Junior associates work hard in large law firms; you watch as the partners bring in the work, the senior associates manage the workload, and then you have to get down to the nitty gritty.
Of course, you hope it won’t always be this way. In time you can progress through the firm, working your way up the ladder, but how do you acquire the skills needed at each level?
The key to a successful law firm is training inter-generational excellence and experience, so the following tips have been designed to give you a solid foundation in securing the necessary expertise so that you are confident at building client relationships, and a quality practice.
Client Relationships – are the heart of a thriving practice. They take time to build from solid foundations and must be worked on constantly. Clients appreciate lawyers that understand their needs and care about outcomes.
Much of your future business is likely to come from people you know, or have had dealings with in the past, so it is essential to keep these relationships ongoing and current. Senior partners often comment that much of their business comes from people they met as students, so now is the perfect time to start cultivating relationships and your potential client base.
Keep in touch with friends, colleagues and acquaintances. Send Christmas or Eid cards, write the occasional email, arrange catch-up dates, and keep your address book updated.
Persistence – is key to success. The more tenacious you are the more you are likely to succeed. Don’t give up if you don’t get the deal, case or contract you wanted, keep trying. As with relationships, building trust in the world of law takes time and commitment.
Sharing – is essential. The most successful law firms have realised that collaboration is fundamental in ensuring a prosperous practice.
Embed your business development efforts (your relationships and your persistence) within your firm. Introduce your colleagues to people you know, link contacts (both internally and with external firms if they need a specific expertise) and thus strengthen your relationships with your clients, and your client’s relationship with you. This should encourage business growth and support networks which will boost your standing within your firm and set you on the path to promotion.
Proactive – attitudes are vital for your clients’ success and therefore, your own. Anticipate their future needs and approach them if you feel you can offer solutions – don’t wait until they come to you. “Active cross-selling” is a marketing technique that means you identify potential issues before they arise and find possible solutions. Clients appreciate this type of service as it shows you are working with their interests in mind.
This type of cross-selling doesn’t only apply to your clients; look out for other opportunities in relation to your firm’s existing client base. As a junior associate, you will often be better placed to do this than partners.
Knowing your market – is fundamental to successful sales pitches. Your knowledge of your client’s business will ensure that you understand their needs, and how you can match that to abilities and expertise within your firm. Cross-selling relies upon your comprehension of client’s requirements in the present, and the future.
You also need to be familiar with the strengths of your firm; who is best placed to help? What expertise can you offer? If you don’t know the answers to these questions you can’t offer a sales pitch.
Experience – can be difficult to gain personally but it is easy to learn from others. Watch those you admire, who are good at their job, or, in other words, those who have a strong business focus, and you’ll identify potential mentors. Ask for their advice – there is nothing more flattering – and they’ll show you the ropes.
Another way of gaining experience is asking colleagues if you can help with their business development. For example, if you know someone who is soon to pitch a deal or organise a conference for clients, offer to help them. They should be glad of the help and you’ll gain insight into their work.
Network – expansion is a must. Make it a habit to accept invitations to seminars, client parties, alumni meetings and so on.
Relationships take time to build, so don’t go expecting work to fall into your lap after one or two events, but make yourself available. Be relaxed about social events – there’s nothing worse than someone determined to scout for work at a social gathering. But remember to follow up on new introductions and keep in touch with people you meet.
In-house networking – is just as important as external. Build relationships within your firm, get to know people, remember names and faces, and keep in touch. Be available if they need your assistance and offer help if required.
Effort – is equal to outcome. When it feels like you don’t have the time to do all of the above, make the time, and the rewards will outweigh the cost. The best time to build relationships, network and pitch for work is when you are already busy. Your confidence will be high, you will be meeting different people, and you’ll be involved in lots of diverse deals – make the most of the opportunities.
Enjoy – connecting with people. Learn about new areas of business and law from them, have fun socialising with them, and absorb their knowledge.
These strategies will take time to work so don’t expect immediate results. Continue to follow the advice until something pays off, and in the meantime enjoy the process of knowledge acquisition and socialising.
