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Rainmaking Made Simple: What Every Professional Must Know Hardcover – July 15, 2003
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About the Author
Mark Maraia is a lawyer turned relationship development coach who has worked one-on-one with thousands of professionals at some of the worlds largest professional service firms. Mark has personally coached professionals on how to develop the selling and networking skills needed to help them create and strengthen client relationships, both individually and in teams. In so doing, he has helped his clients achieve significant bottom-line results.
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This is one of the best books around on rainmaking for lawyers. It suggests many actions that lawyers can take to develop clients, and breaks down these actions into easily understood steps.
As a coach to lawyers, I particularly appreciate how Maraia stresses this simple maxim: every client communication is a client development opportunity. How true! Every client communication--whether a legal bill, an email or a conversation--should be used to enhance the attorney-client relationship by building trust and communicating value. This can't be emphasized enough.
Maraia also explores topics like cross selling and developing associates' marketing skills. These techniques are too often ignored by lawyers, and Maraia clearly explains why they are effective.
One caveat: my lawyer clients who handle international matters and deal with foreign clients have had to modify some of these rainmaking tactics. Effective cross-cultural communication means communicating with cultural sensitivity and awareness. In a global economy this is critical. A few of Maraia's suggested techniques--while effective with American clients--can be too direct and off-putting for those foreign clients used to an "indirect" communication style. However, Maraia's basic principles are sound and can be easily tweaked for multicultural rainmaking.
Maraia also emphasizes that rainmaking training (through this book or in person) is much more effective with follow-on coaching. In fact, recognizing that lawyers will become more effective rainmakers if they customize and implement the rainmaking techniques with the help of a trained lawyer coach, Maraia explains that he only offers in person training with follow-on coaching. Regardless, this book is a great, straightforward and practical resource.
There are no platitudes here - only practical and immediately useable advice, organized for easy reference. I'm recommending this book to every professional that I know. Who knows? Maybe I'll get a referral.
The Chapters are all very short, no more than 5 or 6 pages with each addressing a particular real life situation such as "Avoid Random Acts of Lunch (or How to Make Your Business Development Pay Off): How Can I Avoid Wasting My marketing Efforts in Random, Unplanned Actions?" What I liked about this book was that it acknoweldged a deepseated fear many of us have as lawyers when it comes to marketing and suggested alternative ways of looking at the task in a more positive light. Then, in addition to the attitude switch, Maraia dispenses concrete easy suggestions in every chapter that I can definitely see myself implementing immediately and getting results very quickly.
This book is especially good for someone just starting out on the marketing path, but even experienced professionals will find something new they can use.