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Best Practices in Building Your Professional Best Practices in Building Your Professional
Network - for Associates & Senior AssociatesNetwork - for Associates & Senior Associates
September 28th, 2005
SAGE Professional Development Institute
SAGE PDI
630.942.0977
630.572.4798
Today’sToday’sSpeakersSpeakers
SAGE Professional
Basis For The LessonsBasis For The LessonsThat You Will Learn TodayThat You Will Learn Today
15+ Years Of Training Professionals To15+ Years Of Training Professionals ToMarket, Sell and Manage RelationshipsMarket, Sell and Manage Relationships
Marketing Consulting With Many Of The Top Firms In Marketing Consulting With Many Of The Top Firms In The Legal ProfessionThe Legal Profession
Coaching Work With Top RainmakersCoaching Work With Top Rainmakers
Work With Younger, More Junior ProfessionalsWork With Younger, More Junior Professionals
Experience As Line Professionals And Inside Experience As Line Professionals And Inside Marketing ExpertsMarketing Experts
SAGE Professional
Congratulations!Congratulations!
To YouTo You
To be promoted to partner, To be promoted to partner, associates must demonstrate associates must demonstrate business development business development potential: potential: – 65% of respondents said that 65% of respondents said that
their firm's current partners their firm's current partners consider the business consider the business development capability of an development capability of an associate as an extremely associate as an extremely important or very important important or very important factor when considering the factor when considering the promotion of an associate to promotion of an associate to partnerpartner
To Your FirmTo Your Firm
Asked "does your firm offer Asked "does your firm offer business development business development training to your junior and training to your junior and senior associates (10 or more senior associates (10 or more hours a year)?" the responses hours a year)?" the responses were:were:
– Only 43% said yes.Only 43% said yes.– 29% answered "No, but planning 29% answered "No, but planning
to this year.“to this year.“– A shocking 28% answered "No A shocking 28% answered "No
and not planning to."and not planning to."
SAGE Professional
Today’s ProgramToday’s Program
Why Is Network Building Why Is Network Building VitalVital To Your To Your Legal Career Legal Career
Why Do You Need To Start Network Building Why Do You Need To Start Network Building NowNow
WHATWHAT To Do To Build Your Professional To Do To Build Your Professional NetworkNetwork
HOWHOW To Do It Effectively To Do It Effectively
How To Make Network Building A How To Make Network Building A Daily HabitDaily Habit
SAGE Professional
Why Is Network BuildingWhy Is Network BuildingEssential To Your Legal CareerEssential To Your Legal Career
Your OwnPersonal
Marketing &Sales Force
Source OfYour
ProfessionalReputation
Allies In Growing
Your Practice
Eyes and Ears In
The Market
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Clients Look For ReferralsClients Look For ReferralsWhen Buying Legal ServicesWhen Buying Legal Services
Your Ideal Client’s Network Of Trusted
Business Relationships
Your Network OfProfessional
Business Relationships
Clients ask people they know Clients ask people they know and trust for introductions toand trust for introductions tolegal advisorslegal advisors
People buy “people” not firmsPeople buy “people” not firms
Your network “pre-sells” youYour network “pre-sells” youto your ideal clientsto your ideal clients
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What Is Network Building?What Is Network Building?
A Daily Sorting Process A Daily Sorting Process
To Cultivate Mutually Beneficial Business To Cultivate Mutually Beneficial Business RelationshipsRelationships
By Making Contact and “Interviewing”By Making Contact and “Interviewing”PeoplePeople
To See If They Are Qualified To Help You GrowTo See If They Are Qualified To Help You GrowYour Practice Your Practice – Able: Able: Can Introduce You To Ideal Prospective ClientsCan Introduce You To Ideal Prospective Clients– WillingWilling: Open/Committed To Helping You (May Take : Open/Committed To Helping You (May Take
Time)Time)
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What Is Network Building?What Is Network Building?
Establish A Mutually Beneficial Business
Relationship
Able To IntroduceYou To Ideal Clients
Willing ToHelp You
Focus On Business Relationships With PeopleWilling & Able To Help You
Know WhoYou Are &What You Do
SAGE Professional
What Is Network Building?What Is Network Building?
Establish A Mutually Beneficial Business
Relationship
Able To IntroduceYou To Ideal Clients
Willing ToHelp You
Focus On Business Relationships With PeopleWilling & Able To Help You
Know WhoYou Are &What You DoMake Contact
Interview
Activate
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Why Start Now?Why Start Now?
You are already network building todayYou are already network building todayHave your network in place before youHave your network in place before youneed itneed itSkill that you can build now and leverageSkill that you can build now and leveragethroughout your careerthroughout your careerYour network is valuable beyond justYour network is valuable beyond justbusiness developmentbusiness developmentDemonstrate partnership potentialDemonstrate partnership potentialOther associates/sr. associates are successfullyOther associates/sr. associates are successfullydoing itdoing it
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Business Development Is A SkillBusiness Development Is A SkillRule: You don’t need to change Rule: You don’t need to change WHO WHO you are you are
to get good at business developmentto get good at business development
“Professional Skills”“ Business Development Skills”
• Good listener• Analytic• Skilled Questioner• Organized• Hard-Working
SAGE Professional
Today’s ProgramToday’s Program
Why Is Network Building Why Is Network Building VitalVital To Your To Your Legal Career Legal Career
Why Do You Need To Start Network Building Why Do You Need To Start Network Building NowNow
WHATWHAT To Do To Build Your Professional To Do To Build Your Professional NetworkNetwork
HOWHOW To Do It Effectively To Do It Effectively
How To Make Network Building A How To Make Network Building A Daily HabitDaily Habit
SAGE Professional
The Relationship HierarchyThe Relationship Hierarchy
Your Client’s And Contact’sPoint Of View
PersonalChemistry
Trusted Business Advisor/Ally
Referral Source
Contact
The Best BusinessGenerators Reach The Top Of ThisPyramid With TheirNetwork!
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6 Steps To Mastering6 Steps To MasteringCross Marketing & SellingCross Marketing & Selling
1.1. Focus On Your Ideal ClientsFocus On Your Ideal Clients
2.2. Market To Your Existing ClientsMarket To Your Existing Clients
3.3. Turn Your Clients Into Your Sales ForceTurn Your Clients Into Your Sales Force
4.4. Co-market With Professional AlliesCo-market With Professional Allies(Both Inside & Outside Of Your Own Firm)(Both Inside & Outside Of Your Own Firm)
5.5. Cultivate Your Network Of Business RelationshipsCultivate Your Network Of Business Relationships
6.6. Build Your Professional ReputationBuild Your Professional Reputation
7.7. Create Your Personal Direct Marketing (and E-Create Your Personal Direct Marketing (and E-marketing) Enginemarketing) Engine
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What You Must Do To Get StartedWhat You Must Do To Get Started
PrioritizeYour ExistingContacts
Inventory YourExisting Contacts
Identify The TypesOf People WhoCan Help You
Pick Your Niche
Rule 1: Be focused/Know the end goalRule 2: You already have a networkRule 3: Treat relationships like financial assets – because they areRule 4: Get into action immediatelyRule 5: Easier to start with people you know rather than networking with total strangers
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Step 1: Pick Your NicheStep 1: Pick Your Niche
Your IdealClients
The BusinessProblem ThatYou Solve
• Industry/type of business• Nature of the company• Executives/people• Functions• “Clones” of the best clients in your practice group
• “Pain” the problem causes the company & executives• Business result that clients desire
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Step 2: Brainstorm On The Types Of Step 2: Brainstorm On The Types Of People You Need In Your NetworkPeople You Need In Your Network
Your Peers at ClientsYour Peers at ClientsPeople Who Work At Your Ideal Clients (NotPeople Who Work At Your Ideal Clients (Notjust attorneys)just attorneys)Allies/Colleagues Inside Your FirmAllies/Colleagues Inside Your FirmProfessionals In Related Fields WhoProfessionals In Related Fields Whowork With The Same Clientswork With The Same ClientsAlumni/Friends From Law SchoolAlumni/Friends From Law SchoolAssociations/OrganizationsAssociations/OrganizationsMavens/Golden RolodexesMavens/Golden Rolodexes
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Step 3: Take Inventory Of Your Step 3: Take Inventory Of Your Existing ContactsExisting Contacts
Write names of people on a line below (don’t stop until you have at least 20 names listed ). Rate your relationship with them on a scale of 1-5 (5 = strong personal chemistry) and rate
their influence with target clients in your niche on a scale of 1-5 (5= very influential)
NameName Influence (Hi, Influence (Hi, Med, Low)Med, Low)
Willingness/Relation-Willingness/Relation-ship Level (Hi, Med, ship Level (Hi, Med,
Low)Low)
How You Will Improve/How You Will Improve/What Can You Do For ThemWhat Can You Do For Them
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Step 4: Prioritize Your Existing Step 4: Prioritize Your Existing Contacts For ActivationContacts For Activation
No Maybe Yes
No
Yes
IgnoreIgnore
RoutineRoutine Marketing Marketing
Routine Routine Marketing Marketing
Improve TheImprove The Relationship Relationship … … Or QualifyOr Qualify Them Out Them Out
Maintain TheMaintain The Relationship Relationship
Treat Like ATreat Like A Client Client
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Improve Relationships ByImprove Relationships BySolving TraumaSolving Trauma
What Is Trauma?What Is Trauma? To Improve Your Relationship With To Improve Your Relationship With Your Contacts, Find Ways To Help Your Contacts, Find Ways To Help Alleviate or Avoid Their Alleviate or Avoid Their Personal Or Personal Or Business Trauma/PainBusiness Trauma/PainLook To Give Help As Well As To Look To Give Help As Well As To Receive ItReceive ItWhat Is In It For The Contact To What Is In It For The Contact To Know YouKnow You
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Improve Relationships By Staying In Improve Relationships By Staying In Touch (Must Be Personalized)Touch (Must Be Personalized)
Personal Hand-written notePersonal Hand-written note
Brief e-mailBrief e-mail
Periodic Call/V-mailPeriodic Call/V-mail
Lunch/BreakfastLunch/Breakfast
Send An Article/LinkSend An Article/Link
Send A Book/MagazineSend A Book/Magazine
Offer To Make An Introduction ForOffer To Make An Introduction ForThe ClientThe Client
Invite To Events/Programs Etc.Invite To Events/Programs Etc.
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Step 5: Expanding Your Contact Step 5: Expanding Your Contact Base Beyond Your Current ContactsBase Beyond Your Current Contacts
Ask for Introductions From Your Current ContactsAsk for Introductions From Your Current Contacts
Continue To Build/Maintain Ongoing Relationships Continue To Build/Maintain Ongoing Relationships With Clients (new ones, maintain contact after the With Clients (new ones, maintain contact after the work is overwork is over
Join 1-2/Become Visible Organizations That Are Join 1-2/Become Visible Organizations That Are Replete With Ideal ClientsReplete With Ideal Clients
Start to Co-market With Professional AlliesStart to Co-market With Professional Allies
Begin To Speak/Write ArticlesBegin To Speak/Write Articles
Selectively Go To Networking OpportunitiesSelectively Go To Networking Opportunities
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Introductions vs. ReferralsIntroductions vs. Referrals
Introduction
Referral
• Warm Hand Off• Comfortable Process• Think about a Picnic
• Impersonal • May or may not be
real lead with right target market
• Can be uncom-fortable for all parties
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Conducting A Network Building Conducting A Network Building MeetingMeeting
Set The AppointmentSet The AppointmentBe open as to why you want to meetBe open as to why you want to meet– Share what you do / who looking to meetShare what you do / who looking to meet– Understand more about what they are doingUnderstand more about what they are doing– Get their advice and counselGet their advice and counsel
Tell them why session will be valuable to themTell them why session will be valuable to them– Make introductionsMake introductions– Be a resourceBe a resource
Ask them to bring rolodex / database Ask them to bring rolodex / database
Set expectations on timingSet expectations on timing
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Conducting The Network Building InterviewConducting The Network Building InterviewBefore The Meeting:Before The Meeting:– Remember People Like Helping Other PeopleRemember People Like Helping Other People– Review Results From Previous MeetingsReview Results From Previous Meetings– Think Of Ways You Can Help ThemThink Of Ways You Can Help Them– Be Prepared To Takes Notes/Bring Calendar & ContactsBe Prepared To Takes Notes/Bring Calendar & Contacts
At The Meeting:At The Meeting:– Set The AgendaSet The Agenda– I Would Like To Ask Your Advice And Help In Growing MyI Would Like To Ask Your Advice And Help In Growing My
PracticePractice– Be Specific About Your Ideal ClientBe Specific About Your Ideal Client– Do You Know? – Either Potential Client Or Somebody That Works A Lot Do You Know? – Either Potential Client Or Somebody That Works A Lot
With These ClientsWith These Clients– I Would Appreciate Your HelpI Would Appreciate Your Help– Close For The Next StepClose For The Next Step
After The MeetingAfter The Meeting::– Follow upFollow up– ReciprocateReciprocate– Update Your Contact Management SystemUpdate Your Contact Management System
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Networking Is NotNetworking Is Not
Being pushyBeing pushy
Being selfishBeing selfish
Taking advantage of your friendsTaking advantage of your friends
Glad handing and passing out business cardsGlad handing and passing out business cards
Making small talk (or talking much at all)Making small talk (or talking much at all)
Rushing around to meet as many people as possibleRushing around to meet as many people as possible
Going to “events” with strangersGoing to “events” with strangers
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Networking with a PurposeNetworking with a Purpose
Internal & externalInternal & external
Seek to meet 1-3 peopleSeek to meet 1-3 people
Ask to be introduced to specific Ask to be introduced to specific peoplepeople
ListenListen
Look to “give”Look to “give”
Sit by strangersSit by strangers
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30-Second Commercials30-Second Commercials
Short capsule so others will Short capsule so others will want to know morewant to know more
Answers the question “What’s Answers the question “What’s In It For Your Client?”In It For Your Client?”
Clear & conciseClear & concise
No jargon or lingoNo jargon or lingo
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Developing a 30-second commercialDeveloping a 30-second commercial
I am______________________I am______________________
I work with:_______________I work with:_______________
– Describe the “people” you work Describe the “people” you work with at the client and ideal clients with at the client and ideal clients in very specificin very specificindustry or businessindustry or business
To solve:_________________To solve:_________________
– Describe the pivotal “trauma” you Describe the pivotal “trauma” you solvesolve
– Describe the business goals you Describe the business goals you help clients tohelp clients toachieveachieve
– Use business terms rather than Use business terms rather than jargonjargon
I am a partner in the intellectual property group of a leading US law firm.
I work with senior executives and R&D directors of large pharma-ceutical companies and leading edge bio-technology ventures
To make sure that their new products receive FDA approval on time, on budget and without unexpected surprises
To protect their new product and innovations from being hijacked by competitors or employees
SAGE Professional
Today’s ProgramToday’s Program
Why Is Network Building Why Is Network Building VitalVital To Your To Your Legal Career Legal Career
Why Do You Need To Start Network Building Why Do You Need To Start Network Building NowNow
WHATWHAT To Do To Build Your Professional To Do To Build Your Professional NetworkNetwork
HOWHOW To Do It Effectively To Do It Effectively
How To Make Network Building A How To Make Network Building A Daily HabitDaily Habit
SAGE Professional
Making Network Building A Daily HabitMaking Network Building A Daily Habit
Your Personal Marketing Plan Is Your To Do ListYour Personal Marketing Plan Is Your To Do List
Set Minimum Weekly/Daily Action RequirementsSet Minimum Weekly/Daily Action Requirements
Use Breakfast And Lunch To Market & SellUse Breakfast And Lunch To Market & Sell
Use “Downtime” For MarketingUse “Downtime” For Marketing
Set “Give up” GoalsSet “Give up” Goals
Schedule Network Building Meetings In Advance (Treat Schedule Network Building Meetings In Advance (Treat like a client appointmentlike a client appointment
Be Accountable To A Coach/MentorBe Accountable To A Coach/Mentor
Automate/routinize Follow-upAutomate/routinize Follow-up
Post Activity and Results Each Week/MonthPost Activity and Results Each Week/Month
SAGE Professional
SAGE Professional
Review Review
Why Is Network Building Why Is Network Building VitalVital To Your To Your Legal Career Legal Career
Why Do You Need To Start Network Building Why Do You Need To Start Network Building NowNow
WHATWHAT To Do To Build Your Professional To Do To Build Your Professional NetworkNetwork
HOWHOW To Do It Effectively To Do It Effectively
How To Make Network Building A How To Make Network Building A Daily HabitDaily Habit
SAGE Professional
Congratulations!Congratulations!
To YouTo You
To be promoted to partner, To be promoted to partner, associates must demonstrate associates must demonstrate business development business development potential: potential: – 65% of respondents said that 65% of respondents said that
their firm's current partners their firm's current partners consider the business consider the business development capability of an development capability of an associate as an extremely associate as an extremely important or very important important or very important factor when considering the factor when considering the promotion of an associate to promotion of an associate to partnerpartner
To Your FirmTo Your Firm
Asked "does your firm offer Asked "does your firm offer business development business development training to your junior and training to your junior and senior associates (10 or more senior associates (10 or more hours a year)?" the responses hours a year)?" the responses were:were:
– Only 43% said yes.Only 43% said yes.– 29% answered "No, but planning 29% answered "No, but planning
to this year.“to this year.“– A shocking 28% answered "No A shocking 28% answered "No
and not planning to."and not planning to."
SAGE Professional
Thank YouThank You
The credit belongs to the person who is actually in the The credit belongs to the person who is actually in the arena …because there is no effort without error and arena …because there is no effort without error and shortcoming; but who does actually strive to do the deeds; shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who his place shall never be with those cold and timid souls who neither know victory nor defeat. neither know victory nor defeat.
SAGE Professional
Our Next Web Seminar In The Associate Marketing Our Next Web Seminar In The Associate Marketing Mentor SeriesMentor Series
Seeing The World Through The Eyes Of The ClientsSeeing The World Through The Eyes Of The ClientsUnderstanding The Client’s Grading System For Satisfaction and Understanding The Client’s Grading System For Satisfaction and Loyalty Loyalty Lessons From The Client Relationship MastersLessons From The Client Relationship MastersThe Client Relationship HierarchyThe Client Relationship HierarchyMistakes That Most Professional Make In Client RelationshipsMistakes That Most Professional Make In Client RelationshipsAuditing The Quality Of Your Working Relationship With ClientsAuditing The Quality Of Your Working Relationship With ClientsTop 10 Ways To Improve Your Business Relationship With Your Top 10 Ways To Improve Your Business Relationship With Your ClientClientWhat You Should Know About Your Client’s BusinessWhat You Should Know About Your Client’s BusinessBecoming A Trusted Business AdvisorBecoming A Trusted Business AdvisorDiagnosing Your Client’s Trauma Like A Business DoctorDiagnosing Your Client’s Trauma Like A Business DoctorListening For Potential Service OpportunitiesListening For Potential Service OpportunitiesMarketing To Your “Crown Jewel Clients”Marketing To Your “Crown Jewel Clients”
The Best Practices Of Building Client Relationshipswww.sagelawmarketing.com/WebseminarAssociatesA2
October 28th, 2005
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Please Insert A “Blog Slide”Please Insert A “Blog Slide”
SAGE PDI
630.942.0977
630.572.4798
Today’sToday’sSpeakersSpeakers
