"Tip of the Week" - Don't Join Bar Associations to Get Clients

When I talk to new lawyers the first thing they say is, "I've signed up for 1, 2 10 bar associations so I can network, meet other lawyers, get some referrals going."  Right?  Wrong.  Same thing for Chambers of Commerce.

Do you want to try and catch a fish where all the fishermen are, drinking and eating, learning about fishing, socializing, comparing bait and giving awards for the nicest rod and reel?  Or if someone catches one fish and it's too small for them or not what they normally eat, you have ten lawyers fighting for this little fish to be referred out while the referring lawyer may still keep a small piece for themself. Or do you want to go fishing where the fish are big and abundant and the fishermen scarce?  If you are looking for your ideal client you want to go where the clients are many, the attorneys few.

Lisa Landy of Akerman Senterfitt, a 500 lawyer firm states:

Best Practice: Focus on organizations that attract and appeal to your ideal clients.

Rule: Your goal is to land clients, not meet competitors or vendors. If clients and prospective clients are part of the organization, you know there is value for these people.  You want to become expert in the client's business, know their priorities, speak their language, make contact and build relationships. So, for business development purposes, avoid bar associations unless you can get referral business from these other attorneys. Also avoid generic groups such as chambers of commerce.

This article is chock full of valuable advice and a good read.

Also, remember, marketing is also about having fun.  If you are not having fun, if you are biding your time networking in ways which leave you miserable, you will be ineffective.  If you are a surfer, marketing can exist at surfing competition; a gourmet chef, a dog lover, opportunities abound to market in ways you ultimately derive many benefits.  Don't get caught up in mindless cookie-cutter behaviors which leave you drained if you don't enjoy them.

What is the most creative and fun way you have networked?

Comments

[Dan Schwartz]

I think your comments are only partially accurate when it comes to bar associations. I agree with you that it won't give you contact with many clients.
But what it will give you are other skills and other contacts which may be just as valuable to the attorney.
For example, referrals are often a big source of business for smaller firm attorneys, particularly from colleagues at big firms who may be conflicts. Getting involved with the bar association makes those connections. It also allows friendships to be developed with people on "both sides" of a litigation bar -- which can help with settlement or case development.
Finally, the Bar association can certainly raise a person's profile among their peers and lead to more connections.
In my view, the bar association remains a integral piece of marketing and professional development. Get involved with other organizations but don't dismiss the bar association as a valuable piece of marketing.

[Susan Cartier Liebel]

Dan, welcome to this blog!

First, what you state is true. Associations can provide many valuable benefits. However, when you are looking to source out where your ideal client is, unless you are the 'lawyer's lawyer' meaning your client's will primarily come from other lawyers, your time, energy and resources should not have you signed up for every bar association first or even second. Your time should be devoted to participating in those venues where your ideal client circulates. If you feel you need (for all the reasons you stated) the benefits of the bar associations secondarily, then it has its place.

However, the lawyers I deal with believe they have to start out joining these associations committing time, energy and resources here FIRST believing this is the number one marketing tool. This is not going to get them the revenue generation they require to sustain a new practice for the reasons I stated. There are simply too many fisherman gathering around this ol' fishin' hole.

[Rochelle Richardson]

Susan,

I think that you hit the nail on the head. If one wants fish, why spend all day hanging at the fisherman's bar trading stories about the one who got away? And, so many new attorneys, excited to have earned their "membership card", can't wait to go to "club" functions. Well, for new solo's, there is also another reason to focus on organizations of non-lawyers who can use your services: They may build your self-esteem as an attorney. This may be especially true if one is a member of group that is typically underrepresented in the legal profession. For example, women of color are still underrepresented in the legal profession. I have found that among non-attorney groups of women of color, the fact that I am an attorney means something to them. It isn't so much about how big is the law firm as it is that I am one of them who is in a position where we are underrepresented. In fact, in such circles, the fact that I do not "work for someone else" in the sense of an employer means a lot to them, as independence is valued. Ironically, as a new solo may feel "put upon" by the profession in general, interacting with groups where one can be viewed as "a rare one of us" is more than just an opportunity to build client relationships. It can be an opportunity to strengthen and renew the self.

[Chuck Newton]

Yes, I agree with Dan. The statement is only partially right. I get almost all of my referral sources from attending bar meetings. Now admittedly that is an abstract term, for we have to ask what bar meetings or organizations do I belong? In my case I join bankruptcy bar groups. This is because I help protect the rights of those who have filed bankruptcy. I need these referrals. I am not going to get them any where else. And, the truth of the matter is that lawyer referrals can be a big part of any practice because lawyers of all stripes run into clients in related areas that they cannot or do not wish to help. They will refer the work. So attend bar meeting and join organizations of lawyers that are in related fields, but not your field. If you are a family lawyer, then attend general bar meetings. If you look for probate related work, join the bar that caters to personal injury lawyers. If you wish to practice consumer law, you had better not avoid the bankruptcy bar associations. Who do you think reads all of those collection letters and documents phone calls and improper lawsuits? There are approaching a million attorneys in this World, neglect the potential of knowing these people at your own risk of failure. The advice is accurate on two levels. The first is that bar associations should not be your only source of meeting and greeting that leads to establishing a list of contacts from which to solicit business. You are never going to succeed if you view joining any organizations as the end all of your efforts to build and maintain a practice. It is only the first step -- to make contact. You have to follow up from there. The second level is the point that I think is really being made. You need to join those groups and organizations that can actually benefit you and your practice. If you are a consumer bankruptcy lawyer you need the fellowship that comes being a part of your local consumer bankruptcy attorney bar. You will probably get a few cases. But, you also need to be attending those groups which see but do not represent your client base. If you are a consumer bankruptcy attorney, that would be the family law bar, the personal injury bar, and groups supporting CPAs, Realtors, human resource people and the like.

[Susan Cartier Liebel]

Chuck,

You are a perfect example of the 'lawyer's lawyer' where the practice can only be sustained by circulating amongst other lawyers. Therefore, the bankruptcy bar IS where you ideal client is.

However, as a number one marketing tool for others who rely heavily on working with or referral by non-lawyer clients, my position stays the same...find where your client or referrer of ideal clients are first....then join appropriate bar associations secondarily for additional benefits such as you and Dan stated if this is what you believe you need pesonally and professionally.

[Dan Schwartz]

Susan: I appreciate your additional thoughts on the subject, particularly the "lawyer's lawyer".

Ultimately, I remain convinced that there is not a one-size fits all approach to marketing. Should bar associations be the ONLY involvement of an attorney? No. But for some attorneys, it may a good fit for their practice.

Lastly, I tend to subscribe to the belief that the attorney needs to find their own 'voice' and 'place'. Do the marketing that works best for you.

[Peter Olson]

Bar association referral services are great client development sources for young lawyers.

[John Coughlin]

I agree with Susan, particularly as she clarified her position. Bar Assn's and Chambers do serve a purpose, but unless a given practitioner has calculated the basis for which referrals will derive, one should not seek business generation as the primary benefit. Those who join for referrals without thinking it through will be the ones who attend meetings and events looking for chance encounters while standing around bored. Not the best way to shine. There are however many other benefits of membership, particularly for new lawyers or those in transition from another role.

[Carolyn Elefant]

I think that Susan's point is important because conventional wisdom is that lawyers should join bar associations. And as many commenters point out, bar associations also help build valuable relationships that lead to referrals. However, many solos starting out (or even those busy in practice) often have limited resources that need to be carefully allocated. If they only have $500 to spend on membership fees annually, the money might be better spent joining , for example, a trade association and a college alumni group rather than presumptively joining a state bar association. Also, for those in specialty practices, many of the specialty bar groups - like NAELA (for elder lawyers), Assocation of Trial Lawyers (formerly ATLA) or Immigration Association may be better deals than a generic bar because membership will entitle you to CLEs and other training materials.

[Jim]

Susan,

I love your fish analogy, and I completely agree with you. I've been thinking about this topic a lot lately, as I've never really gotten involved in my local bar association, and feel guilty about it. I just wrote a post about how I am going to start to deal with this on my own legal marketing center blog.

Great content, keep it up!

[Kimo]

I never belonged to the Colorado Bar Association (its voluntary) and I retired at age 59 as an oil and gas attorney/geologist. I believe large organizations exist to perpetuate themselves and their cronies.

[Susan Cartier Liebel]

Kimo,

For the most part, I'm not a huge fan, either. But there are many who belong to these organizations who serve with a higher purpose and I commend them and applaud their stamina in the face of what you've identified :-)