Lead a workshop at the office of your contacts.
Speaking engagements are a proven marketing strategy to get new clients. You may be invited to lead a session at a professional membership organization. You may also create your own event by recruiting a contact to host a meeting at their office and have that person invite their colleagues.
As an example, I advise attorneys with a solo practice or at a small law firm. Occasionally, they have a noteworthy case that merits news coverage, and they may use that strategy to put pressure on defense counsel. This is generally a short-term project; they do not need my services often enough to hire me on a retainer basis.
Solo attorneys are usually members of networking groups; perhaps Sandra handles Elder Law, Khadija focuses on Trusts and Estates and William has a Real Estate practice. They meet monthly and make it a point to refer business to each other.
Recently, I reached out to more than 50 attorneys with solo or small practices. I suggested that by having me lead a workshop How YOU Can Be the Attorney Reporters Call, they would accomplish three goals:
- learn the skills to introduce themselves to reporters and raise their profile in the media to attract more clients;
- enhance their leadership status among their peers by providing them with access to a resource like myself;
- have fun, as I offered to bring a cold six-pack of beer to the meeting.
Subsequently, I led a workshop on media relations for eight attorneys at which a lively discussion ensued. After the presentation, their feedback indicated how much they had learned from the session and that they would keep me in mind for future newsworthy cases.
This workshop or traveling classroom approach has helped me expand my network, which will continue to grow as these new contacts share my offer to lead future workshops with other colleagues.
This Month’s Tip
Look beyond the membership of a professional organization and the four walls of a classroom to teach a workshop. Develop an interactive session and offer it to your connections for their professional development and that of their peers. At this contact’s office, you’ll collect their colleagues’ cards and their appreciation.
Is it time for you to step to the front of the room? What topic would you prepare for a workshop attended by potential clients who might be willing to introduce you to their networking peers? Let’s consider possible subjects and attendees. Contact me at 212-677-5770 or email at firstname.lastname@example.org.
Thanks to Chad Young for hosting the workshop.