If you work in downtown Dallas or have ever visited downtown Dallas in the summer, you know that July and August in Dallas mean one thing ... Mary Kay. For those not familiar with Mary Kay, it is one of the largest direct sellers of cosmetics and skin care products and achieved $2.6 billion in wholesale sales worldwide in 2008.
Over 30,000 Mary Kay sales consultants flock to Dallas at the end of July and beginning of August for their annual convention, known as the Mary Kay Seminar. If you work downtown, you've likely seen the ladies parading from downtown hotels to the Dallas Convention Center or heard them. They are easy to recognize since the team leaders dress in red and blue jackets - not to mention you can easily spot the ladies' energy, smiles and enthusiasm. If you are like me, you've seen these happy Mary Kay ladies but you've never really known what goes on in that convention center that makes them so darn happy.
As I waited at DFW Airport a few weeks ago for a flight to Chicago, I spotted some of the Mary Kay ladies who were leaving Dallas to return to their homes - again, they were easy to spot with the high energy levels. I learned more about the Mary Kay Seminar while visiting with some of the sales consultants. It is clearly a conference like no other - an inspirational pep rally filled with glitter and glam, ranging from entertainers performing Britney Spears' "Circus" (complete with pyro, stilt-walkers, and dancers) to $6 million worth of prizes such as Dolce & Gabana watches, vacations to Rome and, of course, the traditional pink Cadillacs. This helped explain why they are so happy!
As I listened to the Mary Kay consultants, I also realized just how successful these women are and that the ladies' tremendous success contributes to their happiness as well. I continued to listen and learn more about how these women successfully market and develop six-figure businesses. The amazing part is that they aren't doing anything out of the ordinary; rather, most of their sales techniques are pretty basic. I observed three basic marketing techniques in my brief conversation with the ladies and all three techniques are applicable to lawyers -- lawyers currently practicing and looking to develop business as well as lawyers recently laid off and searching for a new job.
Lesson 1: Talk about what you do.
Mary Kay sales consultants talk about what they do, even among their friends. Many lawyers -- especially women lawyers -- shy away from doing this; they tend to separate business talk from personal talk. During a discussion on strategic networking at the Women's Bar Summit I attended in July, one attendee noted that women lawyers are often afraid they will abuse personal connections with friends and family if they talk about business. Many women at the Summit agreed with her.
However, there's a difference between talking about what you do (even educating people about what you do if it's complicated) and constantly asking your friends for business. You want your personal contacts - people who know you and trust you - to know what you do so they can refer business to you. If you don't talk about what you do in your professional world, your personal contacts are likely to forget - or, even remember one of their other friends who might practice in the same area as you and talks about his/her practice.
How to Incorporate: Social media provides an excellent platform for introducing professional talk among your personal connections. One of my friends, an estate planning attorney in the Boston area, recently posted the following link on her Facebook page. As you can see, she linked to a blog discussing estate planning issues in connection with the Michael Jackson case.
The above post is an excellent example of a lawyer talking about her professional area of expertise among personal contacts. The simple post reminds my friend's Facebook friends that she is an estate planning attorney. If your friends know what you do, they are more likely to call you or refer people to you.
If you are searching for a job and someone asks what you are currently doing, don't just state that you are currently looking for a job. Talk about which markets you are considering and even which firms you are targeting; the person you are talking to might know someone at one of the firms!
Lesson 2: Embrace small group networking opportunities.
Mary Kay consultants are known for their intimate gatherings; usually a consultant's friends host small parties or gatherings in their homes. It's at these events that the Mary Kay consultants begin to educate their friends and friends' friends about the Mary Kay products. Because of the small groups, the Mary Kay consultants develop personal relationships with everyone in attendance. Compare this type of event to a large cocktail party or bar association event where attorneys may exchange many business cards but walk away without any (or very few) new meaningful relationships.
How to Incorporate: Pay attention to the conferences you regularly attend and see if the conferences incorporate a small group component. The Texas Minority Counsel Program draws over 500 Texas minority and women attorneys from law firms and corporations to its annual conference each year. The 17th annual conference, scheduled for September 3-4, 2009, includes one evening of "dine-arounds," which allow participants to dine together in small groups at nearby restaurants. This is an excellent example small group networking. By incorporating dine-arounds into this large conference, participants can leave with new meaningful relationships and not just business cards.
If a large conference you are attending does not offer small group networking opportunities, create your own! Many conferences provide a list of attendees prior to or at the conference. Obtain a copy of the list and schedule small group dinners.
For job seekers, incorporating small group networking could include attending a bar association event for a particular practice area. Or, obtaining a leadership role at the board or committee level and attending and participating in those meetings.
Lesson 3: Impress with appearance.
Appearance matters. You don't have to look like a supermodel, but you must present well. People form impressions within the first few minutes of seeing or meeting someone. Therefore, your appearance matters whether you are meeting someone for the first time in a job interview or at a networking function.
One problem I've seen recently in the current stressful economic climate: lawyers inadvertently display their stress, negative attitude and fear in their appearance - lethargic, grumpy, lack of attention or focus. I even hear the negativity in voices on the phone. Try to eliminate any negative mood before attending a networking event or job interview. Moreover, do something positive before the networking event or job interview or think about a positive result you just obtained for a client or what you like best about your job. Lawyers are not expected to be as peppy and vibrant as the Mary Kay sales consultants but a little enthusiasm and energy won't hurt.
How to Incorporate: Try to focus on the following five aspects of your appearance ... you can remember them by S-M-I-L-E:
- Smile: Your smile is your most powerful tool when making a first impression (assuming it's genuine).
- Mood: Think positive and display your energy and enthusiasm.
- Interview attire: Dress to impress; if in doubt about what to wear to a networking function, ask yourself if it's something you would wear to an interview.
- Listening skills: Listen to your prospective clients or employers; give them your undivided attention.
- Eye-contact: Make (and, maintain) eye contact with the person to whom you are speaking at a networking event or in an interview.
Conclusion:
Occasionally, we need to step back from the legal world and examine how other successful professionals are achieving success. What can we learn? How can we incorporate what we learn? The Mary Kay Beauty Consultants teach us of the following: (1) talk about what you do; (2) embrace small group networking opportunities; and (3) impress with appearance.
Amanda Ellis Legal Search was founded by Amanda C. Ellis, a former practicing bankruptcy attorney and an accomplished attorney recruiter. Amanda was previously with Special Counsel, the largest provider of legal staffing services to corporate legal departments and law firms nationwide, where she was the top producer for direct hire attorney placements. Amanda formed Amanda Ellis Legal Search to implement a focused approach to legal recruiting. Amanda Ellis Legal Search focuses on the placement of bankruptcy attorneys in law firms nationwide.
