If you wrestle with making progress when it comes to business development, chances are one of the issues is an anemic or nonexistent professional network.
The reason for the difficulty is not that you were not born a rainmaker. There’s no secret handshake. You don’t have to be naturally gifted at working a room or making small talk.
You do have to consistently, and with some rhyme and reason, invest in building and nurturing a viable network.
This is not about attending every event that comes along, handing out business cards and brochures. It is about establishing connections — with centers of influence, referral sources, and the seats of decision. It is about strategic relationships that introduce, inform and educate.
Networking is not about partying. . Nor is it about schmoozing your way onto a preferred provider list.
The art of networking is what it takes to establish and nurture a productive link to your market; it is what eventually creates a pipeline of future engagements. A vibrant network minimizes those painful lulls that occur when you have no idea where the next piece of work will come from.
A killer network markets for you even when you believe you’re too busy to think about marketing.
This is not to suggest it is easy. It requires tenacity, and doesn’t happen over night. But work on your network, and anyone can develop a robust book of business.
The Hard Part
Building a community — that’s the way to think about your network — is a proactive exercise. And for many, the most difficult part is resisting distraction, and focusing time and energy in the right place. This isn’t about creating a cloud of dust with activities.
Events, speaking, writing and social media can all be tools. And they can be unproductive distractions that drive one to despise the idea of networking.
The key is focus. And actions aligned with strategic targets.
Effective networking is about establishing and nurturing connection with individuals and groups that will refer, recommend, provide counsel or actually hire you. An aligned investment of time and resources requires some up front decisions about who you should be networking with. The adage go fish where the fish are applies.
If You’re Just Getting Started
Finally, if you’re just now beginning your practice development, here’s some of the best advice you’ll ever receive. It comes via a colleague and long time consultant to law firms — Ann Lee Gibson — and was shared during a Legal Marketers discussion on Facebook.
Maintaining the relationships you already have is key to lifelong networking. {The} biggest, best thing {you} can do is come up with an actual plan to stay in touch with friends who have gone on to work for companies that {you / your firm} may work for one day. It means scheduling on a calendar…”
Great advice.
If you struggle with business development, and — for whatever reason — can only get one thing accomplished in that area this week, make it strategic work on a network. You’ll reap the rewards as long as you practice.