Join us for this week’s rainmaking recommendation from trainer and coach, Jaimie Field.

***

It’s 2021, and I cannot believe that this has to be said – AGAIN!

Get permission to market yourself and your services to others.

In 1999, more than two decades ago, Seth Godin wrote a book entitled Permission Marketing.  He details that advertisements, telemarketing, and traditional advertising are really “interruption marketing” designed to take our attention away from what we are doing in the hopes that it will be able to sell us things. Yet, law firms are still paying big bucks to advertise their services.  And lawyers are either pitching their services to people who don’t want or need them, or they are afraid to pitch them because it feels too much like slimy sales.

First, I want to address the pitching of services to those who either do not want or need those services.  Daily (and this is not hyperbole), I receive at least three, if not so many more, pitches for services.  For example, when I wind up connecting with someone on LinkedIn, they immediately send me a direct message thanking me for connecting (which you should do) and a commercial for their services designed to induce me to buy what they sell.  This is wrong!

I’ve said it before – no one likes to be “sold.” Instead, they want to “buy.”

So before you start pitching your services, before you start selling what you do to others, it is essential to create relationships that will allow them to choose. It’s important to educate others on what it is they are seeking when they have a problem with which you can solve. Finally, it is imperative for you to position yourself as the only choice.

The only way you do this is to ask them if you can educate them but with their permission.

There are clients I have been working with for years who are still not on my newsletter list because they haven’t permitted me to do so.  But, when they sign up for my newsletter, that is explicit permission from them to offer my knowledge and my services if they want to take me up on the offer.

But asking their permission is not just a connection request on social media.  It is not just meeting them during a Zoom networking event. And, as the world opens up, it is not just meeting them at a networking event or conference.  You need to ask their permission to receive information or any type of contact from you.

And, it’s not that difficult – just ask.

Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016 and 2017, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. 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 included in Clio’s list of “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 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.