PRACTICE MARKETING blog

A few days ago, I was then invited to speak at the Attorney/Accountant Networking Group; there, I outlined a PRE/PRESENT/POST goals for our networking. Here’s a re-cap:

PRE the meeting: Have a goal of who/type of person you’d like to meet & how many. PRESENT: Be present; leave your cell phone or Blackberry alone. Don’t participate in “drive-by” networking (those who run past you handing business cards). Don’t pitch anybody; likewise, a good 10-minute conversation is “enough” with 1 person. I “doggy-ear” those I plan on getting back to - especially prospective clients. POST: Follow-up within 3 business days. They may be prospects, centers of influence, or potential connectors to either of those 2. AND, put them into your database - and preferably, your e-newsletter list.

SO what are the 4 types of groups?
1) Trade associations: Not necessarily those of your peers, but your target market’s association. Of course, as a lawyer, you probably get a lot of referrals from other attorneys… so Bar Associations are a good choice. And more and more CPAs are concentrating on a niche market, or specialized service; thus, Societies can also be a good trade association choice. Nearly every profession/industry have national and local associations; plus within their profession/industry there are sub-categories/specialties; moreover, often ethnic/geographic groups form within trades/professions.
2) General gatherings: These include chambers of commerce and other open rooms that attract a variety of professionals. Often they meet early in the morning or in the evening. There may be competitors, peers, colleagues, and clients in the room. For all those folks, standing out and showcasing your distinctive expertise (preferably with a 1-liner) is paramount. Don’t forget the ones sitting down; often business owners and other decision makers don’t know how to network well. And don’t forget to wear your own badge.
3) Non-compete groups: Like the one I belong to, American Business Associates (ABA), these are usually small, round-tables of 15-20 professionals. As it implies, there are no competing professionals in the room. While there may be more than one financial advisor or attorney, they usually agree on specific areas of focus. Some non-compete groups are more ‘retail’ oriented, featuring more business-to-consumer businesses; others are more ‘professionals’ oriented, featuring advisors including attorneys, accountants, and financial advisors; still others are more niche, featuring professionals who all target one market (e.g., healthcare).
4) Database meetings: These are the informal meetings that you can create from your own database. By networking your clients, centers of influence, and colleagues, you are growing everybody’s network, influence, and thoughts of you. As they invite their circle of influence, your network grows exponentially. Don’t overlook this bounty in your own background; and don’t underestimate the folks that are dormant in your database. The new year is a great time to spark old relationships.