THE AUTHORS:
Cécile Roche, Consultant and head of MCBD Services
Jon Passaro, Executive and team coach at Jonathan Passaro Coaching
Networking is a word that can provoke eye-rolling or even anxiety — especially for people who consider themselves introverts. Yet, it’s an integral part of a lawyer’s job as it is one of the foundations of legal business development. That is why we have put together this quick, no-nonsense guide, based on our combined experience as a legal marketing expert (Cécile), and executive coach (Jon) who both focus their work on lawyers (and who actually started collaborating after reconnecting at a massive networking event).
Start Small
If networking makes you uneasy, don’t make it any harder for yourself than it has to be. Skip those huge events in cavernous hotel reception rooms and instead think small: reach out to a work contact you haven’t seen in a while and find out what they have been up to lately. Propose lunch if you want to explore further. Once you feel more comfortable with the ebb and flow of a networking conversation in friendly settings like this, you’ll be ready to move on to bigger events.
Start Close
If you consider yourself a networking novice, start with people with whom you are relatively close and who you know are friendly. Yes, even lunch or coffee with someone you consider a true friend can be networking! And if you work for a bigger firm, never underestimate the importance of networking with colleagues in other practice groups – you just may need to hit that tax colleague up for advice on your case at 2am the night before a deadline, and they will be much more willing to help if you have gotten to know them a bit beforehand. If you move to a different firm or set up your own, you’ll be very happy to know whom to turn to if a tricky tax issue arises in another matter.
Keep it Simple
Are you afraid that you might not have enough to talk about to occupy a three-course lunch? Why not suggest coffee instead? Meeting up for a pre-work caffeine fix can be a great way to break up the work week routine and make you feel like you have gotten in a win before you even set foot in the office. It’s also inherently time-limited, meaning that it can be an incredibly efficient way to network. Just be sure you scope out the venue ahead of time to assess how busy it is at the chosen time, as well as to ensure that noise levels during the morning rush won’t interfere with your conversation.
Keep it Real
We have had many clients complain to us that networking can feel forced or even fake. It doesn’t have to be that way. If you find your work even remotely interesting, then surely you have some contacts you may not have heard from in a while and from whom you would be genuinely interested in hearing updates. That’s networking. Do you regularly work with expert witnesses, or did you have a client with whom you built an especially strong rapport when working on a previous case? Why not ring them up and propose meeting up over lunch or coffee? If you enjoyed spending time with them, chances are the feeling is mutual.
Find an Ally
When it does come time to attend a huge networking event, find a friend who is happy to accompany you throughout the evening. You’ll have great opportunities for network cross-pollination by introducing contacts to one another — a great, no-pressure way to network. Having a partner in crime is especially useful if the event overlaps with meal times and food is available — you’ll want someone to hold your drink if you’re eating something that requires two hands, or to cover you so that you can chew in peace without people awkwardly waiting for you to respond or introduce yourself seconds after you popped that slightly-too-large canapé into your mouth. But if you do have to attend solo:
Put Your Phone Down
Many people’s instinct — especially at large events — is to hide behind their phone so that they don’t have to confront the discomfort of standing alone in a big group of people. Resist this urge. It is totally normal to be alone at these events — we have all been there, and no-one is judging you. But standing crouched over your phone pretending to write an email to a client is going to make it unappealing for anyone to come up to you. If you need to, go practice at a bar either where you live or, even better, next time you are travelling. Get used to standing solo without your phone, and noticing that, even though it might be uncomfortable at first, you will actually survive.
Just Say Hello
When you do see someone else standing alone, go up and introduce yourself. The absolute worst that can happen is that they indicate they don’t have time and move on to someone else — life goes on. In our experience, solo attendees are usually relieved when someone goes up to them and strikes up a conversation. So, make the first move and save someone else the trouble of having to do so themselves.
Go Easy on the Booze
Networking events can be stressful, and some people try to ease their nerves with a drink or two. This is a networking no-no . Even people who are more comfortable at such events might be tempted to take advantage of tantalizing beverage offerings at more upscale events. Or it might be just too easy to lose track of how much you are drinking with so many people buzzing around you. Limit your consumption and consider it an investment in your future. No one wants to be the person who starts slurring their words midway through the event, or who says something they’ll regret the next morning. Once you notice you’ve had a bit too much, it’s already too late — so switch to water early in the game. In the future, you (and your fellow attendees) will be enormously grateful.
Be Strategic With the Food
Hors d’œuvres can be delightful–but merit caution. Think before you grab. If you are holding a drink, can you eat whatever you have taken with just one hand? Does it require a napkin and, if so, where will you put it afterward? If you’re clumsy, is the food item being proposed a potentially dangerous choice for your unsteady hands? And if you notice that the person with whom you have been trying to get in touch for months is standing just a few steps away, just say no to that tantalizing offering: nothing is more frustrating than having a full mouth at the precise moment when you need to strike up an important conversation. Grab a quick bite before you get there. Your stomach will be happy, and you will stay focused.
Know Your Strategy
There are two kinds of networking: general networking maintenance, and networking with a specific purpose in mind. We suggest you start with the first variety; nothing feels tackier than dusting off someone’s email address for the first time in years just to ask them a huge favor. Staying in regular contact with people makes it much less uncomfortable — for both parties involved — when the time comes for one of you to call in a favor. For more directed networking, make a plan, and talk to people in a strategic order. Don’t lose sight of why you’re there and what your objectives are. In line with the guidelines, we mentioned above, when you are looking for something in particular, start with the people you know best and who are most likely to answer any requests positively. They will arm you with additional insights and information that will allow you to make a better impression on those on the more distant fringes of your social circle when it comes time to reach out to them.
Have Fun
This is the most important part. Whatever it takes (unless it involves alcohol, see above), make sure you’re having fun. The steps in this guide are designed to help you do just that: by designing a networking strategy that feels natural and authentic, you should be able to find a way to take the “work” out of networking. And let us know how you go, we’re always happy to hear feedback!
ABOUT THE AUTHORS:
Cécile Roche is a consultant in marketing, communication and business development (MCBD) for the legal industry. After studying law in France and in England, Cécile worked for over ten years in the International Arbitration practice of a Magic Circle law firm in Paris. In 2016, Cécile was awarded an MBA and embraced a career in legal MCBD. She worked at leading business law firms in Paris and Monaco for the next six years. In 2022, she founded MCBD Services, a legal marketing company based in France, where she works as a consultant, putting her skills and experience to the service of French and foreign lawyers working in global markets.
Jon Passaro is an executive and team coach who works with lawyers to help them maximize their potential without sacrificing their well-being. Before starting his coaching practice, he was an associate in the international arbitration practices of two leading international law firms, and then a member of the in-house legal team at the OECD. He is based in Paris, France but works with clients worldwide in both English and French.
