Business development for $5.44 and the cost of a phone call

In these trying economic times, my clients are looking for less expensive ways to stay in touch with their clients and prospects. Here’s a low cost idea that has worked for several of my clients.

Invite a client or a prospect in another city to get together for a “virtual” chat. Set up a specific time to talk (and a limited duration for the call). Send them a $5.00 Starbucks gift card (that’s where the $5.44 comes in). At the appointed time, call. Check in on what is going on in their professional and personal life. It’s an easy, efficient and effective way to stay on their radar screen and to build your relationship.

Inspiration from a client

I learn so much from my clients! Below is a pearl of wisdom that one of them shared with me last week.

This process (meaning: developing a book of business) is really one of taking "baby steps". The analogy you made about running really resonated with me.

Three and a half years ago, I was so incredibly stressed at work that I was unable to sleep and so I began taking walks in the morning to organize my thoughts and turn some of that negative energy to good use. After a couple of months, I actually found myself running, though at the time I could barely run a half mile. I began running longer distances. At first, I had no clear goal, just the need to burn anxious energy, but then I found I wanted to run longer and faster and I began to use the runs on a regular basis to think about work and get into shape.

Sometimes I was so busy I couldn't run, and for awhile I was injured, but instead of giving up I just did what I could and always went back to it. My expectations for myself started out very low, but I kept adding and improving. And three weeks ago, I completed my first half-marathon in 87 degree heat at a very good pace.

I think this business development stuff is like the running. I am starting slow and small, with limited expectations, just working to build up relationships and get into the habit of reaching out, contacting, following up, using opportunities, and being as helpful as a I can to colleagues, friends, others, without knowing how or if it will necessarily work. And it is already getting easier. Also, as with running, I am starting small with low-hanging fruit (friends v. just a half mile...), and will build from there. I think it really helps to follow your advice of doing what comes naturally, but working on it from a more disciplined perspective, and of keeping expectations realistic.

I hope you are as inspired by this story and analogy as I am.

National Association of Women Lawyers

I am a big fan of the work of the National Association of Women Lawyers. They're doing some great programming for women lawyers at all stages of their careers (and I say that not just because they have invited me to speak at a number of their programs!).

They are holding their annual award’s lunch in New York City on Thursday, July 23 at the Waldorf. For further information, please visit NAWL Annual Luncheon (And yes, I will be making a presentation on marketing in these difficult economic times from 3-5 pm that day as part of this program).

And while on the subject of NAWL, consider being listed in the NAWL Directory of Women Lawyers and Women-Owned Law Firms. It is a helpful guide for anyone seeking to locate women lawyers and women-owned law firms throughout the US. It is distributed to many in-house departments, as well as NAWL members. For more information, contact nawl@nawl.org.

The Art of Making Rain in Volatile Times

I will be presenting “The Art of Making Rain in Volatile Times,” for the Women Lawyers Association of Los Angeles on May 7, 2009. This program is sponsored by Bingham McCutchen, LLP.

For more information, please visit the WLALA website.

Recycle!

No - this is not another message about “being green”, rather, it’s an idea for getting more “bang” out of your marketing initiatives. Look around. Is there something that you have already produced that could be repurposed for a different audience?

Is there a speech you gave that could be converted into a checklist that you could send to your clients and prospects? Is there an article you authored that could be posted on your firm’s website? Is there a memo that you wrote for a client that could be redacted and shared with other clients?

Every time you prepare a memo, write an article or give a speech, think about how you can recycle it to reach a broader audience or use it for another “touch” with clients and prospects.

Join me in Washington, DC

Will you be in Washington, D.C., on April 30? I'll be speaking at an event hosted by the National Association of Women Lawyers. My topic will be "Bringin' in the Rain: 7 Habits of Successful Women Rainmakers."

The event is being held from 6 p.m. to 8 p.m. at the offices of Jones Day.

51 Louisiana Ave. N.W.
Washington, D.C.
Register by e-mailing mailto:urbanl@nawl.org.

Bringin' In the Rain: Interview

Join me on a teleconference on Thursday, April 16, at 4 p.m.
(Eastern Daylight Time). Ellen Ostrow of Lawyers Life Coach will be interviewing me about my book "Bringin' In the Rain." To participate, send an e-mail to Sunny@lawyerslifecoach.com with Bringin' In the Rain in the subject line. You'll receive a return e-mail with call-in information and instructions about how to participate.