Rainmaking: Give First, Win Later
Introduction by Bruce Hennes, Hennes Communications
Are you responsible for bringing in business — for your firm, your company or yourself?
When I started Hennes Communications 37 years ago, I chased clients the conventional way: network hard, exchange cards, deliver the elevator pitch. It felt productive but yielded little.
Then came the shift. Instead of taking, I started giving. Nonprofit boards, political campaigns, fundraisers, street fairs. President Kennedy’s famous quote, “Ask not what your country can do for you — ask what you can do for your country,” was adapted to become my personal mantra: “Ask not what clients can do for me — ask what I can do for them.”
I retooled my keynotes and seminars to deliver real value upfront, even hearing, “Thanks, I probably won’t need you now.” Articles in Crain’s Cleveland Business and the National Law Review did the same. The Crisis Comm Today newsletter you’re reading at this exact moment? Every issue is chock-full of how-to’s and best practices.
The result? Business finds me.
The article below nails it perfectly. Short, simple, it’s aimed at lawyers, but it’s 100% applicable for anyone who persuades or sells. Read it top to bottom. Rainmaking is simpler than you think: climb Karma Mountain by giving more than you take.
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Climbing Karma Mountain:
The Rainmaker’s Advantage No One Teaches In Law School
By Steve Fretzin, writing for Above the Law
Why the lawyers who give more, listen better, and follow through faster win the business everyone else is chasing.
Early in my career, I thought networking meant showing up, shaking hands, and finding a way to turn conversations into opportunities. That approach led me to a lot of meetings, a lot of business cards, and a surprising amount of stuff I didn’t need, from financial products to random services I bought just to support someone else. At the time, it felt like the right move. In reality, I was missing the bigger picture.
What I eventually learned is that rainmakers don’t chase business. They build what I call “karma capital.” They invest in people, relationships, and reputation long before they ever see a return. Over time, that investment compounds in ways that traditional networking never will.
If you feel like you are putting in the hours but not seeing the results, you may be stuck as what I call a “professional meeter.” Busy, active, visible, but not moving the needle. The shift comes when you stop thinking only of yourself and you start focusing on the success of others.
Here are five ways to build real momentum by climbing Karma Mountain.
1. Stop Selling and Start Understanding
Most lawyers walk into a meeting thinking about how to position themselves, how to impress, or how to eventually land the work. That mindset creates pressure, and people feel it immediately.
The better approach is to remove the agenda of selling altogether. Focus on asking thoughtful questions, listening closely, and showing that you understand what the other person is all about. When someone feels understood, trust builds quickly. That trust is what opens doors, not a polished pitch.
There is a basic human need to be heard and understood. When you meet that need, you stand out in a way most lawyers never will.
2. Lead With Value Before You Earn It
One of the fastest ways to build karma is to help someone without expecting anything in return. I recently saw a consultant in the legal space launch a new book. Instead of waiting for an introduction or thinking about what I could gain, I reached out and offered him a chance to promote it on my podcast, BE THAT LAWYER.
That one gesture created goodwill immediately. It opened the door to a relationship that started on the right foot, not based on a transaction, but on selflessness and being of-service.
I do the same thing when I meet with legal marketing agencies. Many are strong on marketing but struggle with business development. I will spend time walking them through better ways to approach conversations, showing them how a sales-free model builds trust and avoids resistance. I am not billing for that time. I am building karma.
That is how relationships get traction.
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