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NETWORK SOLUTIONS: A San Francisco Solo Seeks to Overcome His Reticence aboutRainmakingAuthor(s): JILL SCHACHNER CHANENSource: ABA Journal, Vol. 92, No. 10 (OCTOBER 2006), pp. 54-55Published by: American Bar AssociationStable URL: http://www.jstor.org/stable/27846335 .
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1
LIFE AUDIT
NETWORK
SOLUTIONS
A San Francisco Solo Seeks to Overcome
His Reticence about Rainmaking
JILL SCHACHNER CHANEN
AFTER YEARS OF STRUGGLING TO BAL ance work with family and other in terests, Jay Parkhill finally left the
safety of full-time employment to
hang his own shingle. So far, he says, the experience has
been a breath of fresh air. He's busy ?but not so busy that he feels over whelmed. And he is able to spend
more quality time with his wife and three young children. But if he wants to maintain his newfound balanc?, Park
hill knows he's going to have to start adding business de
velopment into the mix.
Theoretically, getting clients should not be a problem, considering his experience as a transactional lawyer rep resenting sophisticated clients in San Francisco and Silicon
Valley. Yet jump-starting the process is proving problem atic. "I've never been the sort of person who feels remote
ly comfortable going to a party and making small talk," he says. "That is why I've always felt that business de
velopment was painful and odious." Indeed, when Parkhill realize? that successful lawyer
ing often relies as much on one's skills as a salesman as on technical ability, he questioned whether he even wanted to continue trying to progress up the law firm pyramid. After much thought, he decided the role change only made sense if he were to work for himself.
Parkhill will be the first to admit that embracing this
change is a struggle. Even if this new challenge directly benefits him, he still must overcome his dislike of asking others for work. And he'd prefer to master this important new skill sooner rather than later-?while he came to his
OUR EXPERT
M. Diane Vogt Tampa, Fla.-based lawyer M: Diane Vogt is a principal in PeopleWealth, a consulting firm devoted to improving lawyers' job satisfaction. She is co-author of the A A-published Keeping Good Lawyers: Best Practices to Create Career Satisfaction.
VITAL STATISTICS
JayParkhill POSITION Parkhill Venture Counsel, San Francisco AGE 36 GOAL To learn business development skills for his fledgling solo practice
practice with a financial cushion, he does not want to waste time or effort. "I need to figure out what strategies ! are going to be most effective for me," he says.
Life Audit work-life balance expert M. Diane Vogt says Parkhill is already two siteps ahead of the game by ac
knowledging what needs to be done and his discomfort in doing it. If he can put his emotions aside and approach business development in a methodical and systematic fashion, she guarantees that he'll have more work than he knows what to do with w?ll before his savings run out.
So far* Parkhill has been approaching business develop ment in a scattershot manner. He's attended a few net
working events and reached out to a few contacts, but he feels the process is not working for him.
Vogt wants Parkhill to take a more long-term view. Practice development does not happen overnight. He needs to make a plan, act on it and cultivate it. "It's like
improving your fitness level. You don't see results after
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one day at the gym or even after three months. It's be
ing out there every day and then seeing results after a
year," she says. Before Parkhill can ac
tively engage in any sort of
business-building activity, Vogt wants him to take a
step back and define his
practice. What is it that he wants to do, she asks? And how will he define success?
Parkhill has answered the first question: He wants to fill a niche by serving ?s an outsourced, temporary general counsel for grow ing companies in need of one but unable to afford one yet. He has yet to an swer the second question. Vogt encourages him to be cause it will help him betj ter target potential clients.
So, too, will defining the kinds of contacts he wants to make before attending any networking events. Vogt w?nts Parkhill to go to at least three such events a month. To make them effective", he must consider what he expects to get out of them. "Before you go, think about what kind of person you are
looking for at each event. Identify one or two people, not
necessarilyJby name or looks but by. their business, age range and job title." Once Parkhill is at an event, Vogt wants him to take the
initiative to find people who fit the bill- "Just go up and talk to them," she advises. "The person will be willing to talk to you." After all, that's why they're there as well.
PLAN YOUR APPROACH TO EASE THE AWKWARDNESS OF THESE INHERENTLY AWK ward situations, Vogt tells Parkhill to have an intro planned that will break the ice and encourage interaction. "I used to tell people I am a lawyer and I do civil litigation," Vogt
! says. "I phrased it that way to start a conversation and used the term civil litigation because most people don't know
what that means, and they'll ask the follow-up question."
Life Audit HOT TIP: WHAT'S MY UNE?
Don't pass up an opportunity to make a valuable contact by getting tongue-tied, says Life Audit expert M. Diane Vogt. Prepare a 30-second speech-oft?n called an "elevator pitch" because it should last as long as a trip between floors?that succinctly de scribes who you are and what you do. After all, you never know who you'll meet. Even in an elevator.
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Once Parkhill has developed his
introductory line, Vogt wants him to practice saying it in the mirror over and oveir until he's comfortable.
Random networking events can sometimes lead to new business. But Vogt says Parkhill is more like
ly to get referrals from people who know him. She wants him to active
ly seek referrals from former col
leagues and clients. Arrange lunch with at least five people a month and plan to ask for referrals, Vogt counsels. "Work out a speech say ing, have started my own prac-
'
tice; here is what I am doing, and if you hear of anyone who needs
Ia lawyer, think of me.'" L She reminds him to say I he's looking for business. f "It might sound stupid, * but a lot of times people ^ do not realize you are
looking for clients. They I might think you just start " ed a new practice and are
up to your ears with work." Parkhill also should reach out to
friends and colleagues who can introduce him' to other contacts. But be respectful, Vo^t
cautions. If your friends and colleagues say no, don't question them?they have theif reasons. More than likely, though, they'll be happy to
help. But let them handle the introductions as they see fit. Once Parkhill gets introductions, he must make sure to
capitalize on them, Vogt says. But she also cautions not to1
expect these new contacts to offer immediate business; in stead, ask them to keep you in mind when their friends or business colleagues ask for a referral.
Because Parkhill is uncomfortable doing this, Vogt sug gests that he view the conversation as a chance to do them a favor by presenting himself as, a good, reliable attorney to whom they can refer friends, colleagues and clients. "Think about when you were at your firm and friends asked for referrals to other lawyers. Didn't you want to know you referred your friend to the right lawyer? You are just trying to be that person," says Vogt. While practice development takes time, Vogt says
Parkhill should enjoy the freedom he has now to enjoy his family and hobbies. Because if he follows her advice, he should have more clients than he can shake a stick at before he knows it.
WE NEED YOU! Got some room to improve? Getfree advice
from the experts on heal A and fitness, finance, work-life bal ance, entertaining, travel and wardrobe?plus your mug in this mag?with Life Audit, the Journal i'monthly lifestyle fea ture Ifs fun, fast and free. If you would like to participate in a future Life Audit, please e-mail Jill Schachner Chanen at
October 2006 ABA JOURNAL
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