As I’m still out on holidays, I’m bringing you a fabulous guest post today from my friend, Chris Kirby, President of PCT Solutions.
Over the more than 15 years I’ve been coaching and/or training attorneys and other professionals, perhaps the most consistent reason for not marketing is, “I don’t have time.” Whether the client is a monsoon maker or someone who is still looking forward to his first origination credit, they never seem to have time for business development.
No matter how proficient you are at business development, it does take time. And whether you enjoy it or not, business development is no longer optional. So how do you manage to effectively source, grow, flourish, and maintain great relationships when there isn’t a spare minute in the day? Here are a few strategies I’ve seen PCTS clients use to great effect:
Keep in mind: You have no control over whether someone ever thinks about you. You have absolute control over making sure others know that you are thinking about them.
- Work around the edges. You know those times when you have too much time to do nothing but not enough time to do anything? The five minutes after you get back from lunch. The ten minutes before your next appointment. Times like those are perfect for relational business development. Keep a list of people with whom you want to stay in touch and drop them a quick line or, better yet, make a quick call during these brief moments.
- Practice relentless curiosity. You spend the majority of your waking life around interesting people who do interesting stuff. How genuinely curious are you about who they are, what they’re working toward (rather than what they’re trying to avoid), or how they define success for their business and themselves? You’ll be astonished by what you learn.
Remember: Relational business development is about broadening and deepening your relational universe while helping others succeed as they define it. It’s not about chasing files or “targeting” prospects. You achieve success in direct proportion to the amount you help others succeed.
- Allow others to assist. Quoting Jesus, the Apostle Paul wrote in Acts 20:35, “It is more blessed to give than to receive.” The giver is blessed more than the recipient. Yet, while most PCT Solutions clients are great at helping others they are equally reticent to allow others to help them – even if the “help” comes in the form of an introduction to someone else who desperately needs their services.
Here’s the key: if you provide those around you who would love to help – primarily friends, family, great current and former clients – with a clear picture of your ideal client and your ideal practice and then get out of their way, they will gladly “market” for you. Graciously accept the gift.
Yes, business development requires time but if given some thought you can weave this critical activity into everything you’re doing already. Be efficient with the snippets of time you’re currently wasting. Be relentlessly curious. And bless others with the greater reward they receive when giving to you. All these ideas are simple and obvious . . . and effective.
Chris W. Kirby, JD is President and coach/trainer of PCT Solutions, Inc., a company dedicated to providing Client-centric Business Development™ solutions to attorneys and other professionals from throughout the United States and around the world. For more than 15 years, he and his company have helped clients from 38 states and more than 40 countries to succeed as they define it. Chris@MyPCTSolutions.com 512-281-5721