Family-Friendly Networking Strengthens Bonds with Clients
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To grow a legal practice, lawyers often rely on tried-and-true business development tactics like inviting in-house counsel to dinners, games, or other social events. These outings are excellent opportunities to strengthen existing client relationships or establish new ones.
But here's the catch: it's a big ask. Everyone's busy, juggling professional responsibilities and personal commitments. So how can you make your invitations more appealing and increase the chances they'll be accepted?
Making Invitations More Family-Friendly
One effective strategy is to extend an invitation beyond just the client. Suggest that they bring their spouse or significant other to the dinner you've planned. If you're organizing a suite at a ballgame, invite their kids. By making the event more family-friendly, you acknowledge the importance of the client’s personal life and show that you value them as more than just a business contact.
But don't stop there. Consider offering tickets or event invitations to the in-house counsel's team members at the company. This not only spreads goodwill but also helps you build relationships with a broader network within the organization.
This approach can make your invitations more enticing because it reduces the guilt or inconvenience a client might feel about taking time away from family.
Moreover, when clients involve their loved ones or colleagues, it often creates a more relaxed and enjoyable atmosphere, allowing you to connect on a personal level, which strengthens the overall relationship.
Quality Over Quantity
It's important to recognize that you don't always need one-on-one time to discuss business in order to deepen a client relationship. In fact, social events are often more about building rapport and trust than talking shop. The client knows why you're extending the invitation; the key is to make them feel valued and appreciated.
Most business development is about nurturing a relationship, not closing the sale. So focus on the quality of the interaction rather than the agenda. This personal investment can pay dividends down the line when the client is considering who to turn to for legal services.
Practical Steps to Implement This Strategy
Plan Ahead: Schedule events well in advance to accommodate busy calendars.
Personalize the Invitation: Mention that you'd love for them to bring their spouse, significant other, or family.
Be Flexible: Offer a range of dates or events to choose from.
Include the Team: If appropriate, invite their colleagues or team members.
Follow Up: For example, after the event, send a thank-you note expressing how much you enjoyed spending time with them and their guests.
The Thought Truly Counts
The next time you're planning to extend an invitation to get together with a client in a social setting, think about how you can make it more inclusive. You might be surprised at how much more receptive clients are when they feel their personal lives are being considered. In the end, these thoughtful gestures can set you apart and help you grow your practice.
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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.