from Focus on Rainmaking by Sara Holtz

When clients hear my suggestion that they tap into their networks to bolster their business development efforts, they often express concern that they don't have much of a network.

Do you share this concern? My guess is that your network is much larger than you think.

• Start by taking a look at your Outlook address book or your Rolodex.
  • How many clients have you represented in your career?
  • How many lawyers are there in your firm?
  • How many colleagues do you know from jobs you have held in the past?
• How many colleagues do you have who have moved on to other jobs?
• How many friends do you have from college or law school?
• Whom do you know from the professional or community associations you have been involved with?

Once you've explored these questions, you're likely to discover your network is much larger than you initially thought.

In fact, the average business professional's network includes at least 250 people, according to most estimates. If each of these people knows 250 others, think of how many people you have the opportunity to reach simply by drawing on your network and tapping into *their* networks.

But, in and of itself, the size of your network isn't really the critical issue. The variety of ways in which your network can support you in your business development efforts is what's important.

People frequently discount the value of their network, believing that it's valuable only to the extent that the people in it can send them business.

Today, I was speaking with a client who was disappointed to discover that the target of her marketing energies was unlikely to hire her because of her firm's rates. I told her not to be discouraged. Just because someone's not in a position to send you business doesn't mean that the person is any less valuable within your network. After we discussed some of the ways this particular contact could still support her business development efforts, my client was able to map out a new strategy for the relationship.

There are many ways people in your network can help you build your book of business without being able to send you business directly:

• They can share business development insights. Perhaps they're aware of the issues facing companies in their industry or competitive intelligence about how your firm is perceived in their industry.
• They can give you "behind-the-scenes" access. They can help you understand the decision-making process for hiring lawyers at one of your target companies. Or, they can give you a "heads up" about personnel changes that may affect one of your clients.
• They can facilitate your marketing efforts. They can point you in the direction of speaking and writing opportunities, invite you to speak at their industry association meeting, or coauthor an article with you and have it published in a publication they can access. They can invite you to their firm to present a seminar.
• They can refer you to others who need your services. They can introduce you to people in their network or refer you to someone who can afford you. They can provide glowing references, which will increase your credibility with potential clients.
• They can be good sounding boards. You might ask them to evaluate your ideas on how to approach a prospect, or ask what they think of your new marketing materials.

Think about the ways your network can help you. What help would you most like to ask for?

What would make the biggest difference in your business development efforts?

• A speaking engagement for a trade industry?
• An introduction to a local CEO?
• Some advice about how to make the most of an upcoming networking event?
• Some feedback on an article you are considering writing?

Think about a member of your network who might be able to help you with this issue. Then, pick up the phone, connect with that person and ask for the favor. And be prepared to be amazed at what happens next.

Your network is both larger and more valuable than you might have initially expected. What's more, it's likely that the people you know will be happy to help you. You just need to ask.