CHEYENNE - When the Wyoming Snowmobile Association needed money to maintain groomed trails, the group hired a lobbyist to represent its interests in the state Legislature.

But instead of pleading for money from the state general fund, veteran lobbyist Dan Sullivan asked the association to conduct a study, which showed that out-of-state snowmobilers are big users of groomed trails.

Sullivan educated lawmakers about that fact and asked the Legislature to institute a license system to capture fees from nonresident recreationists, which it did.

"You have to do your homework," Sullivan said.

Experienced lobbyists like Sullivan use lots of strategies to influence public policy in favor of their clients. Thinking outside the box is just one of them.

Marion Loomis, a 27-year lobbyist for the Wyoming Mining Association, said the foundation of good lobbying is relationships.

If he happens to be in Cody or Jackson or Rock Springs and knows a lawmaker there who plays golf, Loomis said he sends out an invitation.

"We don't want to lobby them every time you see them," Loomis said. "Nobody wants to have the full-court press put on every time you see them."

"I try to focus on getting to know legislators as people and not just legislators," added Jim Magagna, a lobbyist for the Wyoming Stock Growers Association, who subscribes to the same philosophy of relationship building.

Some lobbyists have the advantage of being former lawmakers. They know the process and make it work for their clients.

"Better than most lobbyists, you have a feel for the little tricks or unwritten rules that help you sometimes," said Tom Jones, a longtime lobbyist who served a decade in the Legislature. "The right word to the majority floor leader at the right time can take care of a bill."

A good lobbyist never lies to lawmakers or gives them untrue or misleading information, said Bruce Hinchey, lobbyist for the Casper-based Petroleum Association of Wyoming and a former speaker of the House.

"As a legislator, that was a killer," Hinchey said. "If someone ever lies to you, you're never going to trust them again."

The best lobbyists also believe in what they are doing, and that faith can sometimes convince a lawmaker to take a particular side, said Bill Thomson, who represents a host of clients, including BNSF Railway Co. and the Coca-Cola Co.

"I've never had clients where I've had to advocate something I didn't believe in," Thomson said.

Bob Tarantola, a private lobbyist who represents Rocky Mountain Power, has developed a system he calls "C.R.I.S-D" to help him stay focused on the foundation of lobbying. The letters stand for credibility, rapport, issues, strategy and dynamic, or relationships.

"If you are not going to provide credible information, you might as well not be in this business," Tarantola said.

Good lobbyists also know how to get their point across in just a few words, and they don't take it personally if the vote doesn't go their way, said Lynn Birleffi, a longtime lobbyist for several trade associations.

"A laugh also helps, because at the end of the day there is nothing that is life or death," Birleffi said.

Reach capital bureau reporter Jared Miller at (307) 632-1244 or at jared.miller@casperstartribune.net.