What happens when four of the country’s leading female rainmakers meet to discuss business development? The sky opens up with ideas and inspiration.
Last week, I had the opportunity to experience just that as the moderator of a panel at the Legal Marketing Association’s annual conference that included friends and clients including Janice Brown of Meyers Nave, Palmina Fava of Vinson & Elkins, Susan Eandi of Baker McKenzie, and Jess Heim of DLA Piper.
As one of our panelists said, if women can litigate on behalf of billion-dollar companies, they can undoubtedly handle business development. The session received a standing ovation, something I’ve never experienced at a break-out program.
Here are a few of the take-aways.
- Start small and take baby steps. It’s a marathon, not a sprint. Lunches with partners, visiting associates down the hall, and going to events to get to know people on a personal level is the best way to start.
- LinkedIn is important, but use it in a way that feels right. Some lawyers like writing posts and others like sharing articles with commentary. You don’t have to mirror the way someone else does.
- Be useful to clients, beyond helping them with legal counsel. Look for opportunities for them to help grow their network. For example, for one of our presenters, an annual event she developed for local GCs worked well. Not only did the GCs appreciate it, but it also gave her a great reason to reach out to clients.
- Remember the value of your current clients. Don’t be so busy trying to get new business in the door that you lose sight of reaching out and continuing to connect with everyone you consider a client.
- In all personal marketing, just liked your LinkedIn activity, take the approach that feels right for you. It may feel wrong to make cold calls, but you may be comfortable attending a cocktail party and asking other guests about their business.
- Involve your marketing department in your business development activities. They can be a champion for your work, and chances are, you’ll get much more milage out of your efforts.
- If you don’t feel comfortable taking someone out to lunch, team up with another lawyer. Think about what feels natural and right to you.
One panelist said, “Authenticity is like sticky tape. Women often compare themselves to men and try to market the way others do, but it’s essential to be authentically yourself. “
I hope these ideas help as you move ahead on your own rainmaking efforts.
A big thank you to the talented trio of Erin Stone Dimry, JeanMarie Campbell and Allan Schoenberg, for making this program come to fruition.
