Fear of Rejection Ruins Rainmaking
E. Carol Webster, Ph.D.
Copyright © 2003
Many capable people fail to succeed in large
firms today because of poor rainmaking skills. Their technical skills
are flawless and they are generally sociable, likable people. But they
dread asking people for business and, thus, fail to bring many new
clients into their company. In today’s glutted, cutthroat marketplace,
this spells disaster. The more partners define performance in terms of
new business generated, the more you must produce.
So, what’s the
problem? Often it is feeling embarrassed that you must admit to other
people that you need business. Sole proprietors wrestle with this
everyday, but they don’t have the luxury of seeing it as an option. If
they don’t ask for business they will soon be out of business! But, when
you work for a large firm it is possible to believe that it is somebody
else’s problem to bring in clients and that your job is only to do the
work you were hired to do. The more prestigious your firm is, the harder
it may be for you to accept the need to have to hustle for clients.
These firms typically have been around for years and it’s easy to
believe they will always exist — with or without your help.
First and foremost, accept that rainmaking is not
an option. Consider it a necessary part of your job if you want to
thrive — or in many cases, survive — in a competitive work situation.
Then, take a close look at what you dislike about having to hunt for
business:
What
about the fear of rejection?
You might wonder what
this fear has to do with anything, but think about it: To get someone to
do business with you or another professional in your office, you must
sell yourself. If not directly, you must in some way impress the
individual to the point that they contact you the next time they need
your services. People are often intimidated about doing this because
they aren’t sure what to say or do to create such a winning impression.
Secretly, they may question what is truly unique about them compared to
their colleagues, and fail to come up with a convincing answer. So, they
fear being rejected and don’t try at all.
How
about resistance to doing the job you feel belongs to the partners of
your firm?
You may feel
insufficiently compensated for all the other work you do and balk at the
requirement that you bring in new business too. When the firm has no
formal means of tracking or rewarding you for each client you bring in,
some people have difficulty mustering the motivation to make a lot of
referrals. It can be particularly tough when you already feel overloaded
and bringing in new business to yourself means a heavier caseload for
you!
These issues will keep
you dragging your feet about getting out to network so that you can meet
potential new clients. But, if you see that rainmaking is a matter of
survival where you work, then you must overcome these resistances. If you
are a sole proprietor or head of a small firm, it’s “do or die”.
Begin by identifying a
forum that you are likely to enjoy whether you make any business contacts
or not. Perhaps a group of prominent professionals in your town who get
together every month for lunch? The Board of Directors of an organization
that does work you admire in the community? A Chamber of Commerce or other
Business League? There are plenty of options, but choose those that hold
your interest so that you will be motivated to attend consistently. People
like to do business with people they know and like, but they can’t get to
know you if you don’t attend meetings. You may resent this encroachment
into your “personal time” — time normally allocated for yourself or your
family, but that’s the way it is. These types of demands go along with the
territory and it’s up to you to figure out how to juggle it all. But,
you’ll feel less aggravated about the whole matter if you select an
activity that you can enjoy for itself and not view it as something you
have to do for the firm. This may require some trial and error
sampling of various forums, but results will come. Keep at it.
The need for rainmaking
will persist. In fact, we are in an era where more is likely to be
explicitly expected of you as time goes on. Some will prefer to change
jobs or do something else to avoid it. That may be a good choice for you,
but don’t select that option before addressing any fears that may be at
the root of your resistance. These fears will follow you to the new job
and create a different set of problems there. You got where you are today
because you’re a capable person, so put your mind to it and figure out a
way to promote yourself and your firm while having some fun too!
