You’ve got your list of targets, and you’re well prepared on their backgrounds. It’s time to pick up the phone and start dialing. It’s time to set up some lunch dates.
Notice that I said “phone” and “call.” You need to use the phone, not e-mail. This is a phone-call kind of job if you’re going to be effective. Pick up the phone.
Beating Phone Anxiety
Making your calls can be challenging. Volumes have been written on the anxiety surrounding picking up the phone and dialing. Of course, it’s easier if you have a prior relationship with the person you’re calling. You’ll be touching base with someone you know. You’ll just be catching up with an old connection. That kind of call won’t scare you. Do those first to warm up.
It gets harder when you’re calling someone you don’t really know. Making these calls, especially to someone I have no connection with, is uncomfortable—very uncomfortable—for me. Do I do it anyway? Yes. Why? Because this is how you grow a practice.
These cold calls are challenging. Calling someone we have little or no connection to really makes us sweat. You’re going to have to get comfortable with sweat. You’re going to have to deal with the stress. Break out of your comfort zone. Don’t expect to be comfortable; that’s just the way it’s going to be sometimes.
Don’t start with the hardest people on your list. I mentioned starting with people you already know. When you get to the people you don’t know, start with the least busy people. Don’t start with the Mayor or the President of the State Bar Association.
How to Leave a Message After the Beep
Realistically, you’re very likely to reach voicemail on your first call. Let’s talk about the voicemail message you’re going to leave for that person.
Be ready. Script out your voicemail message and practice it ahead of time. I like to say, “Hi, this is Lee Rosen. I’m an attorney in Raleigh. Please give me a call back at 555-555-5555.” If someone referred me to the contact, I’ll add, “I’m a friend of John Doe, and he suggested that I get in touch with you.” That’s my entire message. I don’t explain why I’m calling. I say nothing else. Why don’t I give the details? Because this short, simple message gets a return call. When I blather on about lunch or coffee and meeting, etc., I’m far less likely to get a call back. I want my call returned, and the short message works.
Your calls will get returned. Some will take a day or two to get back to you. Some, mostly lawyers, will take a week.
Warming Up the Cold Call
Be ready when the return call comes. You’re going to get your target referral source on the phone. Before that happens, be sure you’ve practiced the call. Practice with a friend or family member. Yes, it’s going to make you feel incredibly stupid to practice the call. Do it anyway. This is important. Get it right.
What should you say during a networking phone call?
Here are the bullet points:
- If the person is calling me, it’s obviously a good time to talk. If I got lucky and got through, I’ll ask, “Is this a good time?” before I proceed.
- I’m Lee Rosen; I’m an attorney.
- I’d like to meet you.
- I’m working on building my family law practice and would like to pick your brain.
- I’d be happy to take you to lunch or coffee if you have a few minutes one day over the next month or two.
- I’d really appreciate the opportunity to get to meet you and learn more about you and your practice.
These are the key points you need to make. Then you need to listen and see what happens.
Getting to Yes
Here are the possibilities for what you’ll hear in response to your offer: the prospect will push back, break out the calendar, or want to learn more before committing. Here’s how to handle all three.
1. Handling Pushback. “My schedule is really busy. I’m not sure I have time for that.” Respond with something like, “I understand. I know you have a busy practice. I’d be up for scheduling it next month if that’s better, or maybe we could just do coffee so I don’t take up much of your time.” If that’s not working, then try something like, “How about if we just pass on lunch if that’s more than you have time for and I just swing by your office one day for 10 minutes? I can just drop by for a few minutes if that’s easier.”
If you keep getting pushback, then just wrap it up. “I understand. I really appreciate you taking my call. I’ll be sure to say hello next time I see you at a bar association event or something. Thanks again for taking the time to talk to me.” There are plenty of fish in the sea. If this one isn’t going to work, then just bag it and move on. This isn’t going to happen often, and you don’t need to work overly hard to secure a meeting with any particular person. There are more people on your list.
2. Calendaring a Meeting. You’re going to get right into scheduling. That’s going to be the most common scenario. Go ahead and pin down the date, time, and place and confirm it with an e-mail and a calendar invitation. Use your calendar software to trigger a reminder for you to confirm the meeting the morning of the meeting so that no one forgets the plan. Be absolutely certain that you get the event recorded in your calendar. Do not screw up the calendaring of your meeting and fail to show up.
3. Managing the Skeptic. The conversation starts to stretch out immediately because the referral source wants to learn more about you and your agenda before committing to lunch. Be prepared to continue the conversation, but artfully turn the conversation toward asking questions rather than answering them. Get your referral source talking about himself or herself. Ask about the referral source’s practice, how she got started, where she went to school, etc. Pop a question based on your research so your source knows you’re prepared. Let the source talk and talk, and you’ll likely get that lunch scheduled.
Finding the Path of Least Resistance
Most of these calls will go very smoothly. You’ll encounter very little resistance. In fact, making these calls is shockingly easy once you get over the emotional hurdle of getting started. They go well, and the positive reinforcement of each call makes the next call easier. Try it; you’ll like it.
Unfortunately, dialing that first number is very difficult for most of us. We avoid the calls at all costs and do anything else that needs doing before we dial. Here’s what you’re going to have to do if you want this to work. You need to make these calls first thing in the morning. Do it before you do anything else. Pick up the phone and dial the number before you call back the client, before you head to court, and before you start drafting a pleading. Do the calls first thing.
We’re at a make-or-break moment for your networking program. If you make these calls, you’re on your way. If you hesitate, resist, and avoid the calls, then you’re done. The calls are the whole game. Make the calls and you win. Don’t make the calls and you lose. What’s it going to be for you?