Although much literature has been written about networking, it remains a mystery to many. The term “networking” can frequently elicit snickers, disdain and outright fear. Networking implies rainmaking, yet the term is often confused with the flash of a car salesman’s smile and aggressive tactics.
In the field of law, the resistance to networking might appear more prevalent than in other fields. When asked by colleagues and acquaintances, attorneys often explain that their practice is “busy” and entirely based on referrals from existing clients. Although such statements might appear self-congratulatory, they are telling of the legal profession’s reluctance to exhibit any kind of need for advertising. Part of this resistance results from ethical constraints, but there is much to be said of networking’s reputation as the unsophisticated tactic of the needy.
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