Use Conferences to Build Your Practice in a Down Economy
If you have a niche practice, you should already be asking your clients what conferences and trade shows are "must attends" in their industry. If you're not already a regular attendee (or speaker) at these events, you should be -- now more than ever. Here's three reasons why:
1. You Can Increase Client Satisfaction: One of the first things your clients will cut back on in a down economy is attending these events. Go in their stead, and promise to report back to them on what you learned. You can do so in a letter, newsletter, blog or even on Twitter (more on that in a second). They'll appreciate you being their eyes and ears at the event and will always remember how you cared enough about their business and industry to attend when they couldn't. As a bonus, they'll likely introduce you before the event to their friends/colleagues/peers who'll be there.2. You Can Meet Quality Potential Clients: The attendees who will be there are potential clients (but ones who CAN afford to attend) who will be impressed by your commitment to your existing clients and your desire to increase your expertise in their industry. You'll also be one of the few lawyers in the room.
3. You Can Become an Industry Expert: Your clients aren't the only ones interested in what's happening at the event. Instead of saving your updates for your clients, broadcast them (along with your expert analysis) to the world via your blog and Twitter -- especially Twitter. By doing so, you'll not only reach other attendees at the event, but capture the attention of others in the industry watching the conference from home. Depending on the technological sophistication of the attendees, you may be the ONLY source of real-time conference news to non-attendees.
In short, forget legal conferences (except for LexThink, of course) and go to client conferences instead. You'll get much more bang for your buck, impress existing clients, meet new ones and establish yourself as an industry expert.