Work Smarter, Not Harder

Photo by Shane Rounce

I have been working with several groups of attorneys and consultants in the past few years and have discovered a common theme with these groups of professionals who work together at their same respective firms – no one really knows their colleagues.
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Sure, some of them know each other through working together on client matters, or meeting folks at firm retreats, but most of them don’t take the time to get to know each other and explore ways to help each other. 

Since this realization, I have made it mandatory for each group member in the coaching programs to schedule a 15-20-minute Zoom call to get acquainted, learn what each person does for the firm, and open a dialogue to explore ways to go to market together. The results have been impressive.

Not only does each participant have a better idea of what their firm offers outside of their practice area, but they have now a stronger internal network that will ultimately grow their practice over time.

This concept of collaboration seems straightforward and easy to do, however how often do you do it? In a world where everyone is heads down in work, the simple task of growing one’s internal network often takes a back seat.

The human nature in business development is to be outward facing to meet external contacts who might eventually turn into clients. That is certainly important, however for those who work in firms, let’s not forget about your colleagues who work on the same team.

Building awareness amongst your colleagues is only the first step. Just because someone now knows you and what you do, doesn't mean that they trust you yet to introduce you to their clients. Like with prospective clients, it takes time and energy to build a relationship to a level of trust with your colleagues.

The good news is that it is never too late to start expanding your internal relationships. It does take intention and focus, though. Think of other practice areas that are synergistic with yours and start there. Reach out to colleagues who you don’t yet know and ask for a brief meeting to get acquainted and explore opportunities to help each other out. Most of your colleagues will be open to it and appreciate the outreach.

I used to focus on collaboration toward the tail end of the group coaching programs, however now I touch on it at the beginning and drive the point home throughout the 6-month period. Not only have many of the participants been able to help their clients’ needs outside of their practice area, but they have teamed with colleagues to win more work on joint client pitches.
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Business development does not need to be difficult. Think of ways to work smarter, not harder. Building a relationship with a new colleague is much easier than building a new relationship with a prospective client. Let’s not forget about this important revenue stream that is often overlooked.