In today’s Rainmaking Recommendation, rainmaking coach and trainer, Jaimie Field, helps you to understand how to present who you are to your potential referral sources, so that they can be sending you the right referrals. Do your referral sources really know what you do?

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When asked by someone – whether at a party, a networking event, at a family reunion – “what do you do?”, too many attorneys answer: “I’m a lawyer.”  Or maybe you switch it up and say: “I’m a __________ (fill in practice area) attorney.

You and 1.3 million other people who practice law in the United States.

And, every person to whom you say this has their own idea about what a lawyer is like and many of their impressions are not necessarily flattering – the media has not always portrayed our profession in the best light (sometimes well deserved, mostly not); and, until they need one, most people do not have a great feeling about who lawyers are, and what they do.  They unfairly lump all attorneys

Many people who need a lawyer will ask a trusted friend or advisor for a recommendation.  You want your name to be the first one that is mentioned when that happens.   If you want referrals, you need to let others know what you do.  And not just that you are a lawyer.

While you may get a referral because someone knows you are an attorney, it doesn’t mean it is in an area that you practice.  You will either have to say, “I don’t do that kind of work,” or refer it to another attorney who does practice that area of law.

Instead, you want the perfect referrals for you:  referrals in the areas of law you practice, and to your ideal clients.

To do this, you need to tell people what you do in a way that will make them truly understand what you do as a lawyer, who you help, and how you can ease the other person’s pain; and to do so in a memorable way.

This is known as your “elevator pitch” or your “audio business card”.

To be truly effective, you must be able to concisely say:

  • Who are your ideal clients;
  • What is their pain (problems);
  • How you can solve them.

My audio business card (elevator pitch) answer to “What do you do for a living?”:

I am a Rainmaking Trainer and Coach.  I teach attorneys (ideal clients) to develop big books of business (their problem) ethically (solution).

When I tell people what I do, I know that they will know at least one lawyer who can use my help.

If you can leave an unforgettable impression of who you are, who you work with, and what you do with your audio business card, you will get referrals when someone asks if they know a lawyer who can solve that problem.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016 and 2017, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was recently chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.