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.

NETWORKING IN ATTORNEY PROMOTION

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.

SEVERAL THOUGHTS TO BE SUCCESSFUL AT NETWORKING

1. Networking is an ongoing behavior and a mind-set; 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.
2. 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.
3. 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.
4. Remember that networking and introducing yourself to new people is not natural for 95 percent 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.
5. Have fun while you are networking. If you talk to someone and he or she isn’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. The first thing you should do before attending an event is set a goal for what you would like to accomplish. 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? 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?

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. Think what you are going to say when someone asks you about yourself and how you will differentiate yourself from the other attorneys in the room.

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 whom you came to the event with, spending too much time talking to one person, spending too much time at the bar or drinking to excess.

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.

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.

Source: http://www.law.com