In today’s Rainmaking Recommendation post from expert and trainer, Jaimie Field, she addresses a question you likely know the answer to – are all rainmaking activities created equal? And if not, should you be devoting your time to lower value activities, and considering “rainmaking” checked off your to-do list? Read on…

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Ever since I became a Rainmaking Trainer and Coach more than 16 years ago, I have said over and over again that you need to do some marketing or business development activity every single day.

However, recently I was asked a question:

How much time should I spend on marketing and business development activities per week? 

The answer is very lawyerlike:  “It depends.”

It is not about the amount of time, although the more time you can spend doing higher value activities that attract your ideal clients and referral sources the better.  But to quantify it into a specific number of hours per week is incredibly difficult.

What most attorneys do is try a tremendous number of different rainmaking tactics,  each of which may eat up a lot of time and when nothing comes of it they say it doesn’t work.  They claim they are constantly trying to bring in new business but their focus is scattered.

Rainmaking is not about the number of different marketing and business development methods you can use to bring in new clients – and there are literally hundreds of different ways to bring in new clients ethically – it’s about being strategic with the techniques you use.  Find the one or two or three that you will do on a regular and consistent basis that fit into the strategy that you have developed.

Being strategic means carefully designing your rainmaking and business development around the goals you want to achieve.  It means determining who your ideal clients are in a detailed manner, ascertaining where you can meet them (both on and offline), providing information that they need or didn’t know they wanted, and creating the relationships that lead to new business and/or referrals.

So be more strategic with your time, rather than just spending time just to spend time.

Have you created a strategy for your rainmaking?  Join the Rainmaking Plan Masterclass.  Class begins on July 9th for 5 weeks.  For more information see the box below.

There is a little over 6 months left to this year – why not finish it strong?

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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.