How to Network When Starting Your Law Firm

One of the things I try to do a lot is talk to other people who have started their own law firm or are thinking about starting their own law firm to find out what they are doing. Invariably the ones that aren't making any money or are really struggling are spending a lot of time "networking." This means going to meetings with various other struggling practitioners and handing out business cards and acting like something is going to come of it. If you are doing this - stop it - it won't work!

What I always ask these people to tell me is this: how much business have you referred to anyone you met at those networking events? How many people have you met there that you have followed up with and actually had a discussion with at some other point? The answer is almost always "none" and "a couple," at best. When I hear that then I ask them why they are wasting their time doing it since they aren't seeing any results. Sometimes it clicks, sometimes it doesn't.

I decided to write this post because I went to a "networking" event last Thursday night and it reminded me of the scenario I described above. Why did I go, you might be asking, if I know I'm not going to get any business out of it? Well, for starters, let me point out that I didn't say you couldn't get any business out of it, I just described a scenario where people don't and won't get business out of it.

Why do I go? I go for two reasons. First, I don't know very many people in town. I've only lived here for a year and been open for five months. So I don't know very many attorneys either. And, even more specifically, I don't know very many attorneys that are around my age, which I like to know because it is fun to hang out with them. Second, I see it as a way to make a lot of money in the future, once people know who I am. It just needs to be done right.

For every networking event I have two goals: (1) have a great time; and (2) meet and make a connection with at least one new person. Sounds pretty easy, right? And it is. And that's what makes it fun. And that's what takes the pressure off of you to go out there and perform like some networking rock star that comes off as a needy, struggling attorney hoping to find someone to throw you some business. You end up having a fun time, meeting some nice people (you always meet more than one person because usually the person you meet knows someone else there, and the snowball begins) and usually talking a lot about how fun it is to start a law firm.

So, how do you make money at networking events like these? You simply have to give people what they want - referrals. But isn't that taking money out of your pocket? No, because you are referring people to them that handle things that you don't. For example, at the networking event I was at I met a patent attorney, a family law attorney, an estates attorney, and a business law attorney. They do things I don't do. When people ask me for help in those areas I can send them to them without the fear of losing my criminal defense business. And, when people come to them with problems I can help them with, they can send them to me without fear of losing their business.

You beginning to see how this works? It's all about give and take, and the more you give, the more you will get over the long run. That's why this is a long term marketing strategy. You have to get to know these people (you do not want to refer business to someone who will do a good job - that makes you both look bad) to send them business, and they have to experience getting business from you to get business from them (usually - at some point you will be the first to receive business - remember this, thank them for the referral, and keep them informed on what is going on - within the ethical rules of course - this will get you more referrals).

And one last thing - be yourself, whoever that is. For example, when I go to these things I'm usually the one to say the things that everyone else is thinking. I'm not trying to be proper. I'm not trying to be passive (though I am always respectful). I'm trying to show people who I am and learn about who they are. The only way to do that is to be yourself.

So, the next time you go to that networking event, collect those cards that people give you, and then send them an email by at the latest the next day telling them it was nice to meet you and offering to go get some coffee with them (you buy if you ask them to go). You will have probably received between three and five business cards so it shouldn't be too difficult (I got four at mine). While you are at the event find out what they do and begin thinking about ways you can help them in their practice. You'll be surprised about the money that will start flowing in after.

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