How An Introvert Can Build
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58 Law Practice January/February 2017 www.lawpractice.org
J
Even lawyers preferring
introversion can learn
to be comfortable, succeed,
and enjoy building
their practices.
a Thriving Practice
IMAGE COURTESY OF LEONARD MC LANE, GETTY IMAGES
By Anne E. Collier
amie is a newly minted partner
with a demonstrated expertise
in public utilities. Jamie has published several articles and occasionally speaks at conferences.
Along with partnership came
pressure to step up businessbuilding activities. A slight panic sets in.
A bit reserved, Jaime enjoys interesting
professional development events but dreads
the seemingly endless networking sessions
requiring idle chitchat. And converting a
complete stranger to a client prospect is way
out of Jamie’s comfort zone.
Jamie seeks the counsel of a more senior
colleague, Sandy, who has been successful in
developing business despite the fact that, like
Jamie, Sandy also prefers introversion. Both
prefer to reflect, think and analyze. This is not
uncommon for lawyers and, in fact, is an asset.
A critical difference between extroverts and
introverts is that while extroverts are usually
energized by talking with others on a wide
range of topics, introverts find most chitchat
boorish at best. Introverts want to engage in an
interesting, more meaningful conversation as
quickly as possible. And introverts prefer time
to prepare before social activities and need
recovery time afterward.
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www.lawpractice.org January/February 2017 Law Practice 59 Sandy is sympathetic to Jamie’s plight. Having
shared similar apprehensions years ago, Sandy welcomes the opportunity to mentor a more junior
partner. Sandy wants Jamie to know that preferring
introversion is an advantage to be leveraged.
CHOOSE MULTIPLE STRATEGIES
Sandy explains that successful business development requires multiple strategies and that selecting a
few from the list below that are a more natural fit for
Jamie’s preference for introversion increases the likelihood of success:
• Writing client alerts and short articles for firm publications or social media.
• Offering expertise in media interviews with publications, e.g., The Wall Street Journal, legal journals
and trade publications.
• Writing longer articles and book chapters.
•Investing in relationships with potential and
current clients.
• Getting involved with bar associations.
• Presenting at conferences.
• Hosting conferences or volunteering at them.
• Building relationships with institutional clients.
• Being active in nonlawyer groups.
BECOME KNOWN AS AN
EXPERT THROUGH WRITING
Because Jamie has enjoyed success in publishing
articles, Sandy suggests that Jamie continue profileraising with the written word. “I know how much
you like to inspire with game-changing insights.
To be recognized, you have to share more publicly,
and getting published is a perfect strategy for an
introvert,” Sandy explains. “In fact, the article I
wrote years ago on normalization for public utilities needs updating, and if you are willing to take
the laboring oar, it’s yours.”
Sandy also suggests reaching out to bars and
publications. “Simply email editors with topics and
send them that piece you wrote last year on contributions in aid of construction,” Sandy says. “Build
your library of both short and long articles to share
with current and prospective clients and to use as
handouts when you speak at conferences.”
INVEST IN RELATIONSHIPS
Sandy reminds Jamie to invest in relationships with
current and prospective clients and referral sources.
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60 Law Practice January/February 2017 www.lawpractice.org
“Visit anybody who will see you when you’re ‘in the
neighborhood,’ even if this means scheduling a trip.
It’s worth the time. Whenever you travel for a client
meeting, stay longer for business development
meetings. Make it easy for prospects; offer to take
them to lunch or dinner, but suggest stopping by
the office if that’s more convenient. Your purpose
is to reinforce and build the relationship, especially
with clients, regardless of whether you’re currently
doing work for them. You need to be top of mind.”
GET INVOLVED WITH
VOLUNTARY AND LOCAL BARS
Sandy suggests Jamie step up engagement with professional associations. “How about joining a bar
committee with the goal of ultimately serving as its
chair? I’d be happy to get that ball rolling.” Jamie tries
to hide a grimace. Sandy, seeing it, responds, “I enjoy
a conference or event more when I am an organizer
or volunteer. I am more comfortable because I have
a purpose and don’t feel self-conscious about having
to generate conversation, talking about myself or,
worse yet, feeling like a used-car salesman pushing
a sale. People get to know me as being capable, a
resource and a team player.”
This approach is a win-win for introverts because
rather than enduring awkward networking time,
introverts are “on the job,” naturally engaging
with others by helping with conference logistics.
Conversations about logistics morph into substantive
conversations about the sessions, which then morph
into conversations about the introvert’s practice and
the other person’s practice or business.
PRESENT AT CONFERENCES
“Since we’re on the topic of conferences,” Sandy
continues, “let’s focus on how to make the most
of your time. It’s better to attend a conference as a
presenter because you are seen as an expert. Even
better, being a presenter allows you to cut through
some of the uncomfortable and boring chitchat,
which we introverts loathe because participants
typically ask questions about your presentation.
Don’t forget, many of the participants prefer introversion and, like us, are in search of an easy nonpersonal discussion topic.”
Jamie will want to consider whether it is most
comfortable to serve as a solo presenter, panelist
or moderator. As a presenter or panelist, Jamie can
Visit anybody who will see you when you’re ‘in
the neighborhood,’ even if this means scheduling
a trip. It’s worth the time.
repurpose presentations as blog posts, articles or
contributions to the firm’s newsletter. Even as the
moderator Jamie could summarize the comments of
the panelists, adding insights. “Remember the Acme
project?” Sandy asked. “Neville reached out after
seeing my name on a conference program he didn’t
even attend. I addressed the very issue he was facing.
He saw me as a recognized expert, called, and we got
the work!”
PROSPECT WITH
NONPROFESSIONAL GROUPS
“Let’s consider your involvement in nonlegal activities,” Sandy suggests. “I know you’re involved in
your church and coaching your daughter’s soccer
team. Everyone you meet is a potential client or
referral source.”
Jamie isn’t expected to push business cards on
people. Instead, in the normal course of getting to
know each other, they will learn about Jamie and
the firm and, over time, may look to Jamie or the
firm for help.
“Why don’t you work with the business development team?” Sandy suggests. “Terry does a fabulous
job at helping our partners develop talking points
about themselves and their practices. Terry will translate your expertise into interesting sound bites. Let’s
face it, saying ‘I’m an energy lawyer’ is not particularly
interesting or engaging!”
PHOTO COURTESY OF
YES, NETWORK, BUT BE PREPARED!
Finally, Sandy focuses on leveraging Jamie’s practice
of thorough preparation.
“Always have a couple of stories prepared to answer
the ubiquitous question, ‘How are you?’ or ‘What
have you been up to?’ Answering, ‘I’ve been busy,’
which everyone is and says, is completely unmemorable. More importantly, you lose the opportunity
to spur interesting conversation about your work.
Conveying that you are excited about your practice is likely to inspire interest and respect; people
will remember you! A ‘news story’ can be anything
from an interesting project to an article you’ve read
or, better yet, an article you’re writing.” Once again,
Jamie grimaces. As an introvert, Jamie prefers not to
share much of anything.
On the flip side, Jamie, like most introverts, is
naturally an excellent listener, learning quite a
bit about prospective clients and referral sources.
“Having a story ready doesn’t mean you dominate
a conversation,” Sandy explains. “Be prepared—as
I know you always are—to share a little something
personal and interesting before you turn the attention back to the other person. And don’t forget to
prepare with a couple of actual news stories and
a few open-ended questions to get others talking;
this way you won’t have to share too much.”
Sandy continues with another tip. “Before an
event or conference, I try to obtain the guest list to
determine if anyone I know or want to know will
attend. I reach out with an email suggesting that
we ‘connect’ at the event, so I arrive with a clear
purpose in mind. Especially if I don’t know who
is attending, I arrive early, get comfortable in the
space, and figure out where the refreshments, registration table, specific rooms and restrooms are so,
as guests begin to arrive, I can help them. This reinforces that I am a resource and allows me to get to
know people more comfortably.”
With notes in hand, Jamie feels ready to create
a plan of attack. “Thanks for your advice! Let me
think, and I’ll come up with a multifaceted plan. I’ll
get back to you about the article and your offer for
introductions to the bar leadership.” Sandy smiles,
recognizing a fellow introvert’s inclination to think
before committing. LP
Anne Collier is a Myers-Briggs Type
Indicator Master Practitioner and
the founder of Arudia, an executive
coaching and training firm, in
Washington, D.C. [email protected]
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www.lawpractice.org January/February 2017 Law Practice 61