Myth: We need to join high-profile associations and boards – that’s where the new business potential lies.
The primary goal for joining associations and boards, at least from a business development perspective, is to generate future business. But the essence of this activity is developing relationships. Because you are a member of a popular association in your industry does not necessarily guarantee a full docket of new business. Sometimes smaller, more intimate organizations may reap the largest rewards.
A client prospect of mine, already involved in several associations and non-profit boards, was asked another busy lawyer to join a neighborhood association. I suggested she give it a try and if it seemed valuable, consider dropping one of the others. She joined, and immediately received new engagements from him. She wisely dropped two other “underperforming” boards.
