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| April 10, 2008 | ||
| Developing A Collection Practice: Networking, Series 4 of 7 | ||
Successfully Networking Your Practice One of the consequences of getting older is finding myself being approached by younger attorneys with practice questions. It is to that group this article is primarily focused. One of the more frequent inquiries is "How do I develop a client base and market my practice?" I suppose there are many answers to that question, but my answer is very simple and is based upon my own experience: learn to network and network specifically within the context of trade or professional groups. Many years ago, I asked that same question of a senior attorney and mentor of mine. His answer subsequently became mine: "You need to start going to meetings and you need to meet people." In line with his suggestion, I attended the first such meeting many years ago in New York City. The meeting was overwhelming in the sense that I knew no one other than my mentor who was very active in the group. As a result, he really didn't have much time to "show me the ropes." I was simply told go to the hospitality room and "network." I didn't know the first thing about networking. It seems like only yesterday that I walked into the room, through the first door on one side of the room, across the hospitality room, and out the door on the other side of the room. I went right to the elevator and back to my hotel room. After throwing some cold water on my face, I said to myself, "You can do this." I went back into the room and I walked up to the first person I saw standing by himself and said "hello." What is the lesson from my experience? One aspect of networking within an organization is just being willing to put yourself "out there" and being willing to say hello first. Networking at its Essence is Simply Communicating You shouldn't approach a person with any expectation other than getting to know them. You also shouldn't expect that this one particular contact would turn into a business relationship. Maybe it will; maybe it won't. But it is not likely to happen during the initial contact. If the time seems right, ask the person for a business card and follow up that communication with a simple note when you get back to the office. Simply mention that it was nice to talk to the person and that you hope to see him or her at future meetings. Relentlessly pursuing the person with calls and pushing for a quick fix is not a good thing. Sometimes relationships take years to fully develop. You will see the person again and a relationship will develop. Maybe you will achieve a friendship. Oftentimes your friends become your best salesmen. Some of Our Largest Clients Have Come from Referrals
I have heard some of the "old timers" say that they try to meet two to four new people at each meeting. While that is not an unreasonable goal, I believe it's the quality of the relationship not the quantity that matters. It is better to meet and get to one person well than it is to have only a casual encounter with many.
Get Involved! Volunteer What should you volunteer to do? Well, that depends on the needs of the group and on your own strengths. Sometimes taking on a job no one else wants will get you recognized. That is one approach to consider. Many practices have been built on yeoman's duties. Another approach may be to do something in an area in which you have skills or want to gain experience and knowledge. Public speaking is a great way to get involved and gain recognition. Not everyone relishes getting up in front of people and presenting. I personally don't think it is a skill that is in everyone's comfort zone; being a public speaker can be uncomfortable. A good friend and mentor pushed me into public speaking. It was uncomfortable but it wasn't so bad. After a while, it got easier and I actually came to enjoy the experience. Another way to volunteer and to get involved is to write articles for newsletters and publications. Organizational newsletters are always seeking quality content. You don't necessarily have to write about some scholarly topic. Sometimes articles about a practice tip or an event in your state is the best topic. Of course, if you can write a scholarly piece, editors will certainly welcome your participation. Lessons That Come from Being Involved What is the lesson of involvement in committee activities, public speaking, and writing for association publications? The answer is simply recognition. If you are recognized, you gain credibility; having credibility means more business opportunities.
One might ask: "Is joining more than one organization a good thing?" My answer is "yes," with some reservation. You can join multiple groups but it is very hard to get fully involved in more than one or two groups. Don't over commit! You may drop a ball and let folks down. In doing so, you lose that credibility you have been working so hard to gain. You don't want to be known as that guy who let the group down. I belong to several groups. I am very involved in one, less active in another, and simply a member of the others. Build Relationships In those groups that I am less involved, my primary involvement is centered on relationship building, the subject that I started out discussing in this article. Being a member of other groups allows you to communicate with a more varied membership mix and that can be very good for your personal and professional growth. You will broaden your base and make yourself more visible which will have a positive effect on business development. When checking out your networking options, be sure to check out the following groups: ACA, CLLA, DBA, IACC, NARCA, NASP. Each has a national reputation and a particular focus. Becoming part of an attorney referral service, such as The National List of Attorneys, is an invaluable way to network and develop business leads. The organization is affiliated with all major networking and relationship building resources and in addition to its varied and rich offering of services, provides an attorney referral service for creditors, collection agencies, debt buyers, and collection attorneys. Reciprocate I would like to leave you with a final thought related to networking within an organization: providing reciprocal networking opportunities to other folks. If you want to network successfully, you have to be willing to help others network. You will have opportunities; in fact, you should look for opportunities to introduce others to people and business opportunities. Plan a dinner or just point out an opportunity to someone. I make a point of introducing other debt collection attorneys to creditors and collection agencies with which I have relationships. Remember, introductions are taken seriously so be careful to limit those introductions to people of substance. Also keep in mind that relationship introductions should not be limited to other attorneys only. I have had opportunities to introduce vendors to customers and collection agencies to creditors. The circle is complete. People will remember you and will reciprocate. Networking can be extremely rewarding both financially and personally. If you are new to the practice, start building your business today by getting involved and being willing to say "Hello" first. It all begins there and grows from there. Ask an old timer; they know.
David R. Gamache, is a principal in the St Louis, Missouri law firm of Gamache & Myers, P.C. David is currently the President-Elect of the Commercial Law League of America and Co- Chair of the Consumer Collection Committee. He has held numerous positions within the CLLA including: Chair of the Creditors' Rights Section, Chair of the Midwest District and served several years as the Chair of the FDCPA committee. Also, David is a member of NARCA, IACC and a Map Member of the ACA. He has written and lectured for a number of associations on topics including: Collection Law, FDCPA, Empowerment and Creditor Liability.
Mr. Gamache can be reached at Gamache & Myers, P.C., 1000 Camera Ave., Ste. A , St. Louis, MO 63126, Phone: (314) 835-6600, Fax: (314) 835-6604 or via email at davidgamache@gmcollects.com.
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