Before I get going on this, you don't have to be a golfer to get somehttp://www.blogger.com/img/blank.gif great information out of this post. In a lot of ways this post is supposed to help you do some of the things you like to do while getting new business, making more money, and at the same time expensing an activity you really like to do - which is one of the great things about starting a law firm - you can actually do all three at once.
I don't know if I've talked about this much, but I love to play golf. One of my goals is to play on the senior PGA tour some day (I've 19 years to get ready). The golf course, for me, is a great place to hang out with friends, release some of my competitive energy, gamble, and drink all at once. What more could you ask for?
Oh, you want to market your law firm too? Fine. You can do that too.
First things first, you've got to approach this type of marketing, often referred to as "networking" with a specific state of mind. In fact, I don't even like to call it networking. I like to think of it as "relationship building," because that's what it really is. The purpose isn't for someone to necessarily give you business that day but to create a relationship of trust and respect so that when they or anyone they know needs your particular kind of help they'll call. If you think of this as a hassle, as a means to get another business card, then you are doing it all wrong. No matter what kind of event I go to I always try to meet two to four new people and really get to know them a little bit. Then I have a happy with them and get to know them more. And on and on, eventually, maybe, to the golf course.
The great thing about starting a law firm and marketing a law firm is that almost anything counts toward both. So long as there is a business purpose behind what you're doing, it's a business expense. And, whether you realize it or not now, identifying as many things as possible as business expenses will really help your bottom line.
Finally, to the point of the post - how to use the golf course for law firm marketing.
I use it for two reasons. The first thing I use it for is to establish new connections. There is no better way to get to know someone than to spend 4 hours with them out on the golf course. You get to see how they handle stress (the three foot putt for par), success (when they knock one close or hit a great shot), and failure (we've all duffed a shot here and there). And they get to see the same from you - it's a great way to form a bond right from the get go. Typically I do this by having someone I know invite a couple of people out so we can meet and play - no obligations. At the end of the round I give them my business card, get their card, and follow up with a happy hour or some other kind of meeting - instant business relationship, and I got to play a round of golf.
The second way I use golf for marketing my law firm is as a thank you. We are not allowed to pay people for referrals where I practice, and I don't. But that doesn't mean I can't thank the people that mean the most to my practice - those that refer me business. Every once in a while I'll just call a couple of people that refer me business and ask them if they want to play a round. I'll introduce everyone to each other, solidify the bond, and make sure to say "thank you" for thinking of me when someone they knew needed help. It's completely random and I often invite people that haven't referred me business in a while, so it's not a reward for the specific business, it's simply saying I appreciate you.
Hopefully it's not too difficult to see how this could translate to whatever it is you like to do. A baseball fan? Invite some potential referral sources or good clients to the ball game. Like the opera? Do the same thing. Paintball? Organize a game. Whatever it is, imagine how you can use that to form some business relationships and run with it. You'll be better at selling yourself because you'll be in a comfortable place (and by selling yourself I simply mean making meaningful connections - showing people that you are trustworthy and know what you are doing in your business) and you'll have fun at the same time.
See you Friday - we'll have another starting a law firm story. I'm off to court!
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