<b><i>Sales Speak:</i></b> Grip, Grin ' And Grow

Networking

Networking is an overused word and a frequently misunderstood activity. But it is an integral part of business development with proven effectiveness. Yet networking remains something that many lawyers do not enjoy, try to avoid, and which takes them out of their comfort zone.

Some believe that only extroverts enjoy networking and can be successful at it. These are the same attorneys who dismiss networking as nothing more than “grip and grin,” and believe that the best part of an event is when it is over.

Much of this skepticism and discomfort is based on a lack of understanding of the process. This article outlines what networking really is, how to maximize networking opportunities, and how to overcome the personal demons which get in our way so that you can turn “grip and grin” into growth for your firm.

Setting Realistic Goals and Expectations

Writing in Inc. magazine, author Lou Dubois defines a network as “a group of people who exchange information, contacts, and experience for professional or social purposes,” and networking as “making connections and maintaining relationships.” Well, that seems simple enough.

Where things go wrong is when we put pressure on ourselves to return from every luncheon, cocktail party or trade association meeting with a pocketful of new clients. We end up pressing too hard and driving away the very people to whom we want to get closer.

My advice is to approach every networking event as an opportunity to connect with other participants on a human level. We all enjoy doing business with people we like. So, instead of a hard sell, go in with the goal of meeting and having a conversation with one new person. Get to know him or her as a friend rather than a potential client. You'll find that there will still be plenty of time to touch base with others, including people already in your network.

Overcoming Obstacles

First, let's clear away the dead wood that can clutter up your mind and create barriers to fully entering the networking universe. The most onerous obstacle is the mistaken belief that any time spent on non-billable hours is wasted time. “How can I justify a two-hour breakfast meeting when I should be writing briefs?”

In most firms, compensation is no longer tied exclusively to billable hours. You must also show a contribution to the growth of your firm through business development and marketing. Some legal marketing experts recommend that a partner in a mid-size to large law firm should dedicate a minimum of 200 hours per year to marketing.

Many attorneys have an aversion to “selling” their services or their firm. But networking is not selling. It is low-key relationship-building that can actually help you avoid the need to sell.

Finally, you may not feel you are a “people person,” and are uncomfortable in a face-to-face social interaction. In most cases, that can be overcome with a little preparation and planning, two activities at which lawyers are generally very proficient.

Before You Go

Rushing out of the office to dash over to a late afternoon networking event is a sure way to arrive flustered and ill-suited to being charming and attentive. Treat every networking opportunity like a meeting with an important client, with preparation and research done in advance.

Start by finding out all you can about the nature of the event. Will everyone in attendance be members of the same industry? Or will it be a “mixer” that crosses all trades? Will there be a speaker with time later to network? Or, can you start making connections right away? The more you know going in, the better prepared you'll be to have an intelligent and relevant conversation.

Know the dress code, then dress one level above. Even if the networking event is taking place poolside at a resort, you want to look the part of a professional, not the hired help. When you look good, you feel good and behave accordingly. Don't forget to take an ample supply of business cards and put them in an easily accessible place.

Poll your partners and associates to see if any of them will also be attending, and coordinate your approach. Decide whether you will remain together during the event, or split up to reach out to more people. If you have a client or other business contact who might be attending, reach out in advance with a phone call or e-mail to “schedule” a meet up.

Finally, don't bother to practice what is euphemistically called an “elevator pitch.” You should already have a comfortable handle on what your firm does and the practice areas on which you focus. When asked, “What do you do?” couch your response in terms to which the other person can relate. (“Well Nancy, we help distribution companies like yours to avoid import duty problems.”)

At the Event

For many people, the most challenging part of making contact is beginning and sustaining a conversation. But if you prepare well and have a positive attitude, you will be able to make meaningful contact with people at an event. Remember, everybody else is there to meet people like you. If you take the initiative, you'll find that you can direct a conversation to help gain information and build rapport.

Here's a quick seven-step process to making a good impression.

1. Be the first to make contact. Take the plunge and say hello. Make eye contact. Introduce yourself. Be confident and friendly. Be sure to listen carefully to the person's name and repeat it early in the conversation (a trick to help you remember the name). For example: “Good morning! I'm John Doe from XYZ law firm. What brings you to the meeting this morning?”
2. Ask easy questions first. Keep the initial conversation, well ' conversational. You don't have to launch right into a heavy, business-oriented speech. Make contact on a human level by making a personal observation (“That's a great suit. Who is your tailor?”) If you know the individual, ask about family or a hobby. Or, ask for an update on their life since you saw them last.
3. Keep it interesting. Once you've started a conversation, how do you keep it from dying out? Focus on really listening to the other person, not on making a good impression. They'll give you clues as to what interests them and what they want to talk about. Listen for key words or repeated topics.
4. Be sure you are up on current events and the news (including sports, movies, theater, music). In fact, make sure you've read the morning paper before attending a business event ' headlines can make good icebreakers. For example: “I read something interesting in the Journal this morning ' “
5. Keep the conversation simple ' avoid technical talk that seems like you are trying too hard to impress. Don't get trapped into “negative speak” ' stay away from controversial or heavy topics or gossip. Don't be afraid of small talk or light topics. They are part of bond building on a personal level. For example: “I heard the Cape had its best tourist season ever this year ' ” or, “ What do you think about the latest bank merger?”
6. Watch your body language. The way you stand, where you look, where you put your hands ' all contribute to the success of a conversation. DO: Smile, make eye contact frequently, extend your hand for a handshake (men and women), lean slightly toward the other person, nod often in agreement. DON'T: Cross your arms, frown too often, stare at the other person, put your hands near or over your mouth, keep both hands in your pockets (one hand is OK), look around for someone else while talking or listening.
7. Coming to a close. One of the most challenging aspects of any conversation is the end. It can be awkward and leave a bad impression, or pleasant, leaving a good memory. The worst is when you simply can't get away! End your conversation on a positive note. Recap something the other person said that impressed you, or something they felt particularly strongly about. Say the other person's name and excuse yourself, but not too abruptly. For example: “Phil, I'm going to excuse myself and grab another cup of coffee. I hope that new business presentation you told me about goes well for you. Would it be OK if I called you next week to set up a lunch meeting?”

After the Event

Don't let months go by with a business card sitting on your desk, waiting for the “right time” to reconnect with a new contact. Send an e-mail no later than the next morning, including your contact information, a few words about how happy you were to make their acquaintance, and a heads up that you'll be sending them a LinkedIn connection request (which should be personalized, not the standard default request). Better yet, send a handwritten notecard. That is sure to leave a positive and lasting impression.

Enter your new contact's name into your personal contact list and your firm's CRM database system within 24 hours. Any longer and you'll forget all about it.

Your new contact is now part of your network. Be sure he or she is included in newsletters, notices, event invitations and other communications from the firm. More importantly, keep the connection you have made alive by actively communicating through personal marketing channels such as Linked- In, e-mail and future face-to-face opportunities. Because networking never ends.

Peter Johnson, M.Ed., J.D., is founder and principal of Law Practice Consultants, LLC, which offers consulting, coaching and training services for law firms. Visit www.lawpracticeconsultants.com.