored to address the four specific styles of all people. What if you could, just by observing and listening, identify how each person needs you to pose questions that will help them feel emotionally connected to you? How many more relationships could you create in the same time spent? How much more would you enjoy networking? How much more effective would you be in that room? How might your results increase as a result of connecting with the same group entirely more effectively than you have in the past?

Here's the beginning of what you need to know. The four personality styles care about different things and the same question can be set up to resonate (or repel) the person you're speaking with.

For example, take a look at the table below.

[IMGCAP(1)]

Okay, so you have been observing and listening and mastered asking questions in a style that seems to be the “right fit” to engage this person. Now what? Now, observing the natural law of reciprocity, you need to determine if there is something you can offer them of value based on your conversation – be it a resource, a piece of information or an introduction. You can offer it then and there, unless you have reason to think this is a person you would benefit by spending additional time with. In that case, suggest you have an introduction or some information to share and you will contact them the following day to set up a meeting. Either way, move on!

Networking events are not a place to sell, and not a place to make a new best friend. They are a square dance, if you will, of moving about the room, engaging several people, acting as a host/hostess, introducing people to one another, gathering data and looking to see who is a good fit for you and who you can help along the way!

This is just one method of helping professionals create new business. Three additional areas of focus are speaking, writing and media.

In addition to networking, you could be a speaker at a conference on how to avoid bankruptcy in advance of a divorce that blindsides you. Or you could write an article series for a magazine on the subject or you could make yourself available to the media. How? The next time you see a story on your subject matter on local or cable news, call the producer and let them know you are an expert on the subject and you are available for such stories in the future. “Oh and by the way, will you be doing a follow up to the story I saw”? (Go for the close!) Be prepared for the unexpected ' to be interviewed on the spot. Be prepared to be fluid.

In every one of these instances, networking, speaking, writing or lending media expertise you must be prepared to answer three questions which will address the second key question posed earlier, 'What do I want people to walk away with about who I am'?

1. Who are you?
2. What do you do?
3. Who do you do it for?

These three questions appear to be simple and, in fact, they are straight forward. Unfortunately, most professionals do not know how to present this information in a way that attracts people to them and differentiates them in a meaningful way!

Most people would say something like, “I'm Michele Lando, an expert in branding.” Or they may even go one step further and say, “I'm Michele Lando, an expert in branding and I focus on helping professional services groups.” Most people never really differentiate themselves, or create an opportunity for themselves in the introduction to get to the next step and certainly seldom give the audience a reason to care ' specifically!

Contrast the former examples with the following:

“I'm Michele, with one 'l', Michele Lando, the professional speaker who is passionate on the subject of branding because I know how to make the phones ring, create a demand for you and your services and help you grow your practice! I also own a branding and marketing agency called, Skilset (also with one 'l') that focuses on developing and expanding brands at the corporate, departmental and individual levels through aligning traditional marketing efforts with sales activity as well as conducting workshops and customized training programs.”

The keys to differentiating oneself are:

• Promote what you want: Speaking opportunities in this case. Why? So you can engage the largest group of prospects at one time while giving them valuable insight.
• Distinguish yourself from the pack: You are never “a” … professional speaker, you are always “the” … professional speaker.
• Give them a reason to care: Use the word “because” to bridge the gap between who you are and what you do for whom. If this audience cares about growing their business, they've been given a reason to care. If they do not, they are not the right fit in this instance.
• Tell them how you do it: Let them know the avenues through which they can approach you to start the conversation. In this case, marketing needs, sales needs, at their corporate level (maybe they are looking to create new marketing messages and materials) to a departmental level (maybe they are starting a new vertical category or practice group or the whole group is in need of new business development skills training) or through an individual level (maybe there's an executive that needs to be a more effective leader or an individual who wants to grow their book of business).

As an Intrapreneur, you are representing the firm's brand and expected to bring in business. Bringing in new business requires establishing relationships and, in that, you are actually representing yourself or your own individual brand. You have the ability to leverage the firm's brand but it is really YOU they are buying! And that leads us to a whole other conversation on IndiBrand.

Whether you know it or not, you are as much a brand as an airline or a box of cereal, as a Martha Stewart (or a Johnny Cochran, F. Lee Bailey, Marvin Mitchell or Barry Shapiro) to your circle of influence. The question is: “Are you a brand by design or by default?” Look for our next article on “Creating Demand with YOUR Brand.”

Professional services practitioners ' be they lawyers, doctors, accountants, financial planners, or even insurance agents ' all have one thing in common: They need clients in order to provide their services.

But where do those clients come from? Who knew that passing the bar, for all its years of preparation, dedication and hard work, for many lawyers, would be easier than creating books of business?

And yet, why wouldn't it be? Most attorneys spend years studying torts, contracts, bankruptcy, etc., but how much time studying about building a career? Attracting clients to the firm? Establishing relationships (with the “right” profile client)? Making a name for yourself? Making Partner? Making Partner and being one of the select few in the inner circle ' the ones with a voice in the firm? Exactly; not much!

In some respects, insurance agents and financial planners have it easier; they know going in that networking, establishing relationships, and developing new business is expected ' and requires training. Nonetheless, recognizing that you need training and getting good training are not necessarily one in the same, as many Relationship and Revenue for Return on Investment(tm) (R&RforROI(tm)) grads will attest.

R&RforROI is a program designed for the unique needs of professional services Intrapreneurs. That is, people who represent a firm's brand as employees while being tasked with the entrepreneurial efforts of 'making it happen' and bringing in the business.

The fact of the matter is that professional services practitioners have two brands to build and maintain ' that of the firm they work for and their own Individual Brand (IndiBrand(tm)). Professional services are built through relationships, and the front line of any relationship a client may have with your firm is YOU! Clients are drawn to the firm through your IndiBrand.

The ways in which you cultivate new business and make a name for yourself are varied. Some people have a great knack for networking and golf (handicap aside), some are excellent presenters (engaging and dynamic as well as knowledgeable), some are excellent writers and some are great media material and can build a public relations program for themselves acting as a 'trusted expert' on a particular subject.

Wanted: ROI

Whichever path(s) you choose to walk down to create new business, one thing is clear: There has to be an ROI associated with your efforts ' and sooner than later is preferred. There's a difference between being busy and being brilliant! Building new business starts by building relationships, and that is where R&RforROI begins. Building relationships allows you the opportunity to generate revenue that yields a Return On Investment ' your invested time and training.

So, how do you make sure you are maximizing your time and going to get results?

Networking

Let's begin with networking, as this path is one that you are certain to be walking down. You show up at a networking event. Which one? Why? Is it an event where other lawyers are present and you can all hang out and talk shop? Or, possibly the family law attorney can refer you (a bankruptcy specialist) to a family that is looking at bankruptcy due to a costly and nasty divorce? Or are you networking at a “niche” organization such as BTW ' Big Thinking Women (a group of 50+ successful professionals and legacy builders who fit the “typical” profile of blindsided divorcees at age 48, 52, etc.)? You need to determine which is most effective for you. Not most comfortable ' most effective.

In either case there are two key questions that will aid you immensely in realizing an ROI for your efforts.

1. What is my purpose for attending this particular event?
2. What do I want attendees to walk away with about who I am?

Looking at your purpose for attending this event requires you to have a pre-thought out strategy. You'll want to ask yourself, “Who is my target market, based on my expertise”? And “Is this group the best use of my time”? The other element embedded in this question is, “what is my purpose while at this event”? Is it to sell? Is it to “meet people”?

I suggest that networking does not equal sales ' ever! Further, that “meeting people” is far too generic and allows one to deceive oneself about working hard vs. working smart or the distinction between “being busy and being brilliant.” Brilliant is knowing how to network once you are there.

Networking is a fact-finding session (great for lawyers) with an emotional connection (which is what creates the connection for a relationship to begin). Ask questions but don't interrogate. This is about building rapport.

Questions for 'People'

How do you know what questions to ask? A useful tenet in this regard is: Ask questions about people, not just prospects. What brought them to this event? Are they a member? If so, for how long? What was their purpose for joining? How has that worked out, or is there a new reason(s) for membership they hadn't originally thought of? What is their family life like? How much time do they devote to this organization? Do they have children? Is this a challenge? In general terms, this is the beginning of developing a relationship and listening for the opportunity to see where you can contribute to this person ' maybe business specific, and maybe not.

But let's say you do all this and you don't always get favorable results to your questions. So now what? Now comes your advanced course on building relationships that can lead to revenue and an ROI for your time and effort.

The same set of questions needs to be tailored to address the four specific styles of all people. What if you could, just by observing and listening, identify how each person needs you to pose questions that will help them feel emotionally connected to you? How many more relationships could you create in the same time spent? How much more would you enjoy networking? How much more effective would you be in that room? How might your results increase as a result of connecting with the same group entirely more effectively than you have in the past?

Here's the beginning of what you need to know. The four personality styles care about different things and the same question can be set up to resonate (or repel) the person you're speaking with.

For example, take a look at the table below.

[IMGCAP(1)]

Okay, so you have been observing and listening and mastered asking questions in a style that seems to be the “right fit” to engage this person. Now what? Now, observing the natural law of reciprocity, you need to determine if there is something you can offer them of value based on your conversation – be it a resource, a piece of information or an introduction. You can offer it then and there, unless you have reason to think this is a person you would benefit by spending additional time with. In that case, suggest you have an introduction or some information to share and you will contact them the following day to set up a meeting. Either way, move on!

Networking events are not a place to sell, and not a place to make a new best friend. They are a square dance, if you will, of moving about the room, engaging several people, acting as a host/hostess, introducing people to one another, gathering data and looking to see who is a good fit for you and who you can help along the way!

This is just one method of helping professionals create new business. Three additional areas of focus are speaking, writing and media.

In addition to networking, you could be a speaker at a conference on how to avoid bankruptcy in advance of a divorce that blindsides you. Or you could write an article series for a magazine on the subject or you could make yourself available to the media. How? The next time you see a story on your subject matter on local or cable news, call the producer and let them know you are an expert on the subject and you are available for such stories in the future. “Oh and by the way, will you be doing a follow up to the story I saw”? (Go for the close!) Be prepared for the unexpected ' to be interviewed on the spot. Be prepared to be fluid.

In every one of these instances, networking, speaking, writing or lending media expertise you must be prepared to answer three questions which will address the second key question posed earlier, 'What do I want people to walk away with about who I am'?

1. Who are you?
2. What do you do?
3. Who do you do it for?

These three questions appear to be simple and, in fact, they are straight forward. Unfortunately, most professionals do not know how to present this information in a way that attracts people to them and differentiates them in a meaningful way!

Most people would say something like, “I'm Michele Lando, an expert in branding.” Or they may even go one step further and say, “I'm Michele Lando, an expert in branding and I focus on helping professional services groups.” Most people never really differentiate themselves, or create an opportunity for themselves in the introduction to get to the next step and certainly seldom give the audience a reason to care ' specifically!

Contrast the former examples with the following:

“I'm Michele, with one 'l', Michele Lando, the professional speaker who is passionate on the subject of branding because I know how to make the phones ring, create a demand for you and your services and help you grow your practice! I also own a branding and marketing agency called, Skilset (also with one 'l') that focuses on developing and expanding brands at the corporate, departmental and individual levels through aligning traditional marketing efforts with sales activity as well as conducting workshops and customized training programs.”

The keys to differentiating oneself are:

• Promote what you want: Speaking opportunities in this case. Why? So you can engage the largest group of prospects at one time while giving them valuable insight.
• Distinguish yourself from the pack: You are never “a” … professional speaker, you are always “the” … professional speaker.
• Give them a reason to care: Use the word “because” to bridge the gap between who you are and what you do for whom. If this audience cares about growing their business, they've been given a reason to care. If they do not, they are not the right fit in this instance.
• Tell them how you do it: Let them know the avenues through which they can approach you to start the conversation. In this case, marketing needs, sales needs, at their corporate level (maybe they are looking to create new marketing messages and materials) to a departmental level (maybe they are starting a new vertical category or practice group or the whole group is in need of new business development skills training) or through an individual level (maybe there's an executive that needs to be a more effective leader or an individual who wants to grow their book of business).

As an Intrapreneur, you are representing the firm's brand and expected to bring in business. Bringing in new business requires establishing relationships and, in that, you are actually representing yourself or your own individual brand. You have the ability to leverage the firm's brand but it is really YOU they are buying! And that leads us to a whole other conversation on IndiBrand.

Whether you know it or not, you are as much a brand as an airline or a box of cereal, as a Martha Stewart (or a Johnny Cochran, F. Lee Bailey, Marvin Mitchell or Barry Shapiro) to your circle of influence. The question is: “Are you a brand by design or by default?” Look for our next article on “Creating Demand with YOUR Brand.”