Went to a networking event last night and handed out a few cards, met a few people, but not sure I'm going about doing business development the right way. What's worked for you folks?

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I’m not a fan of events/groups that exist for the sole purpose of networking. Rather, I agree with AA1: get involved with other things where you’ll meet people and network “organically.”

AA1 is also correct that networking takes time. To get the phone ringing quickly, you want a marketing campaign. Exactly how to go about that depends on your practice area. In mine (consumer bankruptcy), I recommend online marketing. You have some choices, but paid lead generation should get you results the fastest. As time goes on, you can explore other strategies like organic SEO.

IMO you should outsource this work to a marketing agency. The challenge is finding a good one. Too many of them over-promise and under-deliver. There are good ones out there, but those of us who find one tend to be reluctant to share that information. (I have a geographical exclusive for this metro area, but not all agencies will give that to your firm.) Consider seeking a recommendation from someone in your practice area, but another city, as they’re less likely to see you as competition.

A word of warning: this is one of those things where you need to spend money to make money. The outfit that cold-called you and claimed they could get your firm on the first page of Google’s organic search results for $300/month? That’s not happening. Or rather, they’ll get it done, but not for the search terms that potential clients will use. Either way, you’re basically getting scammed.

My bill for last month’s paid lead generation campaign was $2,800, which isn’t unusual for my practice. The leads are good, and I have decent systems in place for converting them, so I consider it money well spent.

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It takes time. In my experience, it's about forming friendships. Actually getting to know them on a personal level. You have spheres of influence and you need at least 4-5 to effectively network. Get involved with church, or your local school board, or random golf leagues. Once you establish those connections, then they start asking about work.

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Charm

Oh and BNI

Be useful.

This is hard early on - because you don’t know much (and what you know, many others do as well) but, as when being chased by a bear, you don’t need to run faster than the bear, just faster than the person next to you: you only need to know more than the person you’re talking to. So be good at your job, follow relevant press and developments and you can soon make conversation about things that are work-relevant and potentially interesting to others at yours level. Anything else is… tough going (particularly when you’re trying to sell yourself, which puts people on their guard).

Be funny and hot, as well: that also helps.

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