Dec. 2, 2015 – Work the room. Shake a lot of hands. Own the conversation. Hustle. Attack!
Much of the discussion that surrounds networking seems like the sole province of an extreme extrovert.
Given the importance of in-person marketing for any business, what’s an introvert (or even a moderately restrained attorney) to do?
Jeff Glazer, an assistant clinical professor at the University of Wisconsin Law School and self-described introvert, has good news for those yearning for a different approach.
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“The number one mistake people make when networking is doing something that doesn’t fit their personality, that’s not them.”
Speaking from experience, Glazer says, “It’s a mistake for me to rely on walking into a room and shaking everyone’s hand to get work. That’s just not how the work is going to come to me because I’m not good at doing it. I’m going to sit in that room with a drink in my hand and not talk to anybody because I’m not comfortable doing that.”
“I am really bad at that one kind of networking, and it just so happens that everybody thinks that’s what networking means,” says Glazer. “But networking can mean so much more than that.”
The irony is not lost on Glazer.
“The reason why I’m actually pretty passionate about this is because I am really bad at that one kind of networking, and it just so happens that everybody thinks that’s what networking means.”
“[But] if you just stop and think about who you are and what you’re doing and who your clients are, you can come up with ways of networking that fit your personality that aren’t going into a room and shaking everyone’s hand.”
Here are three steps to help you go beyond ‘working a room.’
1) Know Who You Are and Know Who You’re Not
First and foremost, lawyers should honestly assess themselves to better understand their own strengths and weaknesses. Often, it’s easiest to start that process by coming to terms with the type of person you are not.
“I am not an extrovert,” says Glazer. “I am not the kind of person that can walk into a room and shake everybody’s hand. So that immediately rules out that kind of networking for me.”
From Introvert to Craft Beer Attorney
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Jeff Glazer discusses his own struggles with networking as an introvert. “What I realized is, I can speak and write about the things that I know a lot about. So that’s the way I market.” Starting his practice coincided with writing a blog about craft beer. Several local breweries are now his clients.
Once you make that determination, it becomes easier to focus on the actions to take that do fit within your personality.
Says Glazer, “I need to think of ways in which I can network that don’t involve me being extroverted, that can allow me to use my 'introvertedness' and my other strengths in order to find customers and clients.”
Ask yourself, ‘What am I good at?’ and ‘What am I comfortable doing?’ and then find social settings in which you can excel. That may be informally introducing yourself at a small gathering, writing about a topic that relates to your practice, starting a blog and responding to questions, or even doing a short presentation in your community.
If networking is simply building awareness of who you are and what you do, there are a multitude of ways to do so without shaking dozens of hands and forgetting everyone’s name at a giant convention.
2) Know Who Your Customer Is and Where They’re Coming From
Network Like a Pro
More reading to help get you started networking.
“Getting & Giving Referrals, Part 1: How to Get More Good Referrals for Your Law Practice,” Wisconsin Lawyer, May 2015
To build a steady stream of referral business, Mary Lokensgard says, first figure out who is likely to send potential clients to you, and then intentionally approach them about giving you referrals. Also read part two and part three.
“What Can I Do For YOU: The Power of Networking,” WisBar InsideTrack, Aug. 6, 2014
Developing a strong referral network is a long-term exercise in trust-based relationship building – it is not about making an extensive network of superficial contacts.
“What to Do When No One is Hiring: Network, Consider Alternative Careers,” WisBar InsideTrack, Mar. 5, 2014
Looking for a job? Looking for new employment? The job market is slowly improving, but attorney positions are still relatively scarce. Improve the employment odds through networking, and consider alternative career paths.
“10 Ways to Boost Your Business on a Budget,” Wisconsin Lawyer, November 2013
Jenna Weber outlines inexpensive, effective ways to attract new business without breaking the bank.
“Building a Law Practice in a New Location,” Wisconsin Lawyer, July 2013
Starting a law practice in a different town can be daunting, says Michael Moore, but there are clear steps to take to find professional success in a new location.
“Take Advantage of WisBar’s Visibility: Customize Your Lawyer Search Profile to Increase Networking and Referrals,” WisBar InsideTrack, Apr. 17, 2013
With nearly 2 million searches conducted through Lawyer Search each year, don’t overlook WisBar as an important resource for lawyer-to-lawyer networking and referrals. Enhance your Lawyer Search profile to increase your visibility within the legal community.
You can’t sell to clients if you can’t find them or they can’t find you. Start by thinking about their wants and needs as part of a longer process. Then target the position in which you are best able to help and make yourself available.
Where in that timeline does the customer come in and where are you? “Are you at the beginning of the process, are you at the end of the process, or are you somewhere in between?” says Glazer.
Recognizing what the customer has been through before looking for legal counsel, and what they are likely to require moving ahead, will better position you to fulfill their needs.
Moreover, “different kinds of networks are appropriate for different kinds of tasks,” says Glazer. If you know that the customer is dealing with service providers before reaching you, “go find the people in front of you in the process.”
In this case, you may want to spend more time introducing yourself to these providers to establish referral networks that can help lead business to you.
3) Know Where the Customer is in Their Purchasing Decision
Once you know where a client is in their legal process, you will have a better sense of whether they are ready to actually make a purchasing decision. They may not be.
Yet, in “the very broadest sense people have to be aware of your products and services,” says Glazer. “Maybe they aren’t looking for it yet, but at least they have to be aware of it.”
Glazer likens a client’s experience to a funnel. As the customer nears the point of purchase, they sift through the information that they have learned to focus down to making a decision.
“Wherever we are in that funnel, we’re going to spend our marketing dollars and time a little bit differently. And we have to know where the customer is in that funnel so that we can market to them appropriately.”
Therefore, even if the client is not yet in the market for your services, you can make a valuable impression on them by better explaining the process and helping to guide them via your referral networks to the correct service provider.
By assisting the client and your referral network, you build awareness of your own services and enhance consideration of your practice. Goodwill is reciprocal.
