I’m not special enough to be a rainmaker

The key to having a great career in law is to develop a book of business and reach that lofty rainmaker title.

The reason this matters is that clients come to you for advice, they see you as their lawyer, and they pay to have you and your team guide them. This position gives you power in the firm and your career: since clients come to you, you set the agenda, determine the staffing, and assign work.

Starting as an associate, the journey to rainmaker seems long, the destination far off in the future. It’s easy to fall into the mindset trap of being the lawyer who does the work while the others with all the charisma go out and get the business.?

Over the years, I’ve heard from many lawyers who think they aren’t good enough or special enough to be a rainmaker. They think that rainmakers are different, special, or have a magic talent that non-rainmakers lack…

But it isn’t true.

There’s nothing special about rainmakers, and there’s no reason why you can’t be one.

Likeability and other myths

When I explained this to one lawyer, he said he wasn’t likable enough to be a rainmaker.?

I was blown away. First, he was a very likable guy. But also, in my experience, likability is almost negatively correlated with rainmaker status. This isn’t a rule; there are lots of lawyers with big books of business who are very likable and great to be around, but I’ve also met many who did not tip the likability scale positively.

So, you are probably more likable than you think. And even if you aren’t, you are to somebody. Likability is perception, and there are as many gradations of likability as there are people.?

But building a book of business has very little to do with likability; it has to do with being a good lawyer and being in the right place at the right time to offer advice. It is about the brand identity that you create and how you solve problems. It is about being known.?

Which leads to other myths:

• I’m not good at speaking.
• I’m not good at article writing.
• I’m a bad networker.

All of which are irrelevant. Almost everybody has these concerns at some point. Those who don’t, nobody likes very much.

There are as many ways to develop business as there are lawyers doing it. There is no right way, so the place to start is the right way for you.

Start with who you are

Step one is to figure out who you are. Or, better, who you want to be. Ask yourself:

• What do you stand for?
• What kind of work interests you?
• What topics interest you?

Developing your book of business must be about you and your needs. You want to do work you enjoy the way you enjoy doing it. So start by defining what that means.

Remember that once you have defined yourself, your actions must align with your identity. Actions attract and convince, not words. Read more about defining who you are here and about setting boundaries so that you can be you here .

Then, whom do you want to work with

To build a book of business, you must understand who your ideal client is. Defining your client certainly depends on the type of law you practice; real estate attorneys shouldn’t chase personal injury clients.?

You should also think about what type of client you like working with. What type of personality or way of working fits with your style? Do you like clients who power through all weekend or who will work all night on Thursday to ensure they’re home for dinner on Friday?

Do you only work with high-value clients? Or do you prefer non-profits?

Consider:

• Who are your clients?
• Whom do you like working with?
• What industry are they in?
• Where do they live?
• When do they work?

Then, ask where they hang out

Once you know who you are and whom you seek, you will want to reach as many ideal clients as possible. So, knowing where they are is important.?

• What events do they attend?
• What news and information do they consume?
• What topics are they interested in?

Here’s the catch: there are generally many different places where potential clients gather and exchange information. So, find some that will work for you.

Develop business your way

Regardless of who you are, whom you work with, and where they gather, there will be plenty of clients. There are over 300 million people in the US, and you only need a few dozen to make up a very robust book of business.

It is true that you must put yourself out there and get in front of people. This doesn’t always mean networking or in-person contact: it can be social media or writing for a law journal. Do what works for you.?

This may be a bit uncomfortable at first, but with practice, it becomes easier.?

If you are a great speaker, look for speaking opportunities. If you are a great writer, write. If you are a social media influencer, be a social media influencer. If you’re a great juggler… Well… Join a juggling group.

I’ve seen lawyers start Meetup groups, hold industry events, and host meals. Networking groups can be great places to develop relationships over time. Neighborhood sports, community service, and even local politics could be options.?

Do the thing you’re good at. Don’t worry about how others grow their book of business; just show up consistently, and, over time, your book will grow.

Remember, it’s a marathon, not a sprint

You don’t develop a book of business overnight. It takes small efforts, consistently over time. Keep showing up your way, and you will attract the right clients. There is no one way to develop a business; there is no one type who can develop a business.

You can build a book of business. And if you want your career to develop into a rewarding one, you should put in the effort.

In the end, you’ll be glad you did.