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How An Introvert Can Build a Thriving Practice

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Even lawyers preferring introversion can learn to be comfortable, succeed, and enjoy building their practices.

By Anne E. Collier

Jamie is a newly minted partner with a demonstrated expertise in public utilities. Jamie has pub-lished several articles and occa-sionally speaks at conferences. Along with partnership came pressure to step up business-

building activities. A slight panic sets in. A bit reserved, Jaime enjoys interesting

professional development events but dreads the seemingly endless networking sessions requiring idle chitchat. And converting a complete stranger to a client prospect is way out of Jamie’s comfort zone.

Jamie seeks the counsel of a more senior colleague, Sandy, who has been successful in developing business despite the fact that, like Jamie, Sandy also prefers introversion. Both prefer to reflect, think and analyze. This is not uncommon for lawyers and, in fact, is an asset.

A critical difference between extroverts and introverts is that while extroverts are usually energized by talking with others on a wide range of topics, introverts find most chitchat boorish at best. Introverts want to engage in an interesting, more meaningful conversation as quickly as possible. And introverts prefer time to prepare before social activities and need recovery time afterward.

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How An Introvert Can Build a Thriving Practice

“Visit anybody who will see you when you’re ‘in the neighborhood,’ even if this means scheduling a trip. It’s worth the time. Whenever you travel for a client meeting, stay longer for business development meetings. Make it easy for prospects; offer to take them to lunch or dinner, but suggest stopping by the office if that’s more convenient. Your purpose is to reinforce and build the relationship, especially with clients, regardless of whether you’re currently doing work for them. You need to be top of mind.”

GET INVOLVED WITH VOLUNTARY AND LOCAL BARSSandy suggests Jamie step up engagement with pro-fessional associations. “How about joining a bar committee with the goal of ultimately serving as its chair? I’d be happy to get that ball rolling.” Jamie tries to hide a grimace. Sandy, seeing it, responds, “I enjoy a conference or event more when I am an organizer or volunteer. I am more comfortable because I have a purpose and don’t feel self-conscious about having to generate conversation, talking about myself or, worse yet, feeling like a used-car salesman pushing a sale. People get to know me as being capable, a resource and a team player.”

This approach is a win-win for introverts because rather than enduring awkward networking time, introverts are “on the job,” naturally engaging with others by helping with conference logistics. Conversations about logistics morph into substantive conversations about the sessions, which then morph into conversations about the introvert’s practice and the other person’s practice or business.

PRESENT AT CONFERENCES“Since we’re on the topic of conferences,” Sandy continues, “let’s focus on how to make the most of your time. It’s better to attend a conference as a presenter because you are seen as an expert. Even better, being a presenter allows you to cut through some of the uncomfortable and boring chitchat, which we introverts loathe because participants typically ask questions about your presentation. Don’t forget, many of the participants prefer intro-version and, like us, are in search of an easy non-personal discussion topic.”

Jamie will want to consider whether it is most comfortable to serve as a solo presenter, panelist or moderator. As a presenter or panelist, Jamie can

Sandy is sympathetic to Jamie’s plight. Having shared similar apprehensions years ago, Sandy wel-comes the opportunity to mentor a more junior partner. Sandy wants Jamie to know that preferring introversion is an advantage to be leveraged.

CHOOSE MULTIPLE STRATEGIES Sandy explains that successful business develop-ment requires multiple strategies and that selecting a few from the list below that are a more natural fit for Jamie’s preference for introversion increases the likeli-hood of success: • Writing client alerts and short articles for firm pub-

lications or social media. • Offering expertise in media interviews with publi-

cations, e.g., The Wall Street Journal, legal journals and trade publications.

• Writing longer articles and book chapters.• Investing in relationships with potential and

current clients.• Getting involved with bar associations.• Presenting at conferences.• Hosting conferences or volunteering at them. • Building relationships with institutional clients.• Being active in nonlawyer groups.

BECOME KNOWN AS AN EXPERT THROUGH WRITINGBecause Jamie has enjoyed success in publishing articles, Sandy suggests that Jamie continue profile-raising with the written word. “I know how much you like to inspire with game-changing insights. To be recognized, you have to share more publicly, and getting published is a perfect strategy for an introvert,” Sandy explains. “In fact, the article I wrote years ago on normalization for public utili-ties needs updating, and if you are willing to take the laboring oar, it’s yours.”

Sandy also suggests reaching out to bars and publications. “Simply email editors with topics and send them that piece you wrote last year on contri-butions in aid of construction,” Sandy says. “Build your library of both short and long articles to share with current and prospective clients and to use as handouts when you speak at conferences.”

INVEST IN RELATIONSHIPSSandy reminds Jamie to invest in relationships with current and prospective clients and referral sources.

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from an interesting project to an article you’ve read or, better yet, an article you’re writing.” Once again, Jamie grimaces. As an introvert, Jamie prefers not to share much of anything.

On the flip side, Jamie, like most introverts, is naturally an excellent listener, learning quite a bit about prospective clients and referral sources. “Having a story ready doesn’t mean you dominate a conversation,” Sandy explains. “Be prepared—as I know you always are—to share a little something personal and interesting before you turn the atten-tion back to the other person. And don’t forget to prepare with a couple of actual news stories and a few open-ended questions to get others talking; this way you won’t have to share too much.”

Sandy continues with another tip. “Before an event or conference, I try to obtain the guest list to determine if anyone I know or want to know will attend. I reach out with an email suggesting that we ‘connect’ at the event, so I arrive with a clear purpose in mind. Especially if I don’t know who is attending, I arrive early, get comfortable in the space, and figure out where the refreshments, reg-istration table, specific rooms and restrooms are so, as guests begin to arrive, I can help them. This rein-forces that I am a resource and allows me to get to know people more comfortably.”

With notes in hand, Jamie feels ready to create a plan of attack. “Thanks for your advice! Let me think, and I’ll come up with a multifaceted plan. I’ll get back to you about the article and your offer for introductions to the bar leadership.” Sandy smiles, recognizing a fellow introvert’s inclination to think before committing. LP

repurpose presentations as blog posts, articles or contributions to the firm’s newsletter. Even as the moderator Jamie could summarize the comments of the panelists, adding insights. “Remember the Acme project?” Sandy asked. “Neville reached out after seeing my name on a conference program he didn’t even attend. I addressed the very issue he was facing. He saw me as a recognized expert, called, and we got the work!”

PROSPECT WITH NONPROFESSIONAL GROUPS“Let’s consider your involvement in nonlegal activ-ities,” Sandy suggests. “I know you’re involved in your church and coaching your daughter’s soccer team. Everyone you meet is a potential client or referral source.”

Jamie isn’t expected to push business cards on people. Instead, in the normal course of getting to know each other, they will learn about Jamie and the firm and, over time, may look to Jamie or the firm for help.

“Why don’t you work with the business develop-ment team?” Sandy suggests. “Terry does a fabulous job at helping our partners develop talking points about themselves and their practices. Terry will trans-late your expertise into interesting sound bites. Let’s face it, saying ‘I’m an energy lawyer’ is not particularly interesting or engaging!”

YES, NETWORK, BUT BE PREPARED! Finally, Sandy focuses on leveraging Jamie’s practice of thorough preparation.

“Always have a couple of stories prepared to answer the ubiquitous question, ‘How are you?’ or ‘What have you been up to?’ Answering, ‘I’ve been busy,’ which everyone is and says, is completely unmemo-rable. More importantly, you lose the opportunity to spur interesting conversation about your work. Conveying that you are excited about your prac-tice is likely to inspire interest and respect; people will remember you! A ‘news story’ can be anything

Visit anybody who will see you when you’re ‘in the neighborhood,’ even if this means scheduling a trip. It’s worth the time.

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Anne Collier is a Myers-Briggs Type Indicator Master Practitioner and the founder of Arudia, an executive coaching and training firm, in Washington, D.C. anne@arudia.com