Three Types of "Outsiders" Who Can Get You Inside 📈

Hi gang, 

Welcome to Issue #15.

Sometimes, as you're trying to grow your book, it can feel like you're drinking from a fire hydrant.

I know it has felt that way for me: not a lack of opportunity, but rather, so many options, it's overwhelming. How are you supposed to cut through the noise?

Today, I wanted to share three great sources of "marketing qualified" prospects that lawyers often overlook: (1) direct competitors; (2) lawyers in adjacent niches; and/or (3) non-lawyers that serve your ideal client in complementary ways.

1. Direct competitors

Story:

Sophia* (*names changed) attended one of our Experience events for BigLaw women, although she was skeptical. What could come from rubbing elbows with her competitors? 

Jeni, also in attendance (and from a "rival" firm), had a client matter that her firm could not fulfill due to a conflict. Jeni didn’t know where to send the client - until she met Sophia. Jeni routed the work to Sophia, not only bringing Sophia new business, and potentially inuring future reciprocity in Jeni's direction, but also solving an immediate problem for Jeni's client. 

Lesson:

“Competitors” need places to refer client matters they are conflicted out on, or lack a local office. Stay in touch with them and cultivate a referral relationship. Everyone wins. 

2. Legal colleagues in boutiques

Story:

Keira*, a patent litigator, works in a practice group of a BigLaw firm that targets pharmaceutical manufacturers. Her clients need to dispose of and purchase real estate during shifting markets, sometimes needing to quickly shed contaminated sites. Susanna*, meanwhile, is growing a hospitality-focused practice within a boutique that does brownfields work. She helps urban hotel chains develop on former brownfields (due to the cheaper real estate & state-based incentives). Susanna can connect Keira (& therefore, Keira’s client) with a pool of eager buyers, thus distinguishing Keira (in her client’s mind) as connecting them to opportunities that make them money.

Lesson:

This can work if they are at the same firm, but it also can work if they are at competing ones - if the win/win is clarified. Identify legal specialists who work in fields adjacent to your specialty, or serve an area of the law that your client also touches, but you don’t. If you’re at a full-service firm, befriend the adjacent boutiques - deep niche expertise compliments wide bench strength. You can help each other.

3. Non-lawyers that serve your ideal client in complementary ways.

Story:

Baha* wants to grow her book of family law referrals for an adoption-based practice that serves a very specific demographic. After our sessions, she asked her firm's BD department to identify financial planners and therapists that also serve prospective adoptive families. Baha invited the professionals to an educational webinar (informing them about potential legal issues that they might encounter, but overlook, in their work with shared adoption applicants). The financial planners and therapists appreciated the primer.

Lesson:

Baha has saved an enormous amount of time, growing her network with referral partners; any one of whom can introduce Baha to multiple qualified prospects.  

Takeaways:

Each of the above strategies requires upfront creativity and intentionality, but saves enormous time in the back end, filtering and targeting leads to those who are "hot and ready." Contrast: workdays on end uncomfortably navigating an overbooked conference, or networking at Chamber events with a "roll the dice" approach regarding who is firstly, in attendance; secondly is qualified; and thirdly, is ready to hire you.

Try out a more strategic approach to finding your next client.

To get your wheels turning, a worksheet is attached for you to map out your early moves. Grab it here. 

As always, let me know if you have questions.

I'm rooting for you.

xo,

P.S. BigLaw women: What if you never meet that person who could refer you business, never get that jolt of energy from observing others like you boldly build their book, and never take on that project that you can't figure out how to pitch internally? What kind of income streams could you create if others inspired you with tips on how they are doing it?

Try out an Inner Circle with me on Wednesday, February 26 at 2pm ET and Experience an Inner Circle for yourself. BigLaw women only.