What Puppies and Trade Groups Have in Common
Trade Groups
By Bob Weiss
April 2010
When I was president of our local humane society I was saddened and surprised at how common it was for pups just over 12 months of age to be surrendered at the shelter. Frustrated owners commonly said they could no longer stand their pet's chewing and other mischief.
What we knew and tried to explain to them was that the dogs were just a few months away from naturally settling down into sweet adults. Twice this month, clients have asked us how long it will take for a new trade group membership to pay off in new clients or referrals. Like the maturation of a puppy the answer is about 18-24 months. Any work or referrals received in the first 12 months after you join a group is going to be had by luck. A small matter might develop in the next six months. Don't give up just yet.
Here's why: most all members of the group already had other lawyers (or had other lawyers in mind) when you joined. Certainly, it takes time in meetings, making speeches and other activity within the group for them to get to know you and understand how you might help them. And, they will still send the next matter to their existing counsel out of habit before deciding to give you the next matter available. Our experience is most lawyers and firms give up memberships a bit too soon. Don't wade into a new group absent a two-year commitment.
And remember to join a group in which you have a real interest. If you love animals, join the humane society. Don't join the cancer league just because the firm got a letter seeking a lawyer as a board member-unless you have a genuine interest in the disease. If you aren't interested in the industry or community issues addressed by the group, or in the cause supported by the non-profit, your lack of genuine motivation will quickly become apparent to those you meet. Non-lawyers use anecdotal qualities timeliness, commitment and follow-through to determine your legal acumen and how you would handle their matter. If you're not truly motivated about the group you joined, you will make impressions about your client service and legal abilities that are the opposite of what you intended.
We list the five key elements that lead to “successful joining” in an article on our site: Five Tips For Successful Joining
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