Building Relationships Offline: Three Top Tips

Building relationships offline is the savvy LNC’s way to cover all marketing types.

With all the social media platforms available today, it’s easy to focus your marketing time here because engaging with your computer is generally less time-consuming than attending real-life functions and talking to people in your community. However, if you depend solely on social media for marketing, you’re missing a vast opportunity to market your business to locals in your backyard.

Your marketing goal should always be to build relationships with attorneys you can help with your services. Even though you may be tempted, don’t push the hard sell on people you’ve just met. They don’t know you, so they likely won’t spend their hard-earned cash on your services. However, by interacting with them at networking events and engaging them on social media, you have built a foundation upon which to build a stronger relationship, which may ultimately lead to them retaining you.

Building Relationships to Get Started Networking Offline

Walking into a room without knowing a single soul can be daunting. But the alternative of not sharing your story and your services with those who may be seeking this exact answer to their problems is equally troubling. No matter how you want to start networking in real life, put on your brave face and tackle your social fears head-on.

1. Join a Relevant Business Networking Group

Very often, there are dozens of business networking groups and chambers of commerce spread across the country in every locale, so you can pick and choose which group is best for you. Yes, you want to reap a reward for being a part of the group, but your acceptance into any business group will depend on what you can contribute. After all, it’s all about building relationships.

Some groups are more formal and have standard meeting rules, while others may be much more casual and usually smaller in scale. Ask to visit a meeting or two before applying, and never be afraid to ask questions about the other members or when the group was formed.

2. Hold Live Workshops

What better way to showcase your authority and expertise than to speak to your local community? Turn an online webinar into a live presentation or create one customized to your local attorneys’ needs. Contact your local bar association, and very often, if the presentation is unique and relevant to the community, you will get a booking.

Even if live events are not your forte, choose a topic you are passionate about and could speak about for hours. Your passion will carry through, and you’ll be less likely to be nervous or tongue-tied. Make sure to collect business cards or to have attendees sign in so you can connect with them on social media and continue the relationship building.

3. Volunteer in the Community

Look for groups that are relevant to your experience, but don’t go in thinking you need to change everything. Building relationships should be a positive experience, so offer your guidance and input when asked. Otherwise, enjoy conversing with other volunteers, board members, and administrative personnel, all of whom can refer you to their family, friends, or other networking contacts.

Still Stumped on How to Build Relationships?

Join us for our 10th LNC success (R) online conference on September 26 and 27, 2024.

You’ll love the opportunity to gain knowledge, support, and network with colleagues. One of my sessions will explore mastering difficult client situations.

Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.

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