Practice Building Skills: Networking to Grow Your Practice

'Networking is the process of building and maintaining relationships. Networking isn't sales and sales isn't networking. It's a lifestyle, not a work style. The best networkers don't know that they're networking because for them it is a way of life.' ' Susan RoAne

Unless you already have a well-established book of business, networking is an important business development activity. If you succeed in your networking, it enables you to build a name and it can help you stand out from your competition. If you become a good networker, you will develop a reputation as a center of influence and you will be the beneficiary of many referrals and introductions. If you don't focus on improving your networking skills and networking behavior, it will become a tedious and uncomfortable business development behavior that will lead to failure and frustration in the business development part of your practice.

What Is Networking?

Before we discuss networking skills and tactics, it is important to define networking. Many people only think about networking in terms of a structured Chamber of Commerce or Bar Association Event where people wear nametags and stand around in crowded rooms. Networking occurs any time you are at an event where you are meeting new people. Although Chamber of Commerce events and Bar Association events are one form of networking, we find that networking events and activities come in a variety of shapes and sizes. Networking can take place at: charity functions, board meetings, industry association events, alumni association functions, country club events, weddings, private parties, educational seminars, or a child's school function.

There are several thoughts to keep in mind if you want to be successful at networking. First, networking is an ongoing behavior and a mindset; it is not just an event. Successful networkers are always looking to meet new people and develop new relationships. Professionals who are the most successful at networking look at themselves as a resource. Successful networkers are looking to help other people and supply introductions, they don't just ask for business for themselves and take from the people they meet. Second, spend time thinking about what your prospective client or referral source looks like. If you can't eloquently tell someone what you do and whom you are looking to meet, it is going to be very difficult to receive quality introductions. Third, don't look to sell when you are at a networking event. Nobody wants to be looked at as that 'pushy, obnoxious sales person.' Most attorneys are not going to open new files and bring in new clients at the event. The goal is to start long-term relationships, not to attempt to sell everyone you meet.

Next, remember that networking and introducing yourself to new people is not natural for 95% of the population. You will probably be uncomfortable while networking. The good news is everyone else is uncomfortable too. If you approach other people and ask them about themselves, you will create instant rapport and make the person you are talking with more comfortable. Finally, have fun while you are networking. If you talk to someone and they aren't interested, it is not the end of the world. Try to be curious about everyone and look to develop new relationships.

How to Network

Before you attend a networking event, develop a plan of action. One of the biggest mistakes that professionals make when they network is that they just attend the event without thinking about what they would like to accomplish. If you don't have a plan, how do you know if you are engaged in productive networking activities? The first thing you should do before attending an event is set a goal for what you would like to accomplish. Who do you want to meet? How many new contacts do you want to make? Can you make connections for other people at the event? Next, make sure that you are prepared when you enter the event. Do you have plenty of business cards? A pen? If you meet someone with whom you would like to follow up, do you have your PDA to schedule a meeting? Are you dressed appropriately for the event? How is your breath? Next, make an attempt to find out who will be at the event. Is there a pre-registration list that you can look at? Is there anyone who you would like to schedule to meet at the event? Finally, get to the event early. Many times there are name badges or a registration list at the door. Take your time at the registration desk and take note of the names of others who will be attending. Is there anyone you need to meet before the event is over? If you are new to a group, tell the people at the registration desk that it is your first event. Often, they will take the time to introduce you to Board Members and other active people within the organization.

When you are at the event, make sure that you make a good impression. Dress appropriately, look people in the eyes, have a firm handshake, and give people their personal space. Prepare an engaging 30-second commercial. When someone asks you about yourself, what are you going to say? How will you differentiate yourself from the other attorneys in the room? Be sure to ask questions and listen to what other people have to say. Typically when networking, you know that you are doing a good job when the other person is talking and you are listening.

There are many skills that can be developed to make you more effective at networking. Some of the most important skills include: developing a thirty second commercial that will make an impact, breaking into a conversation with a group of people, getting out of a conversation that is going nowhere, qualifying the people with whom you are speaking. It is also important to be aware of some of the biggest networking mistakes. Some of the behaviors that you want to avoid while networking are: talking only to the people who you came to the event with, spending too much time talking to one person, spending too much time at the bar, or drinking to access. If you are uncomfortable with some of these skills, you may want to seek out a business development coach who can teach you to maximize your effective while in networking situations.

After the Event

When the event is over, make sure to take notes on the back of each person's business card. It can be very difficult to remember all of your conversations the next day. Note conversation points, physical descriptions, or any reminders so that when you are looking at the card the day after the event, you know who you talked to about what.

It is important that you are diligent about follow up after you network. Studies show that the most effective follow up is done one to two business days following an event. Make a habit of scheduling follow up time into your calendar for the day following a networking event. If you wait too long to follow up, the rapport that was created at the meeting will fade and you will be less effective with your follow up. Finally, track the results of your networking. Which events have led you to good contacts? Where should you concentrate your time? The more diligent you track the results of your networking, the better success you will have.

Chuck Polin and Evan Polin are Partners at The Training Resource Group (www.trainingresourcegroup.com). They provide professional coaching and training to law firms and attorneys (both associates and partners) who are looking to build their practice. Chuck and Evan can be reached at 215-320-4650.

'Networking is the process of building and maintaining relationships. Networking isn't sales and sales isn't networking. It's a lifestyle, not a work style. The best networkers don't know that they're networking because for them it is a way of life.' ' Susan RoAne

Unless you already have a well-established book of business, networking is an important business development activity. If you succeed in your networking, it enables you to build a name and it can help you stand out from your competition. If you become a good networker, you will develop a reputation as a center of influence and you will be the beneficiary of many referrals and introductions. If you don't focus on improving your networking skills and networking behavior, it will become a tedious and uncomfortable business development behavior that will lead to failure and frustration in the business development part of your practice.

What Is Networking?

Before we discuss networking skills and tactics, it is important to define networking. Many people only think about networking in terms of a structured Chamber of Commerce or Bar Association Event where people wear nametags and stand around in crowded rooms. Networking occurs any time you are at an event where you are meeting new people. Although Chamber of Commerce events and Bar Association events are one form of networking, we find that networking events and activities come in a variety of shapes and sizes. Networking can take place at: charity functions, board meetings, industry association events, alumni association functions, country club events, weddings, private parties, educational seminars, or a child's school function.

There are several thoughts to keep in mind if you want to be successful at networking. First, networking is an ongoing behavior and a mindset; it is not just an event. Successful networkers are always looking to meet new people and develop new relationships. Professionals who are the most successful at networking look at themselves as a resource. Successful networkers are looking to help other people and supply introductions, they don't just ask for business for themselves and take from the people they meet. Second, spend time thinking about what your prospective client or referral source looks like. If you can't eloquently tell someone what you do and whom you are looking to meet, it is going to be very difficult to receive quality introductions. Third, don't look to sell when you are at a networking event. Nobody wants to be looked at as that 'pushy, obnoxious sales person.' Most attorneys are not going to open new files and bring in new clients at the event. The goal is to start long-term relationships, not to attempt to sell everyone you meet.

Next, remember that networking and introducing yourself to new people is not natural for 95% of the population. You will probably be uncomfortable while networking. The good news is everyone else is uncomfortable too. If you approach other people and ask them about themselves, you will create instant rapport and make the person you are talking with more comfortable. Finally, have fun while you are networking. If you talk to someone and they aren't interested, it is not the end of the world. Try to be curious about everyone and look to develop new relationships.

How to Network

Before you attend a networking event, develop a plan of action. One of the biggest mistakes that professionals make when they network is that they just attend the event without thinking about what they would like to accomplish. If you don't have a plan, how do you know if you are engaged in productive networking activities? The first thing you should do before attending an event is set a goal for what you would like to accomplish. Who do you want to meet? How many new contacts do you want to make? Can you make connections for other people at the event? Next, make sure that you are prepared when you enter the event. Do you have plenty of business cards? A pen? If you meet someone with whom you would like to follow up, do you have your PDA to schedule a meeting? Are you dressed appropriately for the event? How is your breath? Next, make an attempt to find out who will be at the event. Is there a pre-registration list that you can look at? Is there anyone who you would like to schedule to meet at the event? Finally, get to the event early. Many times there are name badges or a registration list at the door. Take your time at the registration desk and take note of the names of others who will be attending. Is there anyone you need to meet before the event is over? If you are new to a group, tell the people at the registration desk that it is your first event. Often, they will take the time to introduce you to Board Members and other active people within the organization.

When you are at the event, make sure that you make a good impression. Dress appropriately, look people in the eyes, have a firm handshake, and give people their personal space. Prepare an engaging 30-second commercial. When someone asks you about yourself, what are you going to say? How will you differentiate yourself from the other attorneys in the room? Be sure to ask questions and listen to what other people have to say. Typically when networking, you know that you are doing a good job when the other person is talking and you are listening.

There are many skills that can be developed to make you more effective at networking. Some of the most important skills include: developing a thirty second commercial that will make an impact, breaking into a conversation with a group of people, getting out of a conversation that is going nowhere, qualifying the people with whom you are speaking. It is also important to be aware of some of the biggest networking mistakes. Some of the behaviors that you want to avoid while networking are: talking only to the people who you came to the event with, spending too much time talking to one person, spending too much time at the bar, or drinking to access. If you are uncomfortable with some of these skills, you may want to seek out a business development coach who can teach you to maximize your effective while in networking situations.

After the Event

When the event is over, make sure to take notes on the back of each person's business card. It can be very difficult to remember all of your conversations the next day. Note conversation points, physical descriptions, or any reminders so that when you are looking at the card the day after the event, you know who you talked to about what.

It is important that you are diligent about follow up after you network. Studies show that the most effective follow up is done one to two business days following an event. Make a habit of scheduling follow up time into your calendar for the day following a networking event. If you wait too long to follow up, the rapport that was created at the meeting will fade and you will be less effective with your follow up. Finally, track the results of your networking. Which events have led you to good contacts? Where should you concentrate your time? The more diligent you track the results of your networking, the better success you will have.

Chuck Polin and Evan Polin are Partners at The Training Resource Group (www.trainingresourcegroup.com). They provide professional coaching and training to law firms and attorneys (both associates and partners) who are looking to build their practice. Chuck and Evan can be reached at 215-320-4650.