By Scott F. Katz
The Daily Record Newswire
“The only limit to our realization of tomorrow will be our doubts of today.”
- Franklin D. Roosevelt
Being well-prepared is vital to the success of any attorney, regardless of his area of practice. The same is also true for business development. While there is a decent number of attorneys who are naturally at ease networking and developing business, many are not so comfortable with the process.
In my experience, most of these uncomfortable lawyers are simply unfamiliar with what is involved in developing business. Most people express some trepidation when faced with the unfamiliar; why should it be any different with attorneys?
The best way to avoid or counter the “I’m too busy for business development” excuse is to create a personalized business plan, and one of the most important parts of any business plan is to have a networking strategy.
First, establish what you are interested in — professionally, intellectually and personally. Taking the time to first figure out what you enjoy and/or what stimulates you will make the rest of the process easier.
Try to separate groups or organizations you are interested in into specific categories. For example, you may select one group that is directly related to your profession or area of practice (e.g., a bar or trade association or a networking group); another group that is not related to your job, but that you are interested in personally (e.g., a book club, a new or expectant mothers group, a weekly card game or taking a class); and perhaps another group that might be a combination of the two (a charity, religious organization or Little League team).
We all know that the most valuable commodity an attorney has is his time. Once you have categorized the various groups that you want to target, the next step is to determine how much time you expect to be able to give to each per month.
You should be able to assign enough time to the group so that both of you feel that you are truly active in the relationship. Committing to a group and then not living up to that commitment can be more harmful than not joining in the first place. Be fair to yourself and to the group when estimating the time you will be able to spare.
If you join a group or organization, give your best effort to become as engaged as possible within it. Joining a chamber of commerce and attending a breakfast once a month is great, but not if you sit alone at a table reading messages on your smartphone.
Engage others. Bring business cards. Ask questions. Listen to others; don’t just talk about yourself. Invite others to attend group meetings or events (as appropriate). Make and/or ask for introductions.
As part of your networking strategy, you must also set aside time for following up with those you meet along the way. Whether you send a card, an e-mail or a LinkedIn message, you must follow up or all of your time and efforts could be wasted.
Don’t be intimidated by business development or networking. Remember that plans will vary greatly from person to person. Choose a strategy that challenges you to extend yourself without being uncomfortable.
Being prepared is the best defense for the unknown, and following these simple steps should help.
Scott F. Katz is the business development manager at Burns & Levinson in Boston.
