We cover a lot of interesting topics on this site, and today is no exception because I had the opportunity to sit down with Jaimie Field, a now retired lawyer (not by age standards, but by choice). Jaimie’s main focus these days is currently Marketing, and teaching ethical marketing standards to her clients with a sidebar of the law. Jaimie found her passion growing within her naturally after law school, starting a company called Marketing Field in 2008, which now flies under the banner of The Rainmaker. So, today we’re going to cover what The Rainmaker is all about.
What is The Rainmaker?
The Rainmaker is a rainmaking training and coaching company. The Rainmaker provides Continuing Legal Education credits in New Jersey and New York for Ethic CLE’s in conjunction with rainmaking tactics and techniques. In addition to that, they provide workshops, one-on-one coaching, group coaching, and some public coaching. This is mostly New Jersey based, but will be doing it via Skype very shortly.
When an attorney(s) joins to be coached by Jaimie, whether a group or one on one, the very first thing they do is put together a personal rainmaking plan. Each plan is tailored to their own specific needs. Her goal is to get them off their proverbial butts and learn how to network properly. There are several proactive options, and it’s personality driven.
Jaimie says being a good lawyer is no longer enough because there are over 1.2 million lawyers in the US alone. Yes, the United States has two-thirds of the WORLD’s attorneys. Differentiating yourself from the rest is the key. You can’t take the Field Of Dreams method of marketing: “If I build it, they will come” because they won’t. Rainmaking is about creating these three steps:
- visibility, (marketing)
- relationships, (networking).
- trust, (building the business and making rain)
Enlightened rain making, not to be confused with new-age enlightenment means “Showing rationale, being modern, and having a well-informed outlook” . It’s about putting rainmaking into all that you do, all aspects of your life. For many attorneys just balancing the professional and the business of what they do can be difficult.
Holistic Marketing is similar to Enlightened Rainmaking, where each attorney will learn how to grow their own book of business, but it’s really about the firm, and finding a way to brand and market your firm. When you’re doing that, the holistic or the whole comes into play. It’s characterized by the whole, thus a holistic marketing plan. They look at systems, staff, and better client service. It’s about making the practice grow overall.
Jaimie says “Excusitis” IS the biggest issue with lawyers she trains. “I don’t have enough time.” “I didn’t go to law school to become a salesperson.” And her favorite , “I don’t know how to do it.” Even if you don’t hire anybody to teach you how to do it, even if you never go to a seminar or spend money, you have a free resource: the internet. And you can find anything you want there.
- Know your ideal Client. Write it out, in detail. Then that will be your marketing goal to start Rainmaking. It’s a way of filtering out what you don’t want in a client, or finding your niche, and eventually your focus stays where you want to drive your business. Best of all, being able to recommend a lawyer who can meet a client’s needs, in ways you cannot, has hidden rewards more often than not.
- You can’t have a practice if you don’t have clients, and you can’t have clients if you don’t meet people. Whether it’s online or offline, you have to meet people. Find ways to meet people! Law is still a business that’s done with people. There’s nothing wrong with going up to that CEO if you want to work with him and introducing yourself. Ask a friend to introduce you to somebody. Now you’ve met somebody else. It becomes viral.
- Instead of trying to do everything, do one thing. And if you do that one thing on a consistent basis, and do it well, eventually you’ll see a natural momentum build to the next One Thing. It allows you to be exceptionally productive. Stop trying to be all things to all people. In small firms, even if it’s up to ten, fifteen, twenty attorneys, each one of you could have a separate practice area and still be a full service law firm, but you should not be a full service lawyer.
- Always be ethical. Whether it’s on social media, or your own blog, remember the competition will call you out and/or report you to an ethics committee.
The best way to connect with Jaimie Field if you want to be a Rainmaker beyond googling her is via telephone 201-264-6040 or email, firstname.lastname@example.org.
Do something. Don’t wait, do something. Take that first step.
This is a transcript of a recorded live presentation. It is in spoken-word format. While we have cleaned up the transcript a bit for easier reading, it’s not in edited written-word format.