Hate Selling? Legal Business Development Book Offers Great Advice for Any Industry

latblogo

Book Review of Julie A. Fleming’s The Reluctant Rainmaker: A Guide for Lawyers Who Hate Selling

“The best time to begin business development activity is several years ago; the next best time to begin is now.”

A rainmaker is someone who brings in new clients. Though the term is most often used in the legal profession, every business needs rainmakers among their staff to ensure company success.

Written as a lawyer’s tool for business development, The Reluctant Rainmaker by Julie A. Fleming provides helpful insights for anyone who knows the necessity of putting himself or herself out there but is wary of marketing. Fleming offers both broad advice and a multitude of specific suggestions supported by real-life examples.

latbbookThe book has three major themes:

Plan, plan, plan: Whether planning your entire business development strategy or just which social media platforms to use, it’s important to consider what your goals are, what your acceptable investment-to-payoff ratio is, and which activities will best help you achieve these goals.

Fleming shares the example of a lawyer who spent fifteen hours writing and revising an article, only to discover that it wasn’t the right fit for any periodical. After revising it, he was able to get it published by a journal that his target audience didn’t read or respect. If, instead, he had researched which periodicals his target audience read and respected, studied what kind of articles those periodicals published, and then wrote his article to match those guidelines, he would have had much better results.

Don’t sell; build relationships: Much of business development is networking. When talking to clients and potential clients, meeting new people at networking events, and connecting online, it’s important to talk to them as people that you are interested in relating to and learning more about, not just pushing your products and services on them.

Further, Fleming states that your best bet for future clients are current clients and past clients. People who have already bought from you and already know your products or services are far more likely to be interested in buying again in the future than a stranger who is unfamiliar with you and your work–and these are the people who will be most happy to refer you to others. Therefore, most of your focus should go to retaining these clients rather than pursuing new ones.

Do what works for you, not what works for others. Each company, as well as each individual, must consider their own brand, target audience, and personality, not just assume that what worked for someone else will also work for them.

Fleming details twelve rainmaking activities to use to achieve your goals but suggests only implementing three to five of these at a time. This will allow you to invest fully in each. After researching the options, you need to determine which three to five activities will return the best results for you based on your target audience and brand.

The book ends with a section on time management, which I found to be especially useful. Fleming suggests separating tasks into four quadrants:

Urgent and Important: These are essential tasks that must be done immediately, perhaps because of a looming deadline. While working in this quadrant may cause you to complete tasks much more effectively, it also tends to be very stressful and may result in a lower-quality end product.

Not Urgent but Important: These are essential tasks that must be done, but that you have more time to complete. You may have less motivation to complete these because there is not an immediate deadline. While these tasks can be done at any time, Fleming recommends completing these tasks before they develop into Urgent and Important tasks because it saves you stress and tends to result in better-quality work.

Urgent but Not Important: These are tasks that must be done immediately if they’re going to be done, but that aren’t especially important, such as answering the phone or attending a networking meeting with few potential contacts. It’s good to do these because they may result in important work–that phone call may be from a prospective client–but if you find yourself spending too much time in this quadrant, then you should consider reallocating your time to more important tasks.

Not Urgent and Not Important: The final quadrant is one that people often find themselves in when doing social media networking. They get absorbed in chatting on Twitter, regularly updating their Facebook page, or tweaking their LinkedIn profile. If you realize you’re working in this quadrant too much, immediately look for different tasks to accomplish.

Fleming also advocates shifting your schedule to optimize the times you work best, resulting in more effective work rather than more time working. This could mean blocking off two hours in the morning for completely uninterrupted work, working in seventy minute blocks with ten minute breaks in between each block, or doing lunch meetings instead of morning meetings because at lunchtime you’re more awake and alert. By working with your natural rhythm rather than against it, you’re able to increase efficiency while working fewer hours.

Though not a lawyer myself, I found many useful tidbits in The Reluctant Rainmaker. Fleming’s detailed suggestions and real-life examples provide a comprehensive guide on how to build relationships, bring in new clients, and revitalize your work life.

Purchase a copy of the book today or visit Life at the Bar for more information.

Note: While author Julie Fleming is my client, she did not pay me to review this book nor do I get any commission for recommending it.

michelle

    07 Jun

    The Key to Your Online Success

    Whether you are in the market for a new car, planning your next vacation, getting your dose of the daily news, or researching an expensive purchase, most likely you...

    10 Jun

    Frequency Marketing Tips

    Tips to keep in mind when creating a frequency-marketing program: Be creative Find the most effective way to bring revenue into your company while satisfying the customer Survey customers...

    12 Jun

    Email and Social Media Spending Expected to Rise

    According to a May 2008 eMarketer report, social networking and email spending is expected to increase in the next three years. The survey, conducted by Eloqua, reports that: 74% of...

    13 Jun

    Why Hiring a Ghostwriter is Beneficial to Your Marketing Strategy

    Ghostwriting is extremely beneficial for any business. Ghostwriters will take your idea about a book, article, or blog and write a clean and thorough form of this idea on...

    16 Jun

    A Credo of Values Is Essential in Any Successful Business

    One of the greatest strengths a company can utilize in order to gain new customers and keep current ones is through strong company values and a clear credo. Websites...

    23 Jun

    Drive Traffic With an Ezine

    Ezines are a great way to drive traffic to your website. Writing ezines can establish credibility because it shows your target market the span of knowledge you have toward...

    04 Oct

    Economic Crisis: How to Succeed in Difficult Times

    Recent economic scares have placed fear into the minds of all business owners, big and small. It’s important during these times to think positively and put your best foot...

    04 Nov

    Ezines and Free Reports: Powerful Marketing Vehicles

    Sharing free tips and information about your industry to consumers is a great way to illustrate your professional expertise. Reliable information and tips can benefit consumers’ lives, helping them...

    12 Nov

    Interactive Marketing Spending: The Future of Marketing

    According to a recent Forrester Research study, interactive marketing spending will more than triple by 2012, reaching a high of $61 billion. Interactive media is an extremely beneficial vehicle...

    09 Apr

    The Best Marketing Tip I Can Offer

    Things, they are a changing at Michelle Salater Writing & Editorial. As our clients’ needs and wants change, so is our company. And we couldn’t be happier with the way things...


    Leave a Reply

    Your email address will not be published. Required fields are marked *

    Comments

    Jalen Davenport 5 hours ago / Reply

    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Jorny Alnordussen 6 hours ago / Reply

    Gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Marcus Farrell 7 hours ago / Reply

    Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..


    Post a Comment

    Your comment was successfully posted!

    Search This Blog

    Download Your 42-Point Digital Marketing Checklist

    Categories

    Latest Tweets

    Follow @writtenbysumer on twitter.

    We Recommend

    [wp_social_sharing social_options='facebook,twitter,googleplus,linkedin,pinterest,xing' twitter_username='arjun077' facebook_text='Share on Facebook' twitter_text='Share on Twitter' googleplus_text='Share on Google+' linkedin_text='Share on Linkedin' pinterest_text="Share on Pinterest" xing_text="Share on Xing" icon_order='f,t,g,l,p,x' show_icons='0' before_button_text='' text_position='' social_image=''] Close