Course: Getting Inside the Tent: Identifying Less Obvious People Who Can Provide an Entry Point

You can't talk to a company, only to persons within a company. So, who is the best person to meet with to pursue business with a company, and why would they want to speak with you, much less introduce you to others?

OK, that wasn’t fair; it’s a trick question. There is no single right answer, no single “best” contact. In a modern company, many people have a stake in the problem you solve, and most of them can provide you with an entry point.

There's a wrong answer, though: Lawyers spend far too much time marketing to other lawyers, whether corporate counsel or presumed referral sources. There are better destinations that offer fewer barriers and less competition.

While your competitors are wasting their time and getting frustrated waiting around forever for an audience with Ms. Big, you’ll have learned about all the others who’ll not only get you in the door, but who’ll also become valuable intelligence sources and guide you through the often byzantine world that makes up the prospect’s decision culture and process.

There are many more ways to get in than most lawyers are aware of, and many more people who want to help you get in – because it's good for them! You’ll mobilize this internal cadre to make your life easier.

You can't talk to a company, only to persons who work there. So, who will that be, and why would they want to speak with you? Lawyers spend far too much time marketing or selling to other lawyers, whether corporate counsel or referral sources.

Learning Category- Marketing

Generating Opportunities to Sell (Getting Found)

For what do you want to be known? The process of identifying the source of real opportunity for you, and attracting the attention of the right kind of clients for the right reasons. It’s not who you know, but who knows you -- more importantly, what they know you for.  The good news is that it’s completely within your control.