Excerpts:
"Dalhi Myers: I think you, first of all, have to evaluate what your core business is, what kind of business do you want to attract. If you use the shotgun approach, I think you will always appear needy, always appear desperate, always appear a bit tawdry, as if you’re just shilling for something, anything, someone, just give me something. But to the extent that you understand what your core capabilities are, what you’re really good at, and the market understands that because you’ve done a good job of being out there and being good at those things, I think you target, you selectively look at who the market segment, market leaders are there.
And depending on the size of your office or the size of your practice, you might also look at the up-and-coming market leaders in that area, and you go about doing what I call just plain old everyday making friends. I remind younger lawyers when I do training, both in house and externally, that lawyers are people too, and for the most part, you are presenting your capabilities to other lawyers.
We all just want to get to know each other and be known for who we are, and if you approach it as you would in any context of meeting new people, making friends, understanding what they need first, and then figuring out how what you’re capable of delivering fits into that, you have a better shot at business on any level. So I would say, first of all, evaluate your core capabilities, look at what kind of business you want to be in the market as a leader for developing and for successfully completing for a client, and then look at the clients in that strata and I would say the strata right below or a couple of tiers down so that you can begin to build a pipeline of business."
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