“I thought, ‘Everything’s cool, great. I’ll go have this great career,” she said. “Just being a great CPA or a great lawyer does not make the phone ring. I had to figure out how accountants and CPAs got clients rolling forward.” After a successful career as director of marketing at Kilpatrick Townsend & Stockton LLP, Hensley started her own individual coaching business in Midtown called Raising the Bar.
And after years of figuring out how to succeed for herself, she decided to put her accumulated knowledge and experience into books.
The Atlantic Station resident most recently published “The World Class Rainmaker,” in collaboration with Lance LoRusso, a Marietta lawyer and one of Hensley’s clients.
“It takes effort to build a practice of any type. There is a strategy to do that and that’s what the book speaks to,” she said. “Lawyers and accountants are typically not very marketing oriented. They’re very studious with all the rules and regulations but in order to build a business, you, too, concentrate on meeting ideal clients, knowing what they need and following up.”
However, Hensley said the book is geared toward anyone doing marketing in the professional service arena, not just attorneys and accountants.
“It’s about building on relationships rather than making cold calls,” she said.
LoRusso has been Hensley’s client for more than five years, and explains in the book how he implements what he learns from her in his own life and career.
“She’s been fantastic. Robin has a great ability to help assess client needs to take their business to the next step,” he said.
After working with Hensley since 2006, LoRusso opened his own law firm in 2008, LoRusso Law Firm PC in southeast Cobb County.
He said one of the most important lessons he learned is, “There is essentially no finish line,” and bringing work to a law, accounting or any business practice is a continuous process.
He said time out for yourself is also important, which Hensley emphasizes in the book.
“Too often, professionals say, ‘Can I really afford to take a vacation?’ The question is, ‘Can we really afford not to?’’’ LoRusso said. “We all work better when we’re well rested.”
Additionally, he said training and mentoring people is necessary to “build a synergy,” and to enable employees to bring in their own clients.
Hensley said she hopes the book helps people learn how to do business from building relationships instead of advertising or more traditional marketing efforts.
“Referrals are really key,” she said. “It has to be taken seriously and there needs to be a plan and a goal. In other words, it doesn’t just happen magically.”
“The World Class Rainmaker” can be purchased online at Booklogix.com for $29.95.