I got an email from an attorney friend and subscriber who is hosting a holiday party for 80 clients, referral sources, and prospective clients. He asked me for ideas about how to get more business out of the event, “either at the event itself or soon thereafter”.
He’s a sharp cookie and an astute marketer. He buys all my stuff. Yeah, he’s that smart.
Anyway, his question is a good one. What can you do to leverage the event to build your practice? What might you say to the guests? Do you hand out anything? Announce anything? Invite them to see or do something?
The answer is no. Don’t do any of those things. Just be a good host.
You don’t want to be “that guy” who turns a festive gathering into a sales pitch. You don’t want people to question your motives for inviting them to a party.
Be a good host. Enjoy the event and make sure your guests do, too.
As host, your job is to introduce your guests to each other. Say something nice about each one and make sure the other person knows what they do. This will stimulate conversations among your guests, which is always a good thing, especially if they talk about you and how you’ve helped them. Your guests may make some new friends. They may also get some business from those new friends.
And you get the credit for introducing them, you yenta, you.
By the way, you should do this at parties where you aren’t the host. At networking events, too. Be a matchmaker. Introduce people to other people.
After your party, send everyone a note thanking them for coming. Tell them you enjoyed seeing them again (or meeting them) and you’d love to get together with them sometime soon.
No agenda. No offers. Just friends.
Later, when you meet with them or talk to them again, look for ways you can help them in their business or personal life. If you have something going on–an event, a special offer, news–go ahead and share it. But keep the focus on them.
When these people see your name on caller ID, or see your email or letter, you want them to smile and eagerly take your call or read your letter. You want them to think fondly of you and be glad to know you. You don’t want them to lump you in with everyone else who is pitching something.
They already know what you do. Stay in touch with them, help them, and when they need your services or know someone who does, they won’t call anyone else.
Learn how to grow your practice and income: The Attorney Marketing Formula
