Jaimie Field – Enlightened Rainmaking

(c) Universal Pictures

Picture this:

A man named Ray Kinsella (Kevin Costner) is working in his corn field in Iowa when he hears this low, growly disembodied voice say:  “If you build it, he will come.”   This is the beginning of “Field of Dreams” (1989).  Without detailing the entire movie -  which I saw again last night for the umpteenth time and which in my humble opinion is by far one of the best movies ever made -  that phrase became a catch phrase for many years.

However, as a marketing and rainmaking tactic, which many attorneys have unfortunately adopted, it stinks.

What basically happens is this:  Many attorneys hang out a shingle (either solo or with others) and then wait for the phone to ring.  Then they complain that they have spent tens of thousands of dollars on fancy brochures, putting up a website, Yellow Page advertising, buying advertising online or in print based on the advice of a so called “legal marketing consultant” and no clients are coming in the door.

Let me start by saying this:

• I have nothing against websites – in fact, in today’s day and age it is imperative for you to have a web presence.  The first place most people will go is to the Internet to learn more about you and your firm.  What I have a problem with is spending ridiculous amounts of money for all the bells and whistles which you may not need.    The most expensive and impressive websites out there will not bring in clients just because it is on the Internet.

• I have nothing against online or in print advertising of your services.  I have a problem with advertising willy-nilly.  You need to ensure that your target market is being reached and be judicious with your advertising dollars.  We live in an age of information overload.  Years ago it was said that unless someone has an immediate need it takes more than seven times for someone to see an advertisement before it registers on their brain.  Now, it is almost 10 times.  So unless you have unlimited print/online advertising budget this can be incredibly cost prohibitive.

• And obviously, as a Rainmaking Trainer and Coach, I have absolutely no problems with legal marketing consultants.  However, you need to make sure that the person you hire knows your industry and can speak your language (and if you would like referrals to really amazing legal marketing experts who know their stuff;  who can write amazing websites, brochures, communications pieces, Public Relations, etc , I am more than happy to provide you with at least a dozen names).

What I have a problem with is the fact that many attorneys are waiting for their phones to ring.

When my grandfather began practicing law in 1928 (he practiced for 63 years) he could just hang up a shingle and people would come.  There weren’t that many people practicing law at the time.  Now, there are more than 1 million actively practicing attorneys in the US.

No longer can you open a phone book and see a short list of names of attorneys in the area.  Instead the listings go on and on.  How the heck can someone distinguish from one law firm to another?   Further, most people don’t even go to the Yellow Pages anymore.

I have said it over and over:  Rainmaking requires proactivity.

It requires you to make time in your schedule to perform the activities it takes to create relationships.

What activities and strategies should you take?  There are hundreds of actions you can undertake to obtain new clients*.  Part of that depends upon what type of law you practice; it depends upon your target market and how to reach them.  However the most important activity you can undertake is to meet more people.

• Network: Go to the places your target market will be.  Whether it is Associations, Chambers of Commerce, Online Forums, Social Media websites, any where you can find the people with whom you want to work;

• Ask for Introductions: Make a list of all of the people in your current network that fit your “ideal client” criteria.   Contact them and ask them for introductions to the people who fit that criterion.  A simple phrase like:  “Who do you know who…..” will work wonders.

• Follow –up: I have a strict rule for my business.  You will receive some sort of response to your contact with me (whether it is via email, instant message, Skype or telephone) within 24 hours during the business week.  Normally the time it takes for me to respond is much sooner but that is my promise to my clients, prospects, and friends. 

It is also my promise to me.  Within 24 hours of meeting me expect to get some sort of letter/email sent to say how wonderful it was to do so. (A post on how to follow-up most effectively with clients and prospects is forthcoming).  Even when I don’t have an answer or even the time to craft an answer to a question you will at least receive a response telling you just that.

Prospective and current clients just want their correspondences acknowledged.  They want to know that you received their voicemail, email, etc – even if you don’t have a specific response at that time.

I cannot stress the importance of being proactive.  Get out of your office, get off of your computer, come out from behind that pile of papers, briefs and legal research and start doing something to connect with people outside of your office.

*For more information on personal Rainmaking Coaching or to schedule an in-house Rainmaking Training Seminar in YOUR conference room (or at the time and location of your choosing) contact Jaimie B. Field, Esq. Some immediate dates and dates for the rest of the year are STILL available!

Who is your ideal client?  Do you already work with him or her?

Whether you do or don’t, you can create clone after clone of your ideal client (barring conflicts of interest) by taking the following actions:

1)      Write down exactly what your ideal client looks like.  Be specific.

2)      Research where these clients hang out.  Join the associations they join, be where they are as often as possible.  This can include social networks online.

3)      Communicate with them.  Most people will tell you everything you want to know about them or their business if you ask them about it.  People love to talk about themselves, their business, how they got started.

4)      Talk to your current “ideal client” and find out who they know who are like them.  Ask them to introduce you to these new people and provide the new group with information in the form of email correspondence, blog posts, and articles written.

The more often you perform these action items the more chances you will have to meet those who meet your criteria for the “ideal client”.

As always, you must be proactive.  Just waiting for the phone to ring is not going to bring you the clients you want or need.

Please use the comment section below to tell us what your ideal client looks like.

Rainmaking Recommendations are sent the first and third Wednesdays of the month.  They are bite size tips that, when implemented will cause you to make rain. To learn more about Rainmaking, Goal Setting and Achieving the Life you want as an Attorney please contact Jaimie B. Field, Esq.

I would like to apologize to my readers

First:   I had fully intended to blog more often and let you get to know me not only as a Rainmaking Trainer and Coach but as a person. As a promise to myself and to you, I will begin doing just that starting with this post.

Second:    The title of this blog is “The Enlightened Rainmaker. I had stated in the first post that in order to become the best rainmaker, to have true success and happiness, you need to have goals in all areas of your life to create balance:

• Physical & Health,

• Career & Financial,

• Home & Family,

• Social & Cultural,

• Spiritual & Intellectual

In the spirit of full disclosure, I have to tell you that my life has been tremendously unbalanced.

For the past six months, since the start of 2010, I have been concentrating solely on the Career and Financial aspects of my life to the abandonment of almost everything else. What is it that they always say? “All work and no play, makes Jack a dull boy”. Well, life hasn’t been dull but it hasn’t been yielding the results in areas of my life that should also be important.

For this particular blog, let’s chat about the Physical and Health area.

A few years ago I gained a lot of weight for me. Last year, I lost half of those excess pounds. While I have been able to keep that weight off, I have not been proactive about taking off the other half off. I have not worked out and I have not been eating healthfully. While far from being fat, I do not feel good about the way I look or feel.

How’s your Weight effecting your

Rainmaking?

Why is this part of this blog?

It’s here for a number of reasons:

• Rainmakers need to have the right image – let’s face it, as a society we are judged on our looks when we first meet others. It is important to look and dress your best at all times (dressing for success will be the subject of a future blog).

• Rainmakers need to have energy – there is enough medical and anecdotal information which shows that eating healthfully – fresh fruits and veggies, lean meats, fiber rich products – and exercising consistently will boost our energy levels. We all know how sluggish and cruddy we feel after we eat a meal of fried, fattening, sugar laden foods. Rainmakers need to have the energy necessary to not only get through a full day of work and commit to Rainmaking activities on their schedules, but also to be successful in all of the other areas of their lives.

• Rainmakers need to have a positive self image – Having high self –esteem is one of the biggest predictors of Rainmaking and business success.

However, the number one reason why we are having this discussion is, as was stated above, having balance in all areas of life is a measure of true success.

As part of my coaching services to my clients, after helping them to determine their individual goals for every area of their lives, I then hold them accountable for achieving these goals. I am giving my readers permission to hold me accountable for losing weight, getting back into shape, feeling healthy and energized by the end of this year.  I will keep you updated as well.

How are you feeling physically? Are you going to make any changes? Do you want the readers and me to hold you accountable? Write down your goals below and let’s get it going!

Not to frighten you, but this year is officially half over.  What have you done to advance your Rainmaking skills?

Do you have a written Rainmaking plan?  If not, why not?

Do you set schedule time, every day, to do at least one Rainmaking Activity?

As a Rainmaking coach and a trainer, I cannot force you to do what you need to do.  I can only motivate and educate you.   You need to find the motivation to do the tasks necessary to advance your practice.

Motivation comes from having goals.  These goals must be worthwhile to you.   Whether your goals are to make partner, earn more money, make enough to go on more vacations, create a life that you are looking to create, or whatever reasons you may have, they have to have meaning to you.  

Just use the oft-quoted acronym:  SMARTY when determining your goals:

S = Specific:  Be very specific about the goals you want to achieve

M=Measurable:  Can you put a number or some other measurement to this goal?

A= Actionable:  Is this something that you can take action on?

R = Realistic:  Will you be able to achieve this goal?  If a goal is not realistic you will have a tendency to beat yourself up if you don’t achieve it.

T = Time Bound:  Your goals must have a deadline.  If they don’t then it becomes only a dream.

And

Y = You:  Is it YOUR goal or is it a goal you think you should be accomplishing because someone else thinks you should.  This is a surefire way to have a goal languishing because you will NEVER have the motivation to accomplish it.

It’s not too late this year to start.  Start by writing down your goals and then motivate yourself to accomplish them.

What’s your motivation?  Use the comment section to tell others how you motivate yourself to achieve your goals.

Rainmaking Recommendations are sent the first and third Wednesdays of the month.  They are bite size tips that, when implemented will cause you to make rain. To learn more about Rainmaking, Goal Setting and Achieving the Life you want as an Attorney please contact Jaimie B. Field, Esq. If you want them sent directly to your inbox sign up at Marketing Field.com