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What can Netflix can teach lawyers about networking?

By Mai Rinaldi, Manager - Kelso Consulting (Public Relations agency)

Did you binge over Christmas? No, we don’t mean third helpings of turkey or a bloat of mince pies (it should be the collective noun!). Did you gorge yourself on Netflix? Have you seen House of Cards? Or did you finally see Breaking Bad? How about Orange is the New Black?


With over three million users in the UK subscribing to Netflix for unfettered access to so many TV series and movies there is a good chance you have spent some time over the Christmas break streaming.

However, it is not the ability to watch an entire series of Kevin Spacey showing of the ruthless ambition of Frank Underwood in House of Cards that is making Netflix so successful, it is actually the uncanny ability to suggest programmes you might like based on those you’ve just watched or even based on a search for a show they don’t yet have! They are precise and nearly always correct.

Contrast this with the blunderbuss of recommendations that Amazon offers. This is especially bad following Christmas when perhaps more than ever your previous purchases include gifts. So it is suggesting you might like items that relate to something you bought for someone else!

So what has this got to do with lawyers being successful at networking? What difference can it make to how you behave when you start meeting people in 2016?

It is all about being specific! Indeed if you look to the most successful networkers among the lawyers in your business, you will discover part of their approach is almost certainly being specific.

It is also about knowing what kind of client you are looking for? Which sector do you specialise in and assuming you know that, you are ready to be specific!

Say you were at a networking event and you wanted to be introduced to someone at a London law firm. If you say that you might just get lucky and get introduced as a result. Probably not though.

However, if you asked to be referred to Wyatt Earp, a director with Wild West Law in Bloomsbury, London, something magical will happen akin to Netflix thinking of other programmes you might like.

Absolutely, if people in the room know Wyatt, they will probably introduce you and even if they don’t know him personally they might ask their network or look on LinkedIn to see if they know someone who knows the sheriff.

If they don’t know me they might know someone else in a law firm, they might know a law firm in Bloomsbury, in the City or any variation of the details you gave and even by being specific you open up the possibility of being referred to other businesses you might like to work with! Just like Netflix uncannily figures you might like other programmes and films.

Of course, it is a little more complicated than that and you will need to demonstrate the difference your approach to offering legal support will make to your target referral. We will be writing about that soon!

So Netflix can teach us something about networking and Kelso Consulting helps lawyers in London stand out from the crowd, whether at a networking event, in the press or online. We are an award winning public relations and social media company that specialises in helping laywers win the right kind of business through thought leadership and great PR.

What did you watch on Netflix? More importantly will it help you be more specific when networking? .

o you have any other advice on getting the most from networking, please tell us in the comments below.

Also, make sure you subscribe to our blog to find out more on how you can improve your sales and marketing effectiveness.

Topics: Sales, Growth, Networking, Lawyers

Mai Rinaldi, Manager - Kelso Consulting (Public Relations agency)

Written by Mai Rinaldi, Manager - Kelso Consulting (Public Relations agency)

Mai is in charge of a wide range of administrative account issues; all focus on helping the team here at Kelso Consulting provide great public relations for our clients.