Do you wonder what makes rainmakers stand out from other lawyers? This week, trainer and expert, Jaimie Field, discusses what sets rainmakers apart.

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The things that Rainmakers do differently from other attorneys are very simple (but not necessarily easy):

Rainmakers have a plan:

If you have spent any time following me, you know I am a rabid believer in planning.  You wouldn’t take a road trip to a place you have never been without GPS, so why should you try to become a rainmaker without having a written plan showing you which way to go?

Rainmakers can adapt:

Those attorneys who have found a way to adapt to the changing landscape of the world during the pandemic continued to bring in new clients and matters.

Rainmakers know their target market:

I’ve written many times that you cannot be all things to all people.  And while there are many ways to define a target market, the point is to find a niche and learn everything you can about that market.  And I mean everything, not just the information that will help you with their legal work.  I recently sat in on a webinar in which a GC of a major corporation said, and I am paraphrasing here, that if it is between working with an attorney who charges less or working with an attorney who knows everything about my business, I’m choosing the one who knows my business.

Rainmakers are empathetic:

Clients want to work with lawyers who care about them.  It’s like the old adage says: “people do business with people they know, like, and trust.”  And now, more than ever, during this time in our history, clients need you to care.  In Rainmaking Recommendation #205 when the pandemic first began, I explained that you had to stop thinking about clients as B2C or B2B and start treating them as B2Me.  I also quoted Bryan Kramer, who coined the term B2Me or H2H (human to human) marketing :

“Businesses do not have emotion.  People do.  People want to be a part of something bigger than themselves.  People want to feel something.  People want to be included. People want to understand.”

And this applies to the owners and GCs of companies as well.

Rainmakers are proactive:

Because Rainmakers have a target market, they know their clients.  And rather than waiting for the client to pick up the phone and call them with a matter, they are proactively advising their clients.  They are anticipating what the client may need.  And it may have nothing to do with an actual legal matter.

Rainmakers are advisors:

There are changes that are coming to the legal industry.  For example, Arizona just became the first state to okay nonlawyer ownership of law firms.   This will open the door for other advisors, like accounting firms, to hire lawyers that will take away the legal work from law firms.  To counter that, you have to become THE trusted advisor to your clients and not just a lawyer doing transactions.

Rainmakers feel the fear and do it anyway:

Rainmakers have fears just like everyone else. They fear rejection, they fear failure, the difference is that they try to move past those fears and do what needs to be done.  Then, they realize that there was no need to fear in the first place.

Rainmakers do not make excuses:

I have heard every excuse in the world for why attorneys do not do the activities to become Rainmakers.  But Rainmakers do not have excuses.  They find a way to do what needs to be done.

There is a famous quote by Jim Rohn, one of the godfathers of professional and personal development:

“Successful people do what unsuccessful people are not willing to do. Don’t’ wish it were easier, wish you were better.”

The same is true of Rainmakers.  They do the things that other lawyers don’t or won’t – and while I said at the beginning that Rainmaking is simple, it isn’t easier – so make yourself better.

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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.