August 1, 2012

Networking is the foundation of client development (no network = no clients). You can’t get business if the right people don’t know and trust you, and rainmakers typically have hundreds of them. Commit yourself to gradually building a network of the right contacts. Begin by identifying the most likely sources of new business for the practice you are trying to develop — your “target audience.”

Starting around your third year of practice, find out which trade associations or industry groups they belong to and which meetings they attend. Then join those organizations and work toward a leadership position.  This is a long-term professional-development activity. See Gale Publishing’s Encyclopedia of Associations for the multi-volume list of associations to choose from, available at all major libraries. It’s the pot of gold at the end of the marketing rainbow.