What Is A 21st Century Rainmaker?

We all know the term ‘Rainmaker’ and we all know someone who we’ve worked with or that we know who fits our own definition.

It’s that person who just seems to be able to find high value, good quality work, seamlessly. They’ve developed relationships over the years and built a loyal client base. They know all the right things to say and they make it look really easy.

But the world is changing, and what worked 20 years ago doesn’t have the same impact it used to, so copying the rainmakers of the 20th century won’t get you the results you are looking for.

So, what does it mean to be a 21st century rainmaker?

Well, there are 5 characteristics that every 21st century rainmaker needs to have in their armoury - what I call the 5 C’s.

1. Clout?- Rainmakers know their subject matter and they can talk about it in the context of their customer’s particular circumstances. They understand that not every piece of legislation or every case law will be relevant to every customer, so they listen before they tailor their advice, challenging their customer perceptions and ensuring that every conversation adds value.
2. Confidence?- Rainmakers can walk into any meeting and not be phased, speaking with the kind of certainty that transfers to their customers. They talk as if they are sharing time with a peer or an old friend.?And they have the confidence to ask for the work.
3. Credibility?- The best way to be known in your industry is as an expert. Having your reputation precede you will help you establish your?authority in meetings and make getting meetings so much easier. And there’s no better place for building your personal brand than on social media, where you can reach an audience from all over the world that no ‘in-person’ event can match. Rainmakers understand how to build their personal brand across different channels and media, whether that’s getting referrals from existing clients and contacts, in-person events, on webinars and on social media to establish their credibility and build confidence among their target market.
4. Creation?- The 21st century rainmaker knows that living off referrals is putting all your eggs in one basket. That’s why they don’t wait around hoping for the work to fall into their laps - they go out and make it happen. Along with cross-selling and upselling to their existing clients, rainmakers will go hunting for new customers. And they won’t stop at inbound selling - they’ll use cold calling and emailing to reach those prospects they feel they can add the most value to.
5. Connection?- Rainmakers know that most legal services are a complex sale, so it will take more than one meeting to win a new client, especially when it’s high-value. By nurturing relationships with prospects and clients that create real value, rainmakers win and keep their clients, who do their marketing for them by becoming raving fans, with testimonials and referrals that no paid advertising can match.

How many of these characteristics do you recognise in yourself? And if they aren’t all there yet, what are you going to do to become a 21st century rainmaker?

That’s it for now.

Here’s to making it rain!

Ps. The Legal Iconoclasts Expo#2 is coming!

'Value-Based Pricing: How To Create Your Own 'How-To''

Join me, John Chisholm, Shaun Jardine, Leah Steele (with more speakers to be announced very soon), as we take you through a deeper dive into value pricing and all the benefits it can bring to your clients, team members and business.

And you'll network with iconoclastic legal professionals from around the world, who are breaking barriers and changing the way we provide legal services.

ONLINE on Tuesday 16th May at 8am BST/5pm AEST.

Want to come along? Find out more and book your ticket here.