Though it’s difficult to pinpoint a single trait that defines a successful rainmaker, certain qualities and patterns emerge among those who excel in this role.
Here are some of the traits I’ve seen while studying rainmakers for my “Best Practice for Lawyers in Marketing and Business Development” (PLI 2019) and for a new book I am writing, “Breaking Ground,” which studies women and business development.
1. Competence: Table stakes – but needs constant attention.
For professional services, expertise is non-negotiable, and great rainmakers continuously strive for growth.
2. Authenticity
True rainmakers have their own unique way of doing things. While some might enjoy taking prospects to lunch or socializing, others might focus on delivering exceptional work and maintaining consistent communication with their clients when they are not working on a matter at hand.
It has to feel right to them.
3. Relationship Builders
Rainmakers are excellent at building and nurturing relationships. They maintain a comprehensive network outside their firm—connecting with other lawyers and business professionals—and invest in relationships within the firm.
4. Trusted Advisors
The best rainmakers earn the role of a trusted advisor by consistently demonstrating 3 key traits:
Competence
Empathy
Authenticity
5. Generosity
Rainmakers are often givers. Many I’ve known go above and beyond for their clients, a concept that Jacob Parks and Tom McMakin explore in their book “Never Say Sell: How the World’s Best Consulting and Professional Services Firms Expand Client Relationships.”
They refer to this as offering a lagniappe, a word that means a small gift given to someone who makes a purchase.
They suggest that professionals look for ways to add extra value beyond the usual scope of work, often in unexpected and appreciated ways.
6. Long-Term Perspective
In my research, I’ve had the chance to speak with many successful rainmakers, and one key trait stands out: dedication to long-term relationship building. Many of those I spoke with generated the clients they work with today by maintaining relationships they formed decades ago. Several of them counted former classmates as current clients.
By studying how others succeed, and finding the approaches that work for them, professionals can adapt and come up with a style of their own.
