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Nurturing your existing key contacts is essential. But don’t forget to dedicate time to meet new people—elevating and expanding your network—which can exponentially increase your opportunities. Let's explore why this matters and how to approach it strategically.
The Gear Effect: Multiplying Your Connections
Think of yourself as a gear in a vast machine of professional relationships. Each tooth on your gear represents someone you know professionally. Every person in your network is also a gear with their own unique set of teeth—connections you don't yet have.
When your gear interlocks with another person's gear, you gain access to their entire network. You're just one degree of separation from dozens of potential clients and referral sources. This creates a powerful multiplier effect that a static network simply cannot match.
When someone in your contact's network needs legal expertise in your area, your name naturally comes to mind if you've established a solid relationship. This interconnected system creates a self-sustaining machine of opportunity and referrals that grows more valuable with each new connection.
Balancing Nurturing and Expansion
The challenge for busy lawyers is finding the right balance between nurturing existing relationships and forming new ones. Consider allocating your relationship-building time using the 70/30 rule:
70% on deepening relationships with key contacts
30% on strategic network expansion
This balance ensures you maintain your valuable existing relationships while creating room for growth and new opportunities.
Strategic Network Expansion
Not all new connections offer equal value. Focus your expansion efforts on:
Adjacent professional circles (financial advisors, accountants, consultants)
Industry-specific groups where your ideal clients gather
Community leadership positions that increase your visibility
Professional associations where you can meet other lawyers
Quality matters more than quantity. One meaningful connection with someone well-positioned in your target market can be worth dozens of random additions to your contact list.
Introduction to Integration
When you meet someone promising, have a plan to move them from new acquaintance to an integrated member of your network:
Follow up within 48 hours of the initial meeting
Identify a specific way you might help them
Schedule a one-on-one conversation to deepen the connection
Consider who you can introduce them to in your existing network ecosystem
By thoughtfully expanding your professional gear set, you create a robust, interconnected network that generates opportunities even when you're focused elsewhere. The compound effect of strategically growing your network is a powerful business development tool.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.