CHARLESTON, W.Va. -- After Patrick D. Kelly graduated from law school more than 20 years ago, he soon realized hard work alone wasn't his ticket to becoming a partner at one of West Virginia's largest law firms.
The most successful lawyers at Steptoe & Johnson were the ones who knew how to develop personal relationships, which brought in clients - and money.
But how to do that? That wasn't part of the law school curriculum.
Charleston lawyer Patrick Kelly's new book offers dozens of tips and techniques for gaining a competitive edge in the business world.
Kelly closely watched the senior partners in action. Most often it was the little things that set them apart: They sent personal notes to clients, studied guest lists before events, remembered people's names.
"You've got to sit down and get to know the person," Kelly realized. "You have to develop a relationship."
During the past 18 years, Kelly compiled those ideas and techniques, and recently incorporated them into a book - "Rainmaking 101: How to grow your client base and maximize your income."
Rainmaking refers to people who make business "rain down" on their firms by fostering personal relationships, and attracting and keeping clients.
"These are the things I've learned by watching people very closely for 18 years," said Kelly, who served as general counsel to former Gov. Cecil Underwood from 1997 to 1999. "This isn't theory. It's a cafeteria. You pick and choose what works for you."
Have trouble remembering people's names? Kelly suggests repeating their names when you first meet them.
"You start committing it to memory immediately," Kelly said. "It's important to remember other people's names, but also important to have other people remember your name."
One way to do that: Send personal notes. If you read about someone you know who gets an award or promotion or does something to stand out in the community, set a few minutes aside and write a personal note to acknowledge the accomplishment.
And don't settle for e-mail.
"The difference between e-mail and a note is that you save the note," said Kelly, now managing partner at the Charleston office of Steptoe & Johnson, the state's largest West Virginia-based law firm. "You look back and remember it."
Kelly singled out Kanawha Circuit Judge Tod Kauffman and former Gov. Underwood, who died last year, as two of the best note-writers he's ever come across.
Underwood had beautiful penmanship and a knack for saying the right thing in his personal notes, Kelly said.
"It was something special to get a note from him," Kelly said.
There's also a chapter on etiquette.
"Good manners matter," Kelly writes in the book. There's a diagram of a proper place setting (so you won't accidentally pick up the bread plate or wine glass of the person sitting next to you). You also learn the proper way to eat soup (spoon away from you) so you don't spill it on yourself.
What's more, you'll learn how to pass the "salt and pepper test." Hint: When someone asks you to pass the salt, that's not the only thing you should pass.
Another chapter details how to make the most of an event, such as a business reception, golf tournament, wedding or conference. Kelly suggests studying guest lists or peeking at registration lists. Also, bring business cards with you, and always wear your nametag on the upper right side of your chest.
Most people put them above their left chest because they're right handed, Kelly said. But your nametag disappears under your arm when you reach to shake someone's hand because your body naturally turns to the left.
"When I walk into a room I can immediately tell who are going to be the best marketers," Kelly said - the ones with nametags on the right side.
Other chapters explain how to hone conversational skills, deliver presentations with lasting impact, and build client trust and loyalty.
"It's not just about everybody knowing you," Kelly said. "It's about having somebody who trusts you and knows you can solve his or her problems. To hold onto a job these days, you have to have something a little different than the guy sitting next to you."
Kelly, 46, wrote the book for young professionals, but seasoned business executives are just as likely to pick up a new idea or two.
"I hope people who get the book see it as a reference guide," said Kelly. "It's the ultimate graduation gift. It's something they can use throughout their career, teaching them how to build friendships and relationships."
