Volume 20, Number 5 July/August 2003
Do You Still Need to Join Kiwanis?
By Lynne J. Stadjuhar
On any given day, most lawyers receive multiple membership
opportunities through traditional mail or e-mail. "Don't miss
this great opportunity to meet prospective clients and network
with other lawyers in your field. Join today for the discount
price of . . . ." Sound familiar? While membership in these legal
organizations is extremely important to the practice of law, the
time spent networking and attending these events will not pay the
bills. Most of us hardly leave enough time in our day to complete
the required amount of CLE credits necessary to maintain our
licenses, let alone attend meetings, luncheons, serve on boards,
and make appearances at charity events. Today, lawyers are much
more focused on billable time-after all, that's how we make
money, right? With the time crunch of the modern-day law
practice, is it still imperative that we belong to civic and
charitable clubs? The answer is a resounding "yes."
Clubs like Kiwanis have their roots in American business society.
The Kiwanis club was founded in 1915 in Detroit, Michigan, by a
Moose Lodge organizer and a tailor. The club was started as a
networking club for local merchants and salesmen to make contacts
with prospective clients. The name Kiwanis is derived from a
Native American phrase meaning "to trade or advertise." The
Kiwanis club contributes $70 million yearly to charitable
organizations, and each year its members donate close to 7
million hours of their time.
Most of us pass up the opportunity to get involved in
organizations such as Kiwanis, not because we believe such
involvement isn't worthwhile, but simply because we don't have
the time. Perhaps in the name of community service, marketing,
and client development, we should make the time.
Although the idea of marketing has been widely accepted by most
firms and practitioners, how to market is still a mystery to
most. Today there is a great amount of emphasis on the firm
résumé, direct mail, newspaper, legal publication,
and television advertising. However, most lawyers have realized
that these traditional forms of business advertising do not
necessarily create a windfall of client work. Because of the lack
of success through these traditional channels, many firms have
given up on marketing or have hired professional marketing
consultants to do the job. Have we forgotten that the basis of
client development is creating a relationship?
Building Trust
Let's start with the basics. How do clients choose a lawyer? In
most cases, when people make the decision to contact a lawyer,
most call their friend or a friend of a friend who is a lawyer to
discuss their particular legal issue and ask for advice on whom
to hire. People feel more comfortable sharing this information
with someone they trust. Trust is the basis for creating any type
of relationship, and as we propose, the basis for generating
business.
Trust cannot be created by simple advertising. Trust is built
over time after a person or company feels comfortable with the
character, ability, strength, and truth of a person or a firm.
Think about it: How do you hire a babysitter, a plumber, a
contractor, or any other service provider? Most of us ask people
we know and trust to recommend someone they know and trust.
Although it is true that some services can develop business from
the traditional forms of advertising, most is generated on
referrals. Membership in an organization or club creates this
type of relationship and often generates business.
Membership here does not mean attending an occasional dinner or
cocktail hour; it means attending regular meetings and activities
as well as contributing to the cause, not only financially, but
also by donating your expertise. You need to show the other
members that you are not only trustworthy but that you have an
expert knowledge of the law. By participating or perhaps donating
your professional time, you will become more than a name on a
roster-you will take on a persona.
Historically, each town or community had one general store, one
doctor, and one lawyer. All of the residents of the town knew
each other and knew whom to contact when they needed these
services. Think of these clubs and organizations as communities.
If you participate and get to know the members, they will get to
know you. You will develop a trust relationship with the members,
and when they are faced with a legal issue or are asked if they
know of anyone who can help, you will be the first friend on the
list.
Although this marketing plan is logical and simple, it may
require some time and training for your partners and associates,
as well as some discipline on your part. This type of thing is
not taught in law school. Although there are several
opportunities to network with potential employers and gain
experience through legal aid clinics, this type of marketing is
different. Once young lawyers land their first job, most relax
and spend their extra time learning the practice of law. It is
important to instill the mindset that law is a business, and
although they have landed that coveted first job, their job does
not exist without a steady stream of work. All lawyers must
market their practice to stay profitable.
Relationship Marketing in Trade Groups
Most firms and practices already rely on current client referrals
for business development. That is a good start. However, there
may be an entire world of untapped referrals that you are missing
if you fail to practice the oldest form of advertising: good
old-fashioned relationship marketing.
By building relationships with people, lawyers create the natural
flow of business. Lawyers must rely on referrals to keep their
practice up and running, let alone profitable. Referral
advertising is the most common way to attract new clients in the
field of law. There are so many potential client bases that have
remained unexplored by the legal profession. For example, when
you are developing your marketing plan, whether it be individual
or for a firm, take some time to investigate different trade
groups and organizations. Look beyond the traditional membership
groups such as bar associations and other law-related
organizations. There are vast gold mines of clients lurking in
associations and groups that are not even aware of their legal
needs. Undoubtedly, your current clients belong to several trade
groups, attend trade shows, and keep in contact with people they
have met through the years in the industry. Ask your current
clients to advise you regarding what groups are reputable and
what groups will allow you to get to know the industry in
addition to the people in it. Not only will your client realize
that you are truly committed to representing their best
interests, you will gain their respect as well as the respect of
their colleagues.
Again, this marketing technique will not work if you do not take
an active role in the group once you become a member. After you
join the group, take an educational or consulting role. Perhaps
offer your legal services to the group in exchange for a
sponsorship position. Make sure your information is accessible to
the members of the group so that when they need you they can
easily contact you. Be aware and prepared that you may not
develop a client relationship overnight, but when these people
need help, they will remember the name of the lawyer in their
industry group they met at the annual dinner or the lawyer who
talked about issues in law that concern the industry.
If you are a small firm or solo practitioner, marketing the name
of the firm will not give you the same name recognition as it
does for large, well-known firms. Emphasize your name, not the
name of the firm. Capitalize on the personal relationship you
have created.
One way to make them remember your name is to use your expertise
to educate the members about why they need legal assistance.
Place yourself in an expert role for all members of the group.
Study the industry and the legal needs of its members, then ask
the group for time to give a presentation. If the group has a
publication, ask for permission to submit an article regarding
the legal issues that apply to the industry. Explain when and why
legal representation is important to their business. No matter
what field of law you have chosen, offering legal advice will
automatically gain respect for you and your firm.
Perhaps the most significant reason to pursue membership in these
clubs and organizations is our civic duty as lawyers. The Model
Rules of Professional Conduct state, "Lawyers, as guardians of
the law, play a vital role in the preservation of society." This
is true not only in the courtroom but also in the context of
providing legal education to clients and society alike. As
lawyers we have special skills that, when used correctly, can
benefit society. By offering our time to these clubs and
organizations, we can fulfill our civic duty.
The American law system is based on the theory of stare decisis,
dictating that we shall rely on precedent when presented with the
same set of facts. Membership in civic and trade organizations
has been the practice of lawyers since the creation of the
American legal system. Who are we to disrupt this tried-and-true
method of legal marketing? These groups and organizations are the
perfect forum for us, as lawyers, to build our businesses and
develop professional relationships with people in our
communities.
Lynne J. Stadjuhar practices law with Zupkus & Angell, PC, in Denver, Colorado, where she specializes in general litig tion, insurance defense, insurance coverage, and bankruptcy. She can be reached at lstadjuhar@zalaw.com.
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