Network like nobody’s watching

GOING SOLO

Oftentimes, solo attorneys are faced with a difficult task of practicing law, managing a business, while continually promoting and marketing their practice. This may come natural to some, but for others there needs to be a strategy or a game plan in place, particularly if marketing is not your strong suit. But where to start? While some may encourage you to attend as many different events, associations and functions as possible, most solo attorneys have to decide how best to invest their time and efforts.

If you only have five dollars to spend on lunch, you might as well spend it on the meat and potatoes as opposed to filler and drinks right? The same goes for the free time you have for marketing and networking. You don’t have an endless budget nor do you have the bandwidth to devote to numerous groups, organizations or events. Making the right choice will allow you to get the best results for your investment and pay long term dividends for your practice.

The first rule I would adopt when choosing this how to network is to find the best way to double dip when choosing what events to attend. This can often mean choosing an event that serves a dual purpose for what you need. Perhaps attending a specific CLE will earn you credit, cover a new area of law, and allow you to network with peers in your field. Or perhaps you can attend a happy hour function that will let you take the edge off of a long week while providing you the opportunity to expand your circle of referrals. Finding a choice that has a double impact on your practice will save you time and can make networking fun.

The second rule is to try something new every once in a while. Building a reliable solo practice can mean following a routine and creating a safe and conventional way of doing things to ensure success. No problem there. That doesn’t mean you shouldn’t try something new, particularly when it comes to meeting new contacts or developing new relationships. There are plenty of reasons to be conservative with the law, but be willing to get out of your comfort zone and grow with regard to your professional development and contacts. This may mean joining a public speaking group, or signing up to be do a presentation. Challenge yourself and you will be surprised as to how rewarding it can be.

The last rule is to invest in our community and you will see the long term rewards it produces. As an attorney you have the ability to make an impact in the lives of individuals and on society as a whole. Whether this means taking on a pro bono case, getting involved in a local issue, or advocating for your neighbors or local organizations, put yourself in a position to engage with local issues. Whether these issues are in line with your solo work, or provide you with a chance to learn something new, the organic connections and relationships you build will not only provide valuable business referrals and development, but are genuinely rewarding in your life as an attorney.

Remember, networking and business development sound stressful, but they can actually provide you with an opportunity to blow off steam, develop your skills, and engage in passionate community work. It’s up to you how you want to approach this task and where you want to focus your resources, but at the end of the day if you can have fun, make connections and help change the world, there’s no reason why you shouldn’t be excited to jump right in.