During lunch, my friend turned to me and asked, “What can I do in the in-between times?” She was a lawyer with a very successful M&A practice. It’s a question I’ve heard echo before in various formats: “If I am in between cases/deals, how do I generate new business?”
The beauty of in-between times is that they present a unique opportunity to refocus and even accelerate your marketing efforts, potentially leading to new avenues of growth and opportunities.
While each individual is different, some basic tactics are generally applicable to most people. Here are some thoughts, from strategic to seemingly mundane (but often just as impactful) steps to take.
- Take time to revisit your personal strategic plan. What did you set out to accomplish at the beginning of the year? Personal plans should be flexible, and if you need to adjust or tweak some of your tactics at the six-month mark, that’s okay, too.
- Don’t underestimate the power of reaching out to former clients. Even if they are not currently utilizing your services, a simple check-in after a deal or litigation can make them feel appreciated. You’ll build goodwill and a bridge to future business or referrals.
- Consider your thought leadership. What issues do you want to be known for? Think about how those issues intersect with your clients’ concerns. Draft an article to appear in the press and on LinkedIn, which can be turned into a brief client memo to clients and prospects.
Update your online profile, including the firm’s website, LinkedIn banner, and written headline, to ensure they reflect your practice.
- Review your LinkedIn contacts. Are you connected to all of your former clients and classmates from law or another graduate school? Have you contacted all of your previous mentors and colleagues to ensure you are connected?
- Attend an industry event or conference. Not only might you turn this into a networking opportunity, but it’s a great way to continue learning about the issues disrupting your practice or industry. This may be easier than ever with the abundance of online resources today.
- Sharpen your referral networks. Think about your relationships with other professionals, such as accountants or financial advisors. Reach out to them and remain in touch.
If your work has dried up and no longer seems viable, that is a more significant issue and may require coaching to consider if there are related industries or practice areas to which your work can be parlayed. While there isn’t a one-size-fits-all solution, reaching out to your marketing department or a coach may be an excellent first step.