Rainmaking

George Catlin (1796-1872), was a self-taught artist who gave up the legal profession to devote his career to painting Native Americans in their native land. "Rainmaking Among the Mandan", depicted at left, came from his studies of the Mandan Indians during the 1830s.

In modern times, "Rainmakers" are super-networker, law firm partners, who contribute to their firm's success by building relationships in the industry, and within their community. In the February issue of Partner's Report, a trade journal for the legal profession, the 10 Rules of Networking are outlined.

1. Establish networking goals. Create a Most Wanted list of 12-15 clients who could make an impact upon your business. Collect ideas, referrals, and support.
2. Prospect proactively. Research the prospective clients on your list using industry lead services, company reports/newsletters, the Internet, inquiries at industry events, etc. Find out who the decision makers are and what they like to do, lifestyles, long-term goals.
3. Prospect and qualify leads. Collect business cards from everyone you meet. Make a note on the back about the contact and what you want to remember about that person, or firm. Evaluate each contact. Figure out how you can help them, and what they can add to your own network.
4. Work the market. Join professional associations, industry groups, alumni associations, and civic organizations. To maximize contacts, join a committee and become active by writing, speaking, teaching or mentoring. Develop an "infomercial" that quickly summarizes your firm, and your own experience.
5. Give more than you take. Add value to bring in value.
6. Stay in touch with those already in your database. Scan the news for reasons to call, send out your firm's newsletter, special-interest articles, or notes acknowledging personal milestones and achievements. Contact at least quarterly.
7. Take 15 minutes. Making just two cold calls daily to people not in your database adds up to 500 new contacts per year.
8. Maintain a positive attitude. Develop an end game, and focus on that.
9. Follow up! Follow up! Follow up! You need to follow up each contact with a personal note or brief phone call within 10 days of the initial meeting. It often takes 5-6 contacts or touches to develop any level of trust.
10. Let others know what you're doing. Issue a monthly report that summarizes your networking efforts.

Lastly, contrary to popular wisdom, effective "rainmakers" are made...not born. Even if you are not a natural born schmoozer, you have the basic skills needed to build a network, and profit from these contacts.

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