Several potential client consultations over the last few weeks have put me in mind of the old story about the tortoise and the hare. We all know the lesson, that slow and steady wins the race, and the same is true in business development – though consistent is a more accurate word here than slow. Jumping into rainmaking activity with a solid, strategic plan is like jumping into the deep end of the pool without knowing how to swim: you may do a few uncoordinated strokes, generating lots of splashing, but you won’t get much of anywhere. In fact, you may get so tired you drown.
The caveat to the slow and steady approach is that waiting until the plan is perfect is just as fatal as not planning at all – and maybe more so. If you refine and rework your plan to the point that it covers all contingencies, sets up a flawless strategy that takes account of every possibility and leaves no opportunities unexplored, you’ll never move from planning to action. The fear of making mistakes or overlooking some favorable condition creates inaction or the disjointed, uncoordinated action that tends to accompany having no plan at all.
The answer? Make a plan. Don’t wait for it to be perfect. Start implementing, and then refine your plan. That’s the process you’ll follow for the rest of your rainmaking career, and it’s the only way to start and finish strong. Want more information? See Chapter Three of The Reluctant Rainmaker: A Guide for Lawyers Who Hate Selling.