Client Attraction Series: Get New Clients Without Being Pushy! Part Three
Guest post by Nicol Garwood
This post is about how to attract clients in large numbers.
Specifically, you’ll learn a highly effective networking strategy that will get you in front of your ideal clients in large numbers.
There are many lawyers trying to attract clients in places that don’t happen to have any or many of their ideal clients.
Maybe you’re one of them. If you are, then fear not. By the end of this post you’ll learn how to make better use of your time and get more out of networking.
The networking strategy I’m about to share with you – now that you know who your ideal clients are and you can now convey what you do in a compelling way – is to know where they can be found already gathered for you in LARGE numbers.
By all means, you can attempt to attract clients one at a time by going to generic professional networking events but, it’s incredibly easier and a much better use of your time, if you can find them already gathered in large numbers.
There are 3 ways in which to do this effectively.
1. Joining Their Associations and Groups
There are a number of associations where your ideal clients already spend their time because there’s a specific professional interest there. Therefore, in order to determine where your ideal clients are, you first need to answer the following questions;
What professional associations do these people already belong to?
What workshops or seminars do they already attend?
What certifications do they get?
What fairs or summits do they go to?
There’s also online networking.
What social media groups do they belong to?
Notice I mention the word ‘group’ and not, platform. You want to find the actual special interest or business group they belong to and ask to join it. This is a strategy in and of itself and one in which I can’t delve into in this particular post. However, the objective when joining either a group in person or virtually, is to get involved in their discussions and to contribute information that is of value. In other words, information that solves the very challenges or problems they share and discuss within the group.
2. Exhibiting at Special Interest Shows
Although you may have asked yourself one or two of the above questions in the past 6 months, this time, drill down deeper. Go vertical and think about what special interest groups they belong to.
Let me give you an example.
If you work with (or would like to work with) high net worth clients and you have a special affinity for those beautiful vintage cars, you could invest in a stand at one of those antique car shows such as the NEC Classic Car Show.
Why? Simply because vintage and classic car collecting and restoration is a very expensive hobby. Individuals who are into this type of hobby are more likely to trust legal advice on say structuring their affairs, from a lawyer who like them, has an affinity for vintage cars.
What are the most frequently asked questions high net worth individuals ask as it relates to Wills & Probate or other relevant legal matters? If you can’t find a connection between the area of law you practice in and your chosen special interest group then don’t let that stop you from exhibiting. If this is where your ideal clients congregate and you have a genuine interest in that group then by all means, be there.
Similarly, if you work with small businesses and you are into personal development – following the likes of Anthony Robbins and other self-help gurus – maybe there are business and personal development conferences and exhibitions where you can exhibit or even speak at.
3. Speaking at Events
One of the fastest (and most effective) ways to find your clients in large numbers is by speaking. This one-to-many approach works to set you up as an expert who holds the solution to their biggest needs and your topic helps you attract only those who need what you provide.
If you’re in Wills, Probate and Trusts looking to meet new Mothers, maybe you could partner with the organisers of a Mother and Baby/Toddler meet-up group. Your signature talk could be tailored depending on your ideal audience but in this example, you could potentially partner with organisers to provide parents with up-to-date information on Wills for example. And it doesn’t have to be done in person, you can also speak via webinar (My son’s pre-school organises expert-led webinars every month for example).
Alternatively, you could agree to partner with organisers to get in front of your ideal referral sources. More on that in another post.
Think Outside the Box
As you can tell, the 3 ways to get in front of your ideal clients (and in large numbers) calls for you to think outside of the box. Joining, exhibiting and speaking at events and special interest groups where most lawyers would not typically network is going against the grain and standing out.
Now, you can typically find out where your ideal clients congregate in large numbers by yourself but, if you’re still not sure where your ideal clients spend their time in groups you can actually ask your existing or former ideal clients.
Here’s how you do it.
Either by email or phone (my preference would be to do it by phone) you could say:
Hi. How are you doing? I’m in the process of growing my client base and I’ve realised that if I had a practice of clients that were all just like you it would be my ideal practice. I’m looking to attract more clients just like you because…….[here you can tell them what makes them an ideal client either because they have this particular situation which you can solve, or they have a particular personality….anything that would describe them as an ideal client for you – by the way, flattery gets you everywhere]……That said, I’d love to know where can I go to meet or talk to others like you? What associations do you belong to or do other people like you belong to? Where do you network? Where do you suggest I find more people like you?
If you’ve helped them in the past and they were thrilled with your service, they will actually be delighted to help you because they’re really just talking about themselves and everybody loves to talk about themselves.
Once you’ve narrowed down the top 10 national, regional or local networking events, it’s up to you to make it your priority to join or attend.
This is really important.
By becoming a permanent fixture at selective events you become known as the leading authority within your ideal target market. This is why profiling and understanding your ideal client is so important.
On the surface it may all seem like a lot to do, but once you do the research you can begin attracting ideal clients through networking in a very short period of time and by utilising the 80/20 Principle. In other words, networking in very few places that will attract the largest number of clients and/or referral sources to your firm.
The key to attracting lots of ideal clients quickly is to figure out where they can be found already gathered for you in large numbers and where you can reach them easily and inexpensively. To determine this, make a list of your top 5 to 10 former or existing ideal clients (or people who fit the profile you created in the first post of this client attraction series). Who will you reach out to first? When will you do it by?
- Have you read Client Attraction: Part One? Nicol’s first article in the series focuses on profiling and understanding your ideal client.
- Have you read Client Attraction: Part Two? How to communicate what you do in three simple steps that will result in you getting more clients.
- Have you read Client Attraction: Part Four? How to reconnect with and expand your network.
About the author
Nicol focuses her services on client attraction and retention choosing only to work with independent lawyers, sole practitioners and owner/lawyers in smaller law firms who struggle to market their business effectively and who need to attract a lot more clients consistently without pushing so hard.
She is also the Founder and Lead Mentor of Ascension Mastermind, a six-month cutting-edge, total immersion coaching programme aimed at Women Lawyers who want to increase profitable fee income as well as raise to their profile in their field. nicolgarwood.com
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