Law Consulting Blog : Cordell Parvin's Law Consulting Blog : Coach & Consultant For Lawyers & Law Firms : Business Development, Career Planning

On Tuesday, I wrote about the work the Beatles did to become THE BEATLES and I asked what are you doing to become THE RAINMAKER. Knowing you might benefit from reading about what other lawyers are doing, here is a good example.

Last year I had the opportunity to coach Lizzette Zubey, an IP associate with Lewis and Roca in Phoenix. At the time, Lizzette was the President of Los Abogados, Arizona’s Hispanic Bar Association. Lizzette first got involved with the organization as a law student, after receiving its Honorable Valdemar Cordova Scholarship. She was drawn to the group because of its efforts on civil rights for Hispanics. During her first year in practice, she ran for a seat on its Board of Directors. In her fifth year she was named its President.

In our first coaching session, Lizzette and I talked about narrowing her market and striving to become a “go to” IP lawyer for Hispanic owned businesses. She loved the idea and worked during our entire coaching year on raising her visibility. Here are a few examples:

• She was interviewed on IP issues on Inside Arizona Business, a television program in Tucson.

• She organized a luncheon where the two Democratic candidates running for Maricopa County Attorney's Office spoke, which was covered by local Spanish and English news media.
• She was selected by the Business Journal as a member of the 2008 Hispanic Leaders Under 40.
• She is Regional President of the Hispanic National Bar Association and her firm hosted events during the HNBA Board Meeting in Phoenix
• She was featured in the January/February 2009 issue of Iguana, a children's Spanish language magazine with international circulation. The title of the article was: “Young Lawyer Persevered Before Difficulties.”

Like the Beatles, Lizzette is working hard to become more visible and she knows it doesn’t happen overnight. She is patient and persistent. I know her efforts are slowly raising her profile in the Hispanic business community. What can you do the rest of this year to begin the process of becoming THE RAINMAKER.

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I wrote recently about practicing law by Blogging. It reminded me of the Beatles. Many Americans have this notion that the Beatles arrived in America from Liverpool and were an instant sensation. Few know how much work the Beatles did before they took the trip across the Atlantic. Your efforts to become a rainmaker require that same kind of work.

A while back, Seth Godin wrote a Blog titled: “When did the Beatles Become THE Beatles?”

Malcolm Gladwell discussed how the Beatles became successful in his book “Outliers” and talked about the Beatles in a short video that will help you grasp the point.

Seth Godin and Malcolm Gladwell describe that at the beginning, the Beatles were playing two or three long sets a day in a Hamburg club, making a few pounds if they were lucky. The Beatles worked on their music in these clubs for years. What are you working on now to make yourself more valuable lawyer to your clients?

Godin says that as the Beatles got more traction they were marketing in every direction. After you have done your homework, then you will work at becoming visible by writing for industry publications and speaking to as many industry groups as possible. Before you get there, consider writing for and speaking to Bar groups. Even though you are not likely to be hired by competing lawyers, this stage will provide opportunities to become a more effective writer and presenter.

Seth Godin says the transition stage was brief but essential. When people started noticing them, the Beatles didn’t stop marketing. Instead they poured it on. At this point they shifted from being the chasers into being the chased. During the transition stage, organizations notice you and ask you to write for their publications or speak at their meetings. That is the time for you to “pour it on” to gain momentum.

After all the years playing in clubs and developing their skills, the Beatles came to America. Seth Godin says that many reach this stage and stop. When you feel you have “arrived,” have some healthy paranoia. That means continuing to learn, continuing to figure out what impacts your clients and writing and speaking on those subjects. It also means continuing to focus on building relationships with each of your clients and becoming their trusted advisor.

At this stage, the Beatles became THE Beatles and you will become THE Rainmaker.

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