Let’s face it: Lots of lawyers are embarrassed and thus hesitant to ask for business.

They just can’t utter the words necessary to get another person to hire them or send them a client.

Some aren’t shy. They’re willing to talk about their area of expertise, to have friendly conversation, and to discuss “business development” efforts.

But when push comes to shove, they just can’t ask for the business. The words just won’t come out.

Are We Chickens?

You’d think it would be easier at bar association events. After all, we’re among friends at bar-sponsored receptions, parties, and educational programs. But even in these settings, it’s tough for some lawyers to say what they came to say.

If we struggle to ask for business at bar association events—events that are largely held for networking—then when are we ever going to be comfortable?

Oh sure, they have lots of reasons for their failure to ask for the work. They can rationalize their anxieties and fears. “It’s unprofessional,” they say. Others claim, “It violates the rules.”

Bottom line: they are chicken. They can’t say what they came to say.

It’s okay. I’m chicken sometimes—we all are—it’s not just you.

So is there a safe place for us chickens to go and ask for business without risking embarrassment, rejection, or humiliation? Is there anywhere we can go and get to practice in a comfortable environment?

I’m so glad you asked because yes, yes, yes, there is such a place.

It’s a place where everyone asks for business. It’s a place filled with people who talk about little else.

In this place, the attendees at events don’t even pretend that they came for other reasons. You can ask them, and they’ll tell you they came exclusively to generate new clients and customers. They are unafraid of commerce. They like being part of making economic events happen.

Where Is This Magical Place?

Where is this nirvana where you can feel comfortable asking for business?

It’s your local chamber of commerce. It’s a “chamber” of members doing business with one another. It’s a “chamber” of clients hiring you and asking you to hire them. It’s the easiest place in the world to ask for business.

Should you join? Should you become a member? Should you attend its events?

After all, you worry that the chamber is just a place filled with people hustling life insurance policies, financial planning services, and office supplies. Well, you’re right. Your chamber will be filled with people selling stuff: that’s what it’s all about. You’ll be approached by people unafraid to ask you for business, and some of them will be aggressive, persistent, and annoying. Many of those folks will also be successful.

Should You Join?

You should join, attend events, and sell your services. You should allow yourself to sell like everyone else who joins. You shouldn’t hold back: you’re in a safe place.

You should allow the setting to loosen you up. You should use it to get comfortable and learn the lessons by watching and by experimenting. Use your experience at the chamber to change your behavior as you set back out in the world.

The chamber of commerce is in the business of helping folks like you succeed. Try it. You may not like it right off the bat, but you’ll find your practice and yourself growing.