Building a strong network is key to small law success

Whether you have practiced law independently for a few weeks or many years, you likely know how small law success hinges on having robust relationships.

The importance of quality relationships in law and business

The best professional relationships go beyond superficial exchanges at networking events or occasional referral exchanged. We all want referrals and new business leads, of course, but stronger, reciprocal relationships tend to produce much higher quality leads than one-off exchanges at a mixer.

National Law Review notes that:

“Networking is a critical skill for lawyers, offering pathways to career advancement, client development, visibility and professional growth. In an industry where relationships and reputations are paramount, the ability to connect effectively with colleagues, clients and industry peers can set you apart from the competition.”

For independent lawyers, that network also becomes a crucial support system as you learn to navigate running a business alongside practicing law. Finding people who understand that balance and who can coach you through it can help you create a more sustainable and less lonely small law practice.

How to connect without burning out

Independent lawyers already feel the pressure of delivering top-notch client service while also managing a business. For all but the most extroverted people, tacking on a string of networking events to your schedule likely feels like just too much to ask.

This Fast Company contributor offers a nice, quick tool for deciding when and where to spend your limited networking capacity:

“It’s time to start saying “no.” Not every event will benefit your career, but they all require energy and time. Start by thinking of social activities in three categories:

  • Events that benefit your work
  • Events that inspire you
  • Events that expand knowledge

…Each time you consider committing to an event, plan, or date, ask yourself which category it would fit in. Then see if you can explain how it benefits you. If you can’t, or if the reason seems less valid than the amount of time and energy you’d have to put into it, skip it.”

To build an authentic collaborative network, selectively choose where to invest your time and energy. Rather than signing up for that next mega-networking event, consider:

  • Built-in networks. What if you could do your work and create a strong network at the same time? That’s exactly why co-working spaces and shared offices are becoming more popular with independent professionals.
  • Small groups. Do any professional associations offer small groups that allow you to create a tight-knit and trusted professional community?
  • Interest-based learning or volunteering. Think beyond work. What do you care about or want to learn more about? You might be surprised how connecting around a personal interest can lead to better business leads.

Think about the times when you feel most comfortable and able to participate in real, give-and-take conversation. Those moments of ease will ultimately lead to better communication and better professional relationships. Place yourself in settings where you can be you.

Maintaining your relationships and network

Once you have created a new relationship, you must maintain it. Once again, your business card in someone’s desk drawer won’t build your business. Your name and practice area at the top of their mind will.

Here are a few ways to keep your name at the top of others’ minds when a client referral opportunity presents itself:

  • Give more than you take. We mentioned give-and-take conversation earlier, and this practice should carry throughout the relationship. Think first about how you can offer help to others. People will return the favor.
  • Check in. Follow your own style and choose to set up lunch dates, email, call or send helpful information to contacts on a semi-regular schedule.
  • Say thank you. Did someone offer you support or a great lead? Send a note or call with sincere thanks.
  • Be real. People naturally connect with others who show their true selves. Yes, a professional relationship should remain professional, but that doesn’t mean you can show your human side.
  • Collaborate. Beyond referrals, look for ways you can partner with contacts for mutual benefit.

What are some other ways you have maintained your strongest business relationships?

If you are ready to create a stronger professional community, reach out to us. Our lawyer co-working and lawyer shared office spaces help independent lawyers and small law firms build strong, authentic relationships.