You’ve heard this before. People do business with those they know, like and trust. You need to have all three legs of that stool, but the last one, trust, is the one which is the most critical. You can do business with those people you don’t know that well, if you trust them. And I am sure there are many unlikeable attorneys who are trustworthy. Those two are bonuses, but that third leg, trust, is absolutely critical.
How do you build it?
From what I have learned in my legal recruiting and law firm merger practice, There are five components needed to build trust.
Competence. They need to see that you are competent. You probably have this skill in your practice if you are reading this article and trying to improve your rainmaking skills. So let’s check this box and move on.
Differentiation and distinction. All marketing begins with “We are different because…”. But the truly attractive professional service providers have shown that they are not just different, but distinct. When you do this, you become that shiny irresistible object in a crowded market, and this beginning connection which leads to engagement is the platform on which you can build trust. If you want to learn more about this as a concept, not necessarily the point of distinction but about how to capture the attention of busy and untrusting people, read the book Pitch Anything by Oren Klaff. Or better yet, listen to the audio book and read the physical book at the same time.
Not pushing. The minute you push, people will disappear. Enough said.
Staying in touch. I learned this from my realtor Shannon Harton with Nest Realty in Richmond, Virginia. Each month he sends me something useful, even though I just can’t sell my home and lose that post-covid refinanced mortgage rate. But he stays in touch with me even though I am not a prospect to sell my home. But I know people who are. Or if my situation changes, then he will be my first call. And all of his connections with me are not “Want to sell your house?” “How about now? Want to sell it now?” “It’s me again. Want to sell your house now?” but “Here is a resource of home improvement contractors,” or “Here are summer recipes”, or “Here is a listing of other homes in the market so you can see how yours compares.”
Giving. Someone shared something as simple with me as a conference link that would be within my niched area. Without that information, I would have missed out on a chance to meet direct prospects. This thoughtfulness was enough for me to slot her in the top of my list to keep in mind for reciprocally-given value opportunities. The fact she shared something so simple but valuable is an example of how you can do the same thing for your prospective clients. Send them an article that impacts their business. Next month send them another. And the month after that, send them an article in which you were quoted on a relevant matter. And continue that trend with useful information.
Relationships are built on frequency of contact. Stay memorable by continuing to stay in touch by sprinkling little drops of selfless value to them over time. And you will be perceived as someone whom people will find truly likeable and trustworthy.
Scott Love is the founder of the Attorney Search Group, a legal recruiting firm focused on corporate and finance practice groups, and the producer of The Rainmaking Podcast.