from Focus on Rainmaking by Monica Goebel

If you're ready to move from "worker bee" to rainmaker, here are the three key strategies you need to put into practice.

Define a Niche
Most clients with a specific need will pass over the generalist and select an expert, giving an attorney who markets a unique skill an advantage in business development.

Your practice may make your niche obvious. For example, if your work includes tax matters, many involving retail property, your niche could be "tax lawyer who helps retail companies reduce their property tax liability."

If you handle general litigation or business transactions, you can define a niche by focusing on a particular type of client--for example, the telecommunications industry. Your niche could be "helping telecommunications companies resolve business disputes or enter new markets."

A niche may also develop naturally. For example, a litigated matter may result in a published decision, such as the interpretation of an agency regulation. Your work on the case gives you credibility as an expert, and you can leverage this expertise into a niche.

Cultivate Relationships
When it comes to marketing, the most important relationships fall into two broad categories: clients and referral sources.

Current and former clients are your best sources of new business, so make them the primary focus of your marketing efforts. The key is to develop strong personal relationships with the people within the client company who can send you business or help you get it.

To develop business with current clients, provide outstanding service on every matter. Also, spend additional time building personal relationships by getting to know your clients as individuals.

Consider making an in-person visit to the client's office. Don't bill for this visit, instead focus on learning about the client's business operations, objectives and challenges. Unless the client has asked you to make a pitch, don't sell your services. Rather, spend time asking about the client's needs and listening to the answers. After the client has articulated a need, you can follow up with information about how you or your firm can meet that need.

If you are going to focus your efforts on referral sources, make sure they have strong potential. High potential referral sources know your ideal clients, have confidence that you will do an excellent job and are willing to act on your behalf.

To cultivate these high potential referral sources, be proactive about staying in touch. Activities to include on your business development to-do list are connecting by phone, sending articles or holiday cards, extending invitations to speak on panels, sharing a meal, attending sporting events or seminars, and specifically asking for referrals.

Document Your Business Development Plan
The third key strategy is to have a written business development plan. This will keep you on track as you market yourself in your niche.

1. Determine why you want business development success. Business development takes time and perseverance. A strong personal motivation makes it easier to fully commit yourself to doing the work it will take to be successful. Start your plan by articulating your vision for your career path and the reasons you want to develop business.
2. Set your goal for the year. The goal should be specific, measurable and realistic. For example: "Be retained by XYZ Co. to handle an employment litigation matter" or "Become recognized as an expert on new 123 regulations and cultivate referral sources in that area."
3. Focus your efforts by developing marketing targets. Your plan should identify the people you will focus your marketing efforts on. Current and former clients and past referral sources are usually the best places to start. Other people with whom you have a strong professional relationship can also be good possibilities. A word of advice: Don't market to strangers until you've exhausted this list.
4. Select the specific marketing activities you will use. The easiest and most effective marketing is that which builds a personal connection. That's why it's so important that you stay in touch with clients (both past and present) and referral sources. If you want to become known as an expert in your niche area, identify speaking and writing opportunities within bar and trade associations.
5. Put the plan in writing. Write down your goals, targets and planned activities, including dates for completion. Look at the written plan regularly and check your progress. Remind yourself of your personal motivations for business development, and be persistent.

To transition from being a dependable "worker bee" to being a respected rainmaker, it's important that you do things differently. Instead of focusing simply on getting the work done well, define a niche and let people know about it, cultivate relationships, and write down and follow a business development plan. Taking these actions will help you transform your practice and move your career to the next level.