47. Unlocking the Power of Authentic Connections: Business Development Strategies for Private Practice Lawyers

Ever struggled with business development? Don't panic! This week's episode is here to guide you on how to authentically develop your legal business and build genuine connections with clients.

We strip away the misconceptions surrounding this vital aspect of your career and reveal how it can impact both your personal and professional life.

Join us as we share practical tips on connecting with potential clients without expecting immediate returns, and learn the significance of being intentional in your networking efforts.

You'll see how making business development a habit can not only boost your confidence but also help you establish a strong personal brand, setting you apart within the legal industry.

So, tune in and uncover the power of authentic connections - a must-listen for any lawyer aspiring to build their personal brand within the legal industry.


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Website: https://marijaduka.com/

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Transcript

Marija: 0:06

Welcome to the Career Confidence podcast, the podcast for driven lawyers wanting to step out of the traditional path and build fulfilling and purposeful careers. I'm your host, maria Dukar, legal counsel and career coach, helping you navigate your career with intention and confidence. In this podcast, we don't show away from having real conversations about topics that matter to us. Driven AF go-getters From manifesting your dream career, negotiating the salary you deserve, creating your personal brand, knowing when it's time to pivot. We cover these topics and so much more. You ready, let's dive into today's episode. Hello, my friends, i hope you're doing well and welcome to another episode of the Career Confidence podcast. We are back with a solo episode this week and today we are talking about business development tips for private practice lawyers. Now, before you cringe or you get scared and you turn off this podcast because you don't have the best relationship with business development, please stop. Please don't do that, because I believe that I will change your mind after you listened to this podcast episode on how you view and how you approach business development And, to be honest, i don't even love using the word business development. At the end of the day, business development is all about building genuine relationships with other people. It's exactly as simple as that sounded. Now I believe there is a negative connotation around business development because it's been made to sound like this big, extravagant thing, taking people to expensive dinners, playing golf and asking for the sale straight away. It is not like that and it doesn't have to be like that. That is probably the old school approach to business development, and I mean, depending on where you work, some firms maybe teach that way of doing business, but yeah, i don't believe that it has to be full on and scary and be seen as like this salesy process. So what is business development? My definition of it, as I mentioned earlier, is building genuine connections with people. We are human beings. It is natural for us to build connections with other people that we like, that we get along with, that we have things in common with to be in this community. That is within our human nature generally. So that's how I like to view business development. Now, of course, it's got that extra layer of you know, if there is that opportunity to then sell your services and that other person, company, business, whatever it may be benefits, then that is fantastic. That is the best result you can possibly get. But I believe in starting any business development relationship as just a conversation between two people connecting on similar things and going from there doesn't have to be making the sale straight away.

Marija: 3:46

In this episode, i'm going to go through some tips on how you can business develop authentically, or build genuine connections with other people, in other words. But before I dive into these tips, i want to touch on why it is important to have business development front of mind and to make this a habit for yourself. So I'm guessing, if you are listening to this episode in particular, you are probably a private practice lawyer. If you're not, that's okay. A lot of these tips and what I'm going to be talking about and sharing will apply to you too. It applies to essentially anyone wanting to create connections within the industry and build their personal brand, get themselves out there and eventually be able to benefit from that, whether if it's selling your services or having someone refer work to you, whatever it may be, this can be used for essentially anyone that is within the legal industry. However, with that being said, we are primarily focusing on private practice lawyers, given that they have multiple clients and business development is generally part of their role. Okay, so why is it important? Okay, i guess the obvious answer from the firm's perspective is to make money. You get yourself out there, you meet people, they become clients, they make money for the firm. That is the obvious answer.

Marija: 5:28

I want to go a layer deeper and discuss why this is important for you, both on a personal and professional level. Let's start with personal. From a personal perspective, you are building connections with other people that can become friends, that can become clients, and It feels good to be able to make friends in the industry and to be able to bring in work for the firm as well. Is that sense of fulfillment? is a sense of accomplishment, like you Progressing in your career, and that feels good, right. So from that perspective, it gives you that feel good feeling. It also increases your confidence. Increase your confidence because you are putting yourself out there, you're speaking to different people, you are making connections. The more you do that, the more you build that confidence, rather than sitting there going on I can't do this and stopping yourself from doing that.

Marija: 6:33

And on another level both, i guess, personal and professional, because this touches both is building your personal brand. The more you connect with people, the more you put yourself out there, put your services out there, what you do. We are passionate about all of that. It is getting your name out there, so you start to build your reputation in the industry, which is a form of building your personal brand. Now, this is fantastic personally because, again, it makes you feel more excited and fulfilled about your career. And then, from a professional perspective, it makes you stand out in the industry because maybe Some other lawyers might not be doing what you're doing, they might not be putting themselves out there, and so when it comes to crunch time, when a potential client is thinking of giving work to someone, they will naturally think of you because you have been putting yourself out there, you've reached out to them, you've connected with them, you built that relationship so you'll be the first person on their mind.

Marija: 7:40

So it has so many on flow, results and effects from Simply starting with that conversation with someone else. And then, lastly as well, it helps obviously with progressing your career, getting that promotion if you're wanting to move to another firm or move In a different industry. Within the legal profession, it helps to know people, helps to have people on your side as well. So this is Important also in terms of promotions. You're obviously bringing in work, so that helps the firm make money, which helps you to be able to build that business case on your promotion in future as well. So there are so many on-flow effects benefits, both personal and professional, on why business development is important and why I believe all lawyers should be doing this and having it at the forefront of their mind.

Marija: 8:41

Now I'm fully aware, particularly being a coach putting my coaching hat on that. We are all different. We have different experiences, different strengths and different approaches to how we connect with other people. So being self-aware is really important before you embark on business development or connecting with other people and figuring out what method works best for you. Now, for some people, they prefer to just reach out straight away. Let's grab a coffee and all of that. That may work for some people. Other people, that might be too daunting for them. So for others, it could be starting to comment on people's LinkedIn posts and building a connection that way, in a more informal and softer approach. There's nothing wrong with that. Other people love going to networking events and approaching people directly in person. So there is no right or wrong in terms of how you approach business development. It is very different for every person And I don't want you to feel, as you're listening to this, that you have to do it one way or you won't be successful at it.

Marija: 10:01

Please don't believe in that lie, because it's not true. You find a way that works best for you, whether if it's online connection, whether if it's going to events, whether if it's emailing or direct messaging people and asking them out for a coffee. The approach is up to you That works best for you. However, the tips that I will be talking about in a moment are essentially things that are really important to consider and that underpin the whole process of business development. So, no matter what method you choose to conduct your business development, in that these key concepts and key things that I'm going to be talking about in a moment are things that I want you to have a think about and keep coming back to when you're in the process of connecting with people with the goal to eventually work with them.

Marija: 11:03

Now, my first tip is be intentional about who you connect with. So there's a few things I want to talk about under this topic of being intentional. So, firstly, know your business well. So know the services you're providing, the type of clients that your firm does work for Yeah, so, essentially, know the ins and outs of your business and how you will be able to assist and fill in a gap for someone That's important. When you know that really well, then you can tailor your connections to what essentially you're able to do, the type of work you're able to do.

Marija: 13:08

And another way of being intentional and these are some practical ways that you can do this is, firstly, start with who you already know. So who are you already connected to on LinkedIn or in real life that you can think of? that is a natural connection that you can simply approach and say you know, let's grab a coffee, let's catch up. I want to know where you're up to that kind of conversation. So start thinking about people that you already know. Another way of being intentional is looking at your LinkedIn connections, or even people that might come up on your feed. Is there someone that you feel drawn to, that you would love to work with, that you would love to provide your services to, that? you can see a natural connection to them. You might have something in common with them, particularly if they're, you know, active on LinkedIn and post. Perhaps they might have like a dog and you love dogs or something, or they might be talking about work-life balance, and you can then plug in and have a conversation to them about that, because that might be something that you're really passionate about. So the key thing there is when you are looking at your connections and thinking about people that are already in your circle.

Marija: 14:32

Then The next part is thinking about, well, what's that natural, genuine connection you have with them outside of work? It doesn't have to be that black and white of like, oh yeah, they're this type of client, i can do the work for them. So, yeah, i'm just going to approach them and tell them that I can help them. No, no, no. Take a step back, take a breather.

Marija: 14:54

Think about how you can connect with them on a human to human level first, and if you're attending an event, have a look at the speakers. See, you know, if you resonate or find a connection with any of the speakers and if you are able to provide value and work to those speakers. That's a great way to being intentional before you attend an event. So then, when you attend the event, you have the intention of meeting them and introducing yourself to them and making that connection in person Before you attend the event. It's even great to start following them on LinkedIn unless you already do so And seeing what they're all about and what they're posting about and what their interests are, and making again that connection before you even attend the event and introduce yourself in person. See how it's important to be intentional because then, when you meet them, you can have something to talk about in a natural way, without going like, hey, I'm Maria from XFirm and we do this type of work and I'd love to work with you, like straight away, like there are so many other ways you can make a connection without having to talk about what you do and your services from the get go.

Marija: 16:07

And on the topic of events, if you have already been talking to some people and you have built connections and you feel like they will get something out of that event, reach out to them and invite them to the event. That's another great way that you're one, adding value to them because you feel like they'll get value from this event. And two, another way that you can connect with them in person and build that relationship. So my second tip leads on from my first tip. So the first tip is all about finding that genuine connection and being intentional about who you want to. You know, build that connection with.

Marija: 16:47

My second tip is reach out and start talking to people without any expectation, so not going into a conversation with the expectation of getting something from them, but rather leading with value. What can you provide to this person without any expectations of receiving anything in return? And again, it doesn't have to be, you know, directly related to work. It could be something as simple as and I know you're going to laugh at this, but honestly, like it could be something as simple as knowing that they have a dog and they might be going on holidays and recommending, you know, a dog sitter to them. Do you know how helpful that is? If someone recommended a dog sitter to me, i'd be like that is adding value. I really appreciate that, you know, because I love my dog. She's my baby And if you can recommend someone that is amazing and going to love my dog just as much as me, then you know I really value that.

Marija: 17:42

Now, i know that sounds silly, but what I'm trying to explain with that simple example is one really getting to know someone and their interests and, yeah, like what they are interested in outside of work and then offering value in a simple way like that. It just shows that you know you're going above and beyond and that you actually care about the person rather than just getting work from them. And it doesn't have to be a dog walker example. It could be even, perhaps referring work to them or introducing them to someone else that they may need. I don't know, they might need an account or something and you've got a really great account and they can introduce them. It could be anything like that.

Marija: 18:27

So, yeah, don't overcomplicate it. You know, when you lead with value, it is just this natural thing of like oh yeah, i know someone I can help with that, i can recommend someone. Or maybe it's something that you're able to offer them. Like, for example, you might have a blog and you're like you know, i'd love to feature you on my blog, i'd love to feature your business on my blog, because I really like what you're doing, i really like what it stands for. So these are just very simple and just off the cuff examples of how you can just simply add value to someone and without the expectation of receiving anything in return.

Marija: 19:09

And also, just don't be afraid to reach out to people. So many people love connecting with others, you know, especially when it is a genuine request. So reaching out saying you know I love that you do X, y and Z, or I've really aligned with what you're doing here, can we grab a coffee and just chat more about that? You know, i'd love to know more about what you're doing with this and just showing interest in someone in a genuine way can really go a long way. It really really can.

Marija: 19:41

And something I want to mention to not do whilst I'm talking about reaching out to people is don't send someone a DM talking about yourself and why you're so amazing. Like no one gives a shit, especially in today's busy, distracted society. We're all too busy to be getting those cold DMs or emails. People just delete it or they just ignore it. So that's why I'm really harping on about when you reach out to people, make sure that it is leading with value and having no expectations and making a genuine connection, like showing that you actually went above and beyond to you know, look at their profile and see what they're interested in and see what they value and see what business that they run and how that might align with you. That's what's important, like always remembering that there is a person on the other side of that screen and they can read through your bullshit. If you're simply just making that cold DM approach, no one likes that, so don't do that.

Marija: 20:48

My third tip, which flows on nicely about when you are reaching out to people without any expectation of leading with value, is being curious and listening to their pain points. So this tip, you know, comes into play when you actually meet with this person. So when you meet with them, listen, listen to what they're saying and it's in like the nuances of the conversation that you can pick up on. Actually, it looks like they're struggling with that or you know they need more assistance with that. When you're curious and you actually listen to someone when they are talking, you can pick up really quickly on what type of assistance they need and that way you can then go back And be like okay, well, i can actually assist with this, this and this. I can genuinely provide value here. So then, when you're eventually going to tell them about your services and Open up the invitation for them to work with you, you are actually addressing their pain points and they're more likely to be intrigued and curious and want to work with you, because You actually understand exactly where they're at and where they want to go and you can fill that gap to help them move forward In their business or with the legal issue that they may have.

Marija: 22:16

Tip number four and this is something that my business coach has taught me and constantly half done about, which has actually really helped me both in my coaching business And in my business development as a lawyer and that is the fortune is in the follow up. I'm just gonna repeat that again the fortune is in the follow up. People are busy. They are not going to be sitting there thinking about you and thinking I need to reach out to them, or they might be. They might be thinking I need to reach out to Maria, but they get distracted because everyone's busy. They might be planning for a holiday or Everything is happening in their life all at once.

Marija: 22:59

So don't be afraid to follow up with someone. So reach out again. You know the relationship doesn't end At that one catch up, you know. Follow up and say I'd love to catch up with you again. You know, is there a time that works for you this week and you can go from there? What if you feel like you really can address their pain points and that they need your service, like very, very soon and you can clearly communicate how you can assist them. You can reach out and say hey, really love catching up with you.

Marija: 23:32

The other day I noticed, you know, as you're speaking, that at the moment you're struggling with X, y and Z. You know, i'd love to be able to assist with that by providing a, b and C. You know, let's catch up another time when you're free in the next couple of weeks And we can discuss this further. I'd love to be able to assist you to help move the needle forward in your business or to help alleviate that legal problem that you have. So see how that is so much more genuine than just approaching someone coldly, not knowing what issues they have or anything about them, and providing this cookie cutter, copy and paste DM or email that does not connect with them at all, whereas, like this, you've actually gone to the effort to really get to know this person. You've listened to them, you've become curious, you know what their pain points are And when you are at that point of knowing their pain points so clearly and that you can actually assist them, you are providing a service in being able to offer how you're able to help them and I'll be like oh yeah, actually we are looking for someone that can help us with this. You know, all let's chat about this more, you know, when you see a genuine problem that needs to be fixed.

Marija: 24:48

People want their problems to be fixed and yet if you have that solution, then fantastic. So always remember to follow up, whether, if it's for another catch up to again. You know, get to know them more and just build that, continue to build that relationship. Or another catch up to discuss more about your services, because you know at this point that your services will truly help this person. So, yeah, follow up. Don't be afraid to follow up, because people are busy and they're not just sitting there twiddling their thumbs and they'll probably be grateful that you follow them up And the worst thing you can get is is a no, or I'm too busy, or I like I don't want to catch up with you. Who cares? at least you tried, right. Generally people do want to continue that relationship and if someone is having a genuine problem legally you are and you're able to help them, then fantastic. They want you to be able to do that. So that is tip number four.

Marija: 25:48

Now, tip number five is make it a habit. Keep it front of mine. So what do I mean by this? make business development Part of your daily routine at work so that it's not like this segmented thing of you know I'm just doing my work and then I'm going to business develop on that one day of the week. Try and integrate it throughout Your days now other days I know you probably will be busy head down smashing out work. I get that and it is great to dedicate specific focus time to business development and you know, looking at your connections and reaching out to people. Try and make it a habit of it being front of mind so that you know when you connect with someone, straight away you can pick up on, i am able to assist them or I can refer them onto this person, or maybe that person will be a great referrer Of work to our firm. Like just always having it in the front of your mind and it just takes practice. Honestly, it's just like when you're scrolling on LinkedIn, like being of that mindset of like how am I able to provide value to this person? or it's interesting that this person is talking about this and you know we Are able to assist with that. So yeah, make it a habit and Remember that business development, the method of it, you know, can be very different for everyone.

Marija: 27:18

It can also take the form of providing legal updates and articles, writing articles. That's also another way to put yourself out there and build your profile in the legal industry. So let's just summarize these five tips on how to business develop authentically so that we can wrap everything up in a nice tight bow. So tip number one is be intentional about your connections and find genuine connections with people. So you know really looking at you know someone's profile, or you know looking at a speaker's list for an event and be intentional about who you want to connect with and why. So knowing first what you're able to provide, aka your services, and how you'll actually be able to help this person. So being very intentional is key.

Marija: 28:15

Tip number two reach out and start talking to people without expectations and always lead with value. Tip number three be curious and listen to their pain points. So when you catch up with people, listen to their pain points, be curious, ask questions and really get to know them and their business really well. Number four is fortune is in the follow up. So don't end the relationship by just one catch up and that's it. Don't feel like you have to. You know, get their work straight away. And if you don't, that that relationship should just end there. No, continue the relationship. Catch up with them Again. If the pain points were quite clear from the first, catch up and you're able to provide your services to them, offer them that you're able to assist them, they will be grateful for that.

Marija: 29:07

And tip number five is make business development a habit, part of your daily routine. Keep it front of your mind so that it becomes more natural to you and it doesn't feel like it's this external thing from what you do day to day. Business development should really just form part of your day to day, whether if you're posting on LinkedIn or writing an article or meeting up with people, scrolling through LinkedIn and seeing how you're able to assist someone. So make it part of your daily work routine. Now I hope you love this episode and I hope that after listening to this, that you've used business development in a different light and that now you feel more excited about it, that you can just go out there and just give it a go and put yourself out there.

Marija: 29:55

There's no right or wrong way of doing business development. It's just what works best for you, but I hope that these key topics and themes that I spoke about today really help you to just start putting yourself out there without that self-limiting thought of oh no, i'm doing it wrong. You're not doing it wrong. Just give it a go and remember that it's a connection between two people. That's what it is. At the end of the day, it's another person on the other side of the screen or another person in front of you that have interests and values and all of that as well, just like you. So, yeah, find those genuine connections, have fun with it, and these people can also become lifelong friends too, right, you never know Or future bosses of yours or business partners. You just never, never know where relationships will lead you. I'm really passionate about building relationships. It is something that I just, yeah, i just truly value relationships so so much And, yeah, i hope you love this episode.

Marija: 30:58

Please send me a DM on LinkedIn or Instagram and let me know what your key takeaways were from this episode, and I will catch up with you next week. Have a wonderful week ahead and chat soon. Bye, thanks for tuning into the Career Confidence podcast. Like what you learned today. Why not share this episode with your work, bestie, and leave us a five star review on wherever you listen to your podcast on. We'd absolutely love to get into more years and help more women, just like you, build fulfilling and thriving careers. Until next time.