Developing a portable book of business is not your debutante ball.
I understand the allure of the grand gesture: trapping a witness with the perfect cross examination question, cashing out of stock just before the market crashes, hitting the walk-off home run in your softball game. They’re rare but unbelievably satisfying when they happen. They’re the stories of your achievement you bore your friends and family with for years.
They also have less than nothing to do with business development.
Business development — building your law practice with a book full of clients and referral sources who provide you a steady revenue stream — is impervious to the grand gesture. You can’t say or do the one perfect thing and suddenly have a line of clients outside your door hoping you will be their lawyer. In order to win at business development you’ve got to follow two simple rules: 1) business development is more like practice than game day, and 2) it’s not about you.
Rule #1: business development is more like practice than game day
The reason building your practice is impervious to the grand gesture is that business development is not game day — which is to say it is about steady, continuous, small steps rather than superlative performance at one moment in time. Practice is about honing your skills steadily and over time through diligent work, while game day is about being in the zone and performing well when it counts.
You can’t grow a crop by doing one really fantastic day of watering and tilling.
Networking, social networking, marketing, advertising, PR — whatever your combined strategy for building your practice (and you really ought to have a strategy that involves most, if not all of those five elements), slow and steady wins the race.
Think of it this way: which would be more valuable to building your practice, one 30 second spot during the Super Bowl ($2.6 million in 2008) or spending $220,000 per month over the course of the year in your marketplace to make your potential clients aware of your business?
Rule #2: business development is not about you
Business Development Is Not About You. It is about reaching the potential clients who have the kind of problem you want to solve for them. That’s what makes it so different from the hugely ego-satisfying grand gesture. The grand gesture is about us, about our need to compete and triumph and display our skills. I’m not saying the grand gesture is unimportant or valueless in life, just that it will not be the thing that builds you a successful client base.
Create your marketing plan and go out and start working it a little bit every day. It’s no debutante ball, but it will help make the difference between successful and failure in the big game of building a law practice.
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