Articles Posted in Networking

iStock_000025922965SmallI’ve always wanted to use that phrase because the media seems to use it to get your attention to buy stuff you don’t want!

However, I want you to “buy” my stuff.  Why? Because coming out of denial and starting to market strategically and consistently is the way to increase your profit as well as your ultimate success.

For three weeks you have hopefully been reading about target markets and mission statements. But have you done any work about implementing them?  This is where I hear solos saying they don’t have time, etc.  I once heard that you have as much time as Beyonce! She gets a lot done and looks great.

Find ajob made by many post it
You must “work” every day, except Sunday, between 7-8 hours on finding a job. (If you have been unemployed for a year, you should have worked over 2,240 hours so far.) And if you are on unemployment insurance, that’s what the government is paying you to do.

  1. Plan every day what you will do with your time.
  2. Figure out the hard stuff that almost no one else is doing to find work. This is things like listing every adult friend or acquaintance that you or your family have ever known and informing them you need a job. Ask them for referrals to their lawyers where your “target market” exists.(that’s a breathing attorney).

I was sick last week, so no blog but I did muse. Then I took a friend and  went to the beach and  this is the result of that musing…..                                                             

easter funny eggs sitting on a chair under umbrella on a sand and bottle of champain in a  bucket with watermelon. selective soft focus
                                                “DON’T PLAY LEAPFROG WITH A UNICORN”

                I came across this saying and thought that the suggestion might be helpful to attorneys.  My interpretation, which is always right, is that you shouldn’t engage with someone or thing that might really do you great harm.  This brings to mind the defense attorney who just won’t turn away any client even those that are obviously dangerous.  Or the family law case in which the client has had 4 prior attorneys and has sued them all.

Last week we discussed the role of Gatekeepers in a business.  Not the people that keep you out but the people who know the people who have problems that you can help with and will refer to you.  So, getting more specific, how do you locate the gatekeepers who will most benefit your business.

Again, let me remind you, to first look at your target market and your business mission statement.  Who would be your best client if they walked in your door today?  Describe this person in detail.  See if you can picture this person.  If you had to write a three sentence story about them, what would that look like.

Then take your mission statement and see if that description of your perfect client needs to be changed.  Does their problem reflect a need that you can fulfill while being true to your statement.  Let me see if I can show you what this means.  For instance, you describe your best client as” a person who is having a family law problem”. You even mention that they must have enough funds to hire you.

Just imagine a nice person standing on one side of a gate and letting in all kinds of referrals to your business each time the gate is opened.  You could even have each referral be a real qualified lead and if you have trained your gatekeeper correctly, it will be.

OK, we all feel this would be great for our business. But how do we know what our own gatekeepers looks like? Going back to the basics, what is your target market?  Hopefully after all my blogs you have come up with at least one target (best client) profile.

To help you understand, let’s use my example from the time when I practiced personal injury and workers’ comp law.  My best client was someone injured in an accident which, for PI, was not their fault and for WC it didn’t matter as long as it happened at work.

So this week we’re talking about really wanting to set a goal and why we don’t do them.  Isn’t that right? Because my bet is that anyone reading last week’s blog said to themselves “Hey, that’s a great idea.  I should do that”  but then didn’t follow through.  Maybe some people even wrote it down in their goal list.  But still didn’t follow through. My congratulations to those who did something about that great suggestion for increasing revenue!  Let’s hear from you.

iStock_000025922965SmallAs a coach, this is what I face time and time again.  The attorney and I will plan out the next two or three weeks with real important, well thought out goals that will advance the attorney in the direction he or she wants to go.  Three weeks later, the attorney comes back to me and many times, few or none of the goals have been worked on.

Then we go back to the old trick, that goals have to not only be written down, they need to be put into the attorney’s calendar so they get worked on.  If that is done and the goal is still not moved forward, then it’s time to find out why?  Is it fear of failure? Is it coming out of the attorney’s comfort space?  Is it just because so many more “important” tasks need to be done? Is the goal too big?

Want to know how get a free lunch and do some remarkable networking at the same time?   It starts with you looking at your list of contacts (Yes, remember you have A,B and C contacts sorted with A being the ones who are most active and you know they will refer to you).

Look at the business they have.  Pick one who has been able to refer to you.  If you are a personal injury attorney, that may have been a  chiropractor.  Now look at the rest of the names on your list and see if you can find another person who might be able to do cross referrals with the chiropractor.  This might be an acupuncturist or a massage therapist or an open minded medical doctor.

110_F_60937895_yfzErLCHP4RyFeQhE2FTuXetRb16YJlMYou are the center of these two other people as far as referring ability.  You have a personal injury case and you can send that client to the chiropractor if it is soft tissue injury and he/she might send that same client to the massage therapist,doctor or acupuncturist if it is appropriate.