Putting on that informational seminar at corporations is a marketing tactic so many law firms are already leveraging. Prospects, at best, will select one of those as vendors. The rest of you have a tax write-off for the expense of the special event but no new business.
The brutal reality is that lawyers have to use a combination of hustle and imagination for developing new business. Among underused tactics is creating a presence in upscale locations. Those are where deep or at least deeper pockets are and, in time, they will ask you what you do. So, have your elevator speech set. You never know how soon you will get on their radar.
One opportunity is to personally shop for your four-footers needs. The aisles of PetSmart are amazing settings for talking. It starts off with a genuine love and concern about each other's animal companions.
Then it will easily veer into the rules of the homeowners' association about weight restrictions for dogs. You let them know how much of that is negotiable. You hand over a business card, offering a complimentary consultation, including for a small group of homeowners at their place. That little bit of homeowners' business can, just like real estate closings or DUIs, open the door to higher-end transactions.
Are you smirking? Not so fast. Think about this: According to the National Retail Federation, we will be spending $350 million this year for our animal companions' Halloween costumes. Here is the coverage in New York Magazine. This weekend you want to be by the costume rack. You want to take your time. Yes, take photos of different outfits. Post them on you Facebook page. And, most of all, listen to other costume shoppers. When you become a "regular" at PetSmart in an affuent area, your network will grow.
Another proven venue for scouting for business is the 12-step meeting. But, as Helen Gurley Brown educated hunters for wealthy spouses, the only meetings worth investing time in are those where the rich and famous hang out. At Open Meetings, you don't have to have a substancea abuse problem to attend. Sure, it's a crude tactic, one critics of Brown villified.
However, hustling for new business, no matter what your field, at 12-step meetings is effective. Members are very social. There are networking opportunities ranging from coffee at the diner after the meeting to 24 hours of continuous events for holidays. And, most members have complex problems. Of course, some are legal. It usually takes years to clear the wreckage of the past.
Now, you are getting other ideas, right? If you have the right mindset - that you are there as a hunter for business - the world becomes a platform for selling. The trick is to exit the preoccupation focusing on solving legal problems. You have to break open to sizing up where you can zero in on making an indirect or direct pitch. That means you don't stand on the platform waiting for the Metro North train to Manhattan engrossed in work per se. Instead, you give off signals that you are accessible. You bet, people will start talking - about their legal situations.