The other day I was chatting with a friend of mine who had recently started her law practice.  She was expressing her frustration about how hard it is to find clients.  Unlike most freshly minted lawyers, she decided to start her own practice rather than joining an existing law firm.  I shared what I learned about professional services business during my 20+ years as an IT & Business Consultant.

The other day I was chatting with a friend of mine who had recently started her law practice.  She was expressing her frustration about how hard it is to find clients.  Unlike most freshly minted lawyers, she decided to start her own practice rather than joining an existing law firm.  I shared what I learned about professional services business during my 20+ years as an IT & Business Consultant.

Over the years I have learned some basic truths that apply to all professionals and businesses, especially in the professional services business.  Whether you are a lawyer, an accountant, a web designer, or a marketing professional, adhering to these fundamental principles will help you build your practice.  Let me just say before I go on that what I am about to share is not some deep secret.  Anyone with a sense of discernment will quickly notice that the points I make are common sense.  What is important is the execution of these principles.  Anyone can state what is important.  It takes tremendous discipline to consistently do what needs to be done.  But if you are a professional reading this, you already know what that means.  You’ve put your hours in to become an expert in your subject matter.  Now you just need to apply that discipline in these areas to grow your practice.

Be focused

When starting a practice from scratch, it is tempting to take on any work that comes along even if it is really not your specialty.  It’s not worth it, don’t do it.  Customers respect professionals who know their business and who clearly delineate their expertise.  More importantly, they can sense your desperation if you try.  Instead, offer to introduce the customer to someone who is a specialist in the area they need assistance with.  The doctors are truly disciplined at doing this.  A heart specialist will not treat cancer and an oncologist will not treat chronic arthritis.  They will refer the patient to a specialist.  As a lawyer, accountant or marketing professional, understand that there is tremendous authority in saying “I don’t do that”.

Probono work

As a professional, you have special knowledge and expertise.  Be generous with your talents.  There are lots of people and not-for-profit organizations who need your help but can’t pay for it.  Proactively find them and help them.  If possible join their board and take up their cause if you believe in them.  Getting involved to help people in need or organization who have a cause will help you give something back to this world and raise your professional authority.  It will also raise your visibility.  Find a cause and apply your expertise.

Work for reputation, not money

I’m sure you’ve heard many people say this but I’m going to say it anyway because it’s that important.  True professionals don’t work for money.  Work for your reputation.  When you are successful in building your reputation with your customer base and your peers, money becomes consequential.  That means money will follow you.  How do you build your reputation?  Strive to be the best at what you do.  Constantly read up on the advancements in your field and sharpen your knowledge.  Once you have that knowledge, give it away.  Write articles and blog about your field.  As a professional, understand that you have far more knowledge about your field than most of the general population.  Always be ready to help your colleagues in the field.  Raise your visibility by always being available to help someone.

Guard your integrity

Integrity and reputation are like hand and glove.  Integrity is your life line in professional services business.  Never compromise your integrity under any circumstances.  Never lie to your customer or cheat them or cheat anyone for that matter.  It’s not worth it.  Would you ever deal with anyone you know have cheated you?  Of course you wouldn’t.  Your customers will forgive for honest mistakes but will never forgive you for compromising your integrity.  Your professional integrity is what will keep you sound a sleep at night and will give you the energy and courage to face your customers, friends and family.  Guard your integrity.

As I have stated before, these are not some ancient secrets to success.  They are pretty obvious to most people.  What is difficult is doing what you have to do.  As you build your practice, remember to remain focused, help people, build your reputation and guard your integrity.  If you do, it will just be a matter of time before your reputation precedes your name.  Good luck and happy practice building!