Ask lawyers about their biggest challenge in becoming a rainmaker and they will reply, “Time!” Believing that their highest priority is serving the needs of current clients and partners above them on the pecking order, most lawyers select to engage in activities that require the most immediate attention and that quiet the demands of others. They often forego attending to productive actions that, over time, could deepen their connection with potential clients, an important step in becoming a rainmaker. Consider adopting the following very effective and time efficient actions to build your book of business in a sustained, systematic manner:
1. When you are busy working on a deal or a litigation, take 60 seconds to ask a client how he/she is…..and carefully listen to the answer. Forging a personal connection with a client broadens the relationship, plants seeds for future conversation when the legal work is concluded and increases the likelihood that new work (and introductions to other potential clients) will come in the future.
2. Spend 5 minutes a day on LinkedIn. Read current profiles of individuals you have not thought about in a while to see where they are working and what activities occupy their time. Send an e-mail to one individual whose profile references a current personal or professional interest you share and tell that person about your desire to “hear more.” Offer to get together for a drink or lunch or, if they don’t reside in the area, a “virtual cup of coffee” (send a coffee gift card in the mail and enjoy a coffee break together over the phone).
3. Allocate 10 minutes to speak with a lawyer in your office about how you can expand work with one of his/her clients by lending your expertise. First, a “don’t”: Don’t stop in your colleague’s office and say, “I see you are working with ABC. If they need a labor and employment lawyer, let me know.” This gesture is too vague and does not underscore the specific value that you can offer. Instead, take a moment to research what the client might need. For example, your partner is intellectual property attorney working with a retail client on a piece of litigation concerning a trademark infringement. The client has a large number of hourly employees. You are knowledgeable about new laws guiding employee manuals. Stop in the partner’s office and say, “I have some ideas about ways I could help you expand your work with ABC. There are some new regulations about language that must be included in employee manuals that will significantly impact the way they hire and fire. Would this information help you?”
Every contact you make with an individual inside your firm, a member of your personal/professional network, a past or current client or a company/individual in your industry area of expertise can move a relationship forward and drive you toward more business. Actions can be small and not time consuming. Be personable; say something interesting or relevant to the person you are contacting, and move on to the next task in your day. One minute rainmaking is all it takes to sustain and deepen connections.