In this week’s post from rainmaking coach and trainer, Jaimie Field, she’s addressing one of my biggest pet peeves, the idea of the “overnight success” or “I went to this one networking event and I didn’t get any business!” If you’ve ever found yourself trying a business development or networking tactic and finding that it doesn’t work (or a bunch of them) and not understanding why, this post may be for you.

***

In the almost 20 years I have been a Rainmaking Trainer and Coach, I have worked personally, one-on-one, with hundreds of attorneys.  And there have only been a few with whom I have not been as successful a coach as I would have liked to have been.
There are usually two reasons for this:

  1. Sometimes I am not the best coach for a particular attorney – that is there are personality and intellectual differences, and that’s okay; and
  2. The lawyer was unwilling to put in the work to become the Rainmaker they say they would like to be.

I know you would like to wake up to hundreds of emails from your ideal clients asking you to be their lawyer (hell, I want hundreds of my ideal clients to contact me to work with them).  I know you would like to have the phone ringing off the hook too.  But that’s not the way Rainmaking works.

We did not learn marketing and business development skills in law school.  But, rest assured these are skills you can learn and put to use to grow your book of business.

However, one of the biggest issues I see is that too many attorneys are looking for immediate results.

They attend one networking event (even virtual events) and complain that they didn’t get a client from attending.  They post a blog on Linked In and it doesn’t get any engagement so they conclude that Linked In doesn’t work.  They send an email and there is no response.

This mentality stems from three issues:

  1. We are constantly bombarded by hordes of scammers who wave a shiny object in front of your face saying I can get you a massive number of clients instantaneously;
  2. We always want instant gratification; and
  3. We are perpetually assaulted by the overnight success myth.

It is incredibly rare for someone to be an overnight success.  It’s like buying your very first Powerball ticket ever and winning the big prize.  I’m sure it’s happened once, but the odds of winning at all are one in 292,201,338.

Even some of those superstars or business owners, who seem to have overnight success, have spent years doing what they need to do to become who they are.

Rainmaking is about three things:

  • Creating visibility and becoming known as an authority in the field of law that you practice – this is known as Marketing yourself and your services;
  • Meeting people – whether in person or virtually – who want or need your services or who know people who want or need your services – this is known as Networking; and
  • Creating relationships in which you are the obvious choice to help them — and this is the Rainmaking part of the equation.

And none of these things happen overnight.  They take time, energy, action, and patience.

As Richard Branson is quoted as saying:

There are no quick wins in business – it takes years to become an overnight success.”

Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.