In addition to speaking at conferences and events, putting on educational workshops is another excellent business-building tactic. There are many applications for this. You can offer workshops to current clients as a value-add, and it’s a great way to strengthen your relationship. It’s also and excellent way of building more relationships in your prospects company or organization. One of the reasons I like this tactic so much, is that you’re not asking your contacts for anything. You are providing them with valuable content and knowledge.
The final installment of this three-part blog series is all about “Where is your target market?” If you know who you wish to serve and what kind of practice you want to build, then the next question to ask yourself, is “Where are potential clients and referral sources?”
This question is easy to answer. Ask your current ‘ideal’ clients and best referral sources, “Where do they hand?” In other words, what associations do they belong to? What events do they attend? What publications do they read? if you want to find more of them, start with them. They will tell you everything you need to know about how and where to market yourself to your target market.
The fastest way to encourage everyone on your front line to take part in business development is to incentivize them. Offer bonuses, and perks. I am aware of some firms that offer this to their law clerks as well as management. Everyone on your team has the potential to bring in more business. And the more people you have bringing in business, the more successful your firm or company will be.
On a call with one of my clients this week he wanted to know how to best meet the decision makers at an up-coming event. He told me that he had good relationships with more junior types. I suggested he leverage those relationships by asking the ahead of time if they would make the introductions.