Edition #8 | How to unlock networking success to build your client base and maximise referrals, 5 lessons for new partners and 6 tips for nailing peer and market feedback in the directories

Welcome to Edition 8 of Trifecta!

This edition will take you 7 minutes to read.

As ever, if you have any questions, or something or someone you specifically want to hear from let us know, we’re all ears.

The secrets to great networking| Lessons from a networking expert

Q&A with Charlie Lawson, Professional Speaker and Networking Coach at Unnatural Success

This month, we chatted with Charlie Lawson, at Unnatural Success. As a Professional Keynote Speaker and Author of 'The Unnatural Networker' and 'The Unnatural Promoter', Charlie specialises in guiding professional services firms to generate leads, grow their businesses and increase profits by leveraging the power of networking. He offers practical tips to people who find networking and self-promotion challenging, helping them build confidence and reap the benefits of their networking efforts.

What is an ‘Unnatural Networker’?

Someone who doesn’t find networking easy. It may seem strange to think that despite being a networking expert, I am definitely an unnatural networker. Here’s an example: when walking into a networking event, I’m always struck by the buzz and noise of people talking, and my first instinct is ‘Everyone seems to know what they’re doing, but I don’t’. I know, rationally, that others felt exactly the same when they walked in, and I also know that I’ll get into a conversation, and it will be fine. But doesn’t stop it from being nerve-wracking.

It often comes from being something of an introvert, or from poor prior experience – but I love to show how unnatural networkers can not only go networking, but also enjoy it and, crucially, get results.

What are some common misconceptions unnatural networkers have about networking, and how do you dispel these myths?

I’ve got plenty, but let’s start with 2.

Firstly, there’s the question of what networking really is. So many people think it’s about making sales – and while I do get that there’s got to be a return, it can’t be about a hard sales process. How many times have you been at an event, and someone’s tried to sell to you? How many cold sales solicitations do you receive on LinkedIn? It happens all the time. But here’s the issue: no one goes networking with the intention of buying anything – so it is literally pointless trying to sell. Instead, focus on building relationships – have conversations and get to know people.

Secondly, as many unnatural networkers are more introverted, they think that they can’t network as effectively as a natural networker. I would argue there’s a strong case that an unnatural networker can actually be BETTER at it. If networking is about building relationships (and it is), then because I’m more reticent to go and talk to everyone I can, I’ll spend more time with people. This means we’ll have a better conversation, and get to know each other more – i.e. we’ll build a deeper relationship.

In the end, it’s less about whether natural or unnatural networkers are better at it – they just have two different approaches.

Could you share a few key strategies or techniques that our readers can use to make meaningful connections and build rapport during networking events or meetings?

Yes – again, I’ve got many, but here are a couple.

We’ll start with the overall approach. As we’ve already said, it’s not about making a sale. So instead, think relational. A great question to ask is ‘How can I help you?’ That doesn’t necessarily mean that you’ve got to give up your time or expertise for free – it just means be supportive in any way you can. Perhaps you can comment on a LinkedIn post of theirs, or make an introduction for them. If you help other people to get where they want to get to, they’re going to be more minded to try and help you.

The other point I’ll share here is about what professionals typically discuss when networking. As it’s a business setting, it’s tempting to only talk business. Change that mindset. Here’s a great question to build rapport: ‘What do you like to do when you’ve got some free time?’ Talking about things we’re interested in makes for much better conversation (and hence better relationships), and it also throws up the possibility of there being common ground. That’s when conversations get really interesting, and you’ll genuinely bond with the other person.

When it comes to networking, how should our readers balance quality and quantity to ensure they’re not simply collecting business cards?

It’s one thing to make connections – it’s quite another to make those connections count. If you’re just collecting business cards (or, more likely these days, scanning someone’s LinkedIn QR code), then you’ve got to ask what’s the point? Are you going to remember them all? Are you going to do anything after you’ve connected?

I often talk about the breadth and depth of your network. While it’s important that you have a wide breadth to your network (i.e. you know lots of people), much more important is how deep your network is – i.e. how well you know people. As such, reconnecting with existing contacts is just as powerful as making new contacts.

What role does follow-up play in successful networking, and can you provide tips or best practices for staying connected and nurturing relationships after the initial meeting?

A massive part – without follow-up, networking is literally a waste of time! Why go to the effort of going to meet people, or connecting with them on LinkedIn if you do nothing with that?

My suggested follow-up process after an event goes like this – I call it 1-1-1 follow-up, which stands for 1 day / 1 week / 1 month.

1 day: connect on LinkedIn. This doesn’t just mean connecting at the event – I mean dropping them a message, perhaps referring to your conversation, and how much you’re looking forward to building a relationship. Whatever you do though, don’t try and sell to them!

1 week: reconnect on email / LinkedIn DMs. Perhaps mention one of their recent posts, or offer up your LinkedIn network (you could ask them if there’s anyone you’re connected to that they’d like an introduction to). Again, don’t sell!

1 month (or sooner): Meet for a real/virtual coffee, depending on location. Look to continue to build the relationship, rather than selling. If they want to use your services, they’ll ask!

Networking isn’t about selling – it’s about building deep relationships and recognising that you won’t necessarily find your next client when you network.

In your opinion, what are the key habits or behaviours of highly successful networkers and how do you help your clients develop and reinforce these traits?

We’ve covered most of them already, here’s my top 3:

Be relational: networking isn’t about selling – it’s about building deep relationships and recognising that you won’t necessarily find your next client when you network. But you absolutely should be finding the person who will introduce you to your next client.
Practice reciprocity: the more you can help others, the more it’s likely to come back to you in return. The best way to make this happen is to track it – many track their returns from networking (and that’s fine), but also try and track what you’ve given to others to build the relationship.
Always follow up: I find it hard to believe that people don’t do this – but yet good follow-up is the #1 trait of good networkers. My 1-1-1 follow-up process actually elevates unnatural networkers to be some of the best networkers around because so many people just don’t do it at all.

How do you guide businesses and individuals to identify and grow their referral sources within their existing network or client base, ensuring a steady stream of qualified referrals?

The key here is to educate your network (be they clients/co-workers/suppliers/friends etc). Once you’ve built relationships with people, you’ve got to leverage that relationship. For example, if a client is pleased with your work, ask them if there are other people they know who would benefit from working with you.

It may be counter-intuitive, but the more specific you are about who you’d like referrals to, the more likely you are to get them. Asking for ‘anyone or any business that needs legal services’ is too general. Instead, do some research, and ask your network for introductions to companies/individuals that need your services. Hint: if you’re not sure who to ask for, think about your current clients. Would another firm/person like them be good for you?

Can you share any case studies of people who have seen the benefits of implementing your advice and tactics?

Through my training and my writing, I have helped a huge number of business owners, but a recent example was a small legal firm with a headcount of approximately 30. There were 2 business generation specialists, but the business owner wanted me to train the entire team (both client-facing and support staff) because he believed (correctly in my view) that all of them could help with BD. After all – they all have networks and people they speak to every day.

Charlie Lawson

Charlie is a networking coach, speaker, and author who specialises in helping "Unnatural Networkers" harness the power of networking to expand their businesses and attract clients.

5 lessons for new and junior partners

Stepping into the role of a partner in a law firm can feel like diving into uncharted waters.

Many junior partners find themselves lacking the necessary business development training, leaving them scrambling to find their footing.

With the weight of expectation on their shoulders, the pressure to win new work on top of everything else can be totally overwhelming.

If you're a new or aspiring partner, here are five straightforward pointers to help you navigate this journey and succeed in your role.

Directories: Six easy ways to boost your peer and market feedback throughout the year

With the Legal 500 submissions done and dusted (🎉), it's always remarkable how much effort goes into them (and we see A LOT of submissions) - and regardless of how organised you are, it always feels like a sprint to the finish line.

We can all breathe a sigh of relief that the 2024 directories process is almost finished (don't forget the interviews and that you can provide updates to the researcher if you need to).

After such an intensive process, it might not come as a relief to be given yet another directories-related task but bear with us on this one. If you can put in some legwork throughout the year building your profile and network (which also doubles up as some great BD activity - win-win ✅ ), making sure that you have that elusive peer and market feedback nailed for the next round may feel a little less stressful.

Check out our latest article, which is part of the Directories 101 three-part series in case you missed it, for six things you can do to help boost your profile throughout the year - because, let's be honest, the next round always arrives sooner than you'd like.

Bonus content: Why doing a good job isn't good enough

This is a controversial title, but one we feel strongly about at GFC. Today's clients are more sophisticated than ever — they know what good looks like, want more bang for their buck, and are more willing to take their business elsewhere. Relying on doing a good job just doesn't cut it any more.

In case you missed it, yesterday Gemma spoke to legal copywriting guru Becky Whittaker about how lawyers can and should be doing more for their clients, the mistakes that firms (and lawyers) are making with their BD and marketing and actionable tips for how to level up your BD.

Check out the video here: Legal BD: Why Doing a Good Job Isn’t Good Enough

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Trifecta

"Networking is literally a waste of time without follow-up" - lessons from an expert!