Tag: lawyers

Law Firms and Millennial Attorneys: Strategies to Develop Leadership Pipelines for Smooth Firm Transitions

Next year millennials will make up one-third of the workforce.  A recent study released by ManpowerGroup provides some compelling insight about millennials in the workplace.   The study asked 19,000 Millenials and 1,500 managers across 25 countries how they viewed their careers and what were their career priorities, with the goal of offering practical advice for millennials and their employers in the quickly evolving work environment.  The results offer some statistics and finding for employers generally, and law firms, specifically, have some lessons to take to heart.

According to the survey, 23% of the millennial respondents said making a lot of money is their main goal, 21% want to make a positive contribution and 20% want to work with great people.  But only 22% of the millennials surveyed indicated an interest in growing into leadership roles and only 4% of millennial respondents valued “managing others.”

These factors, when combined with the boomer exodus out of the workforce is pointing to a leadership vacuum across industries, with 84% of organizations anticipating a shortfall of leaders over the next five years.  In fact, leadership transitions are becoming more frequent and complex, and developing a leadership pipeline in law firms needs to become a top priority.  Law firms, when working with millennial attorneys, would be well-served to find ways to incentivize leadership, increase transparency surrounding firm decisions, especially the partnership process in order to create a leadership pipeline to ensure successful succession planning and relationship management.  To examine this issue, we spoke to several law firm consultants on the state of leadership in law firms,  how firms can engage and cultivate their millennial talent to take on leadership roles, and how marketing and business development teams fit into this process.

Importance of Developing Millennial Leadership and Talent at the Associate Level

Jonathan Kirschner, CEO of AIIR Consulting, points to conditions in law firms, that may make developing leadership habits in millennial attorneys more challenging.  In a traditional law firm structure, leadership at the associate level is not incentivized. Associates are valued for their ability to work hard and long, creating a situation where young lawyers are not encouraged to reach out and develop leadership skills, but rather rewarded for keeping their nose to the grindstone.  Kirschner says, “If a newly minted lawyer has to choose between a single billable hour and coaching a colleague or peer, the former is a much more useful currency in today’s traditional firm.”  Alycia Sutor of GrowthPlay points out that many of the characteristics that comprise good leaders are important to millennials–just divorced from the authoritarian and hierarchical packaging associated with a traditional law firm. Kirschner says, “firms need to do a much better job defining what leadership is and why it is important.  If leadership isn’t treated as a significant factor in promotability, then there is a strong chance it won’t be cultivated.”

The Role of Transparency and Feedback in the Law Firm Leadership Pipeline

Sutor points out that firm looking to secure their leadership pipeline would do well to “exemplify the kind of behaviors that millennials value–being more transparent . . . and being relationship-focused and investing in the success of the people at the firm.”  In doing so, firms can cultivate their high-potential talent and help ensure the firm’s leadership for years to come.  By providing young lawyers with feedback and offering mentorship and advice, Kirschner says, “associates become more self-aware of their strengths to leverage, develop key leadership skills, and cultivate client management skills, and firms will, in turn, build up bench-strength.”  Finding ways to offer feedback and evaluation–in a positive, affirming way can show young attorneys that they are an important part of the firm’s future.  John Remsen, Jr of the Remsen Group points out that providing positive feedback in a public setting can be an easy, inexpensive way to cultivate the kind of behavior law firm leadership wants to see, and help younger attorneys feel invested in turn with the firm.

As part of embracing transparency,  Kirschner suggests that eliminating some of the mystery around the Partnership approval process can help. Young attorneys are often likely confused and frustrated–they have the ambition and desire to reach that level, but don’t know what else is required beyond hard work.  Kirkschner says, “firms with great succession planning practices favor transparency over keeping a black-box around both the process as well as the necessary skills and competencies.”   By clarifying advancement criteria law firms can develop a system where important metrics are met, and this can open the door to non-billable activities the firm may want to encourage–such as pro-bono work or legal marketing activities.  Remsen  agrees, saying, “Everyone will give you what you want, if you indicate that it matters, set the expectations, apply metrics and ultimately reward the desired behaviors.”

Creating a Law Firm Culture to Develop Leadership Talent

According to Remsen: “There are things law firms can do beyond dollars to build a culture where young lawyers want to go and thrive.”  Law firms find extreme value in taking steps to craft a leadership pipeline, such as shifting the hierarchical structure to create a space for younger attorneys to flex their leadership abilities and shape the firm into a place where they want to be.

There are plenty of ways to do that, and Sutor says, “firm leaders can give millennials opportunities to practice leading on a small scale.”  Remsen agrees, suggesting law firms create “deputy” positions with the firm to encourage younger attorney engagement.  By getting more creative about leadership development, firms can reconfigure talent pipelines to create new leadership levels, Kirschner says, “this can increase career optionality and make mobility less of a zero-sum experience.”

Firms should also consider asking younger attorneys for input on firm culture issues–especially in relation to changes to make the firm more attractive to attract and retain talent.  Sutor suggests: “create opportunities for millennials to reverse mentor or teach others . . . charge them with connecting to others across the firm for the purpose of feedback and perspective on an issue up for discussion.”  Keep in mind this may open the door to some dramatically different suggestions about how the firm does things–especially surrounding work-life balance issues.  However, the changing dynamics of the job market coupled with millennials’ willingness to change jobs or even careers, large changes in workplace culture at law firms may well be worth considering.

Pro bono projects are excellent opportunities for young attorneys to take a leadership role, manage a matter, and contribute to their own development in a way that can make a difference both to the pro bono client and within the firm.  This can be a win-win for the firm and the attorney involved, as he or she can use their legal education to make a positive contribution (something a fifth of millennials surveyed want to do) while elevating the firm’s reputation in the community.

The Role of Business Development in Law Firm Leadership Development

Client relationship management is very important for a firm’s bottom line, and the voice of the client–a voice that is increasingly demanding diversity from outside counsel can be instrumental in advocating for the kind of change many firms need to enact.  Sutor says, “Marketing and Business Development folks can champion millennial participation by encouraging senior partners and law firm leaders to consider who may not be represented at the table in key activities like client pitches or network building activities.”  Sutor explains that the demand for diversity coming from clients also includes a generational perspective.  Including associate attorneys in business development activities with clients–including networking or other events, not just at pitch meetings, the relationship between firm and client can be strengthened across generational lines.  Increasingly millennials are also making key decisions in retaining law firms.  By using the voice of the client, marketing and business development teams can make a compelling argument for law firm leadership to examine the gaps in their age, gender and cultural representation and encourage the participation and development of younger attorneys.

Law firms that are able to find ways to engage and develop their millennial attorneys through firm initiatives are building a competitive advantage in the increasingly competitive legal marketplace.  By harnessing the voice of the client, crafting pathways and pipelines for young attorneys to contribute meaningfully to the culture of the firm as well as providing newer attorneys with feedback and training opportunities to develop their own skills and abilities, law firms can smooth out some of the succession bumps and ensure the next generation of leaders will be ready to take the reins.    Kirschner says, “The best way law firms can gain leadership capacity is by growing it organically.”

Copyright ©2019 National Law Forum, LLC
For more legal career developments, see the National Law Review Law Office Management page.

Stress Impacting Mental Wellbeing of Law Firm Marketing and Business Staff: Report

96% of legal marketers say that there is significant stress in the profession. 75% feel overwhelmed at work.

These are just a few of the findings from fSquared Marketing’s “Legal Marketing Mental Wellness Survey Report”. The survey polled 200 legal marketers and business professionals working at law firms primarily in the United States and Canada.

Recently, the legal industry has started to take stress and mental health seriously, but the conversation has invariably focused on the wellbeing of lawyers,” says Lynn Foley, CEO of fSquared Marketing. “That’s not the entire picture—stress affects everyone. Law firms often have a clear hierarchy and stress flows downhill to fall on the shoulders of the professional staff.”

Mental Wellness for Legal MarketersThe effects of stress on law firm staff has often been overlooked even though a number of law firm professionals have recently died by suicide.

“When we initially sought out information about mental health within legal marketing and business development, we found that there wasn’t any research on the subject,” explains Foley. “From my experience working with lawyers, I understood that we needed more than anecdotes and emotion to advance the conversation, we needed information and data. While we aren’t actually involved in HR or wellness consulting at fSquared Marketing, we saw that there was a need for this research and we had the skills to pursue it.”

Why are marketing staff so stressed out? There are several compounding factors.

Overworked and overwhelmed

Marketing staff say they have too much work assigned to them and not enough support to effectively manage demands on their time. The vast majority also reported that their department suffered from a lack of marketing resources. This is a sure-fire recipe for chronic stress and, eventually, burnout.

75% of respondents said that they felt overwhelmed at work while two-thirds said that stress is eroding their ability to focus on the task at hand. This is unfortunate and ironic since high-pressure situations are when powers of concentration become most critical.

Mental Wellness Stress ImpactAs one respondent commented: “We aren’t surgeons, but we do carry a tremendous amount of our own stress as well as the stress of others… There are no resources and there are very few people who would ever admit to needing them anyway for fear of appearing weak — stigma is an issue for everyone in the legal industry, not just lawyers.”

A divide between lawyers and “non-lawyers” (professionals)

It’s no secret that attorneys face significant threats to their mental wellbeing. As the American Bar Association describes it, “Lawyers work in an adversarial system with demanding schedules and heavy workloads, which may contribute to increased stress levels.”

A recent survey by Hazelden Betty Ford Foundation and the American Bar Association Commission on Lawyer Assistance Programs found that close to 28 percent of licensed, employed attorneys struggle with depression.

The legal industry deserves some credit for recognizing this problem and many law firms are taking steps to improve the mental health of attorneys. Critics would undoubtedly say that change isn’t coming fast enough and that many initiatives are focused on symptoms, not root causes.

While more firms are advancing mental health initiatives, these are not always extended to professional staff. A survey of 30 Am Law Firms found that 36% of firms that offer mental health programming do no offer these programs to staff.

Many respondents to fSquared Marketing’s survey mentioned this divide between lawyers and staff. “Stress and mental health is mostly addressed for the lawyers and not the ‘non-lawyer’ roles, in my opinion,” one respondent noted.

58% of survey respondents agreed or strongly agreed with the statement: “There is a focus on the mental wellbeing of lawyers in our industry.” Compare this with the 9% who agreed with the statement: “There is a focus on the mental wellbeing of non-lawyers in our industry.”

One respondent’s comments summarized a common perspective: “It is unfortunate that law firms segregate mental health awareness between lawyers and non-lawyers. Somehow they feel that staff (with whom they work directly) do not suffer from the same level of stress that the lawyers do.”

A lack of respect for marketers

The good news is that 92% of marketing and BD staff felt that they had an important role to play at their firm and many said that their ideas were often heard, valued, and put into action (73%).

Although professionals recognize their value, they often perceive a lack of respect from attorneys. The majority (51%) agreed with the statement: “There is a lack of respect for me/my role by the lawyers.”

Mental Wellness; Misunderstood RoleFew factors are likely to prove as harmful to staff wellbeing. The divide between lawyers and staff is again a contributing factor. “It’s stressful”, one respondent commented, “when law firms hire ‘smart’ and ‘well-respected’ professionals who really want to do what’s best for the overall business, but then their ideas are brushed aside because they aren’t part of the partnership or don’t have a J.D.”

Changing the culture

The issues raised by this survey are disquieting. It’s clear that law firms need to take mental health seriously, for staff as much as for attorneys.

The survey did, however, find some cause for hope. For one, 62% of respondents said that their team’s marketing ‘wins’ are celebrated.

As one legal marketer said: “The level of stress varies significantly from firm to firm. Even though I am very busy at my firm, my work is appreciated and that goes a long way toward feeling good about my job.”

The fact that staff experiences vary between firms is evidence that law firms do not have to be toxic work environments. It is entirely possible for law firms to foster cultures of respect. Those that do are likely to enjoy a competitive advantage.

As one respondent said, “A good, friendly culture goes a long way”.

© Copyright 2019 fSquared Marketing

For more law firm marketing & business, see the Law Office Management page at the National Law Review.

Seven Tips for Writing the Perfect Lawyer Biography

At least 73% of everyone looking to hire a lawyer search online long before they ever make that first call. In addition, it is said that the attorney biography page is the most visited page on law firm websites. This makes having a good set of online biographies a requirement for driving business to your legal practice. It should be simple: just write a little bit about yourself and your accomplishments, right?

Unfortunately, it is not always that easy.

Each type of biography has its own quirks and requirements. In addition, while most lawyers are excellent communicators and writers, that can actually work against them when dealing with a finite space for sharing credentials in a marketing setting.

Here are my top 7 tips for creating excellent lawyer biographies and some important faux pas to avoid.

1. Open with a strong statement

The biography is a vehicle for selling legal services so even if it is in a third person voice, it should be about connecting your experience with the legal problems you solve. The first paragraph of your biography is important real estate for starting a conversation with the person you are trying to connect with.

You can also increase your online search results by adding in specific keywords in the first line and headings such as your first and last name, firm name, location, and most prominent practice area. Education and personal information should be saved for the end of the biography.

2. Cover the basics

Make sure to include all the nuts and bolts that people will want to follow up on to ensure that you are who you say you are. Specifically, you should cover:

  • Contact Information: Location, phone number, social media links, email address.
  • Education: Undergraduate and law school credentials, as well as any post-graduate degrees.
  • Work History: This is not always necessary but be sure to share any noteworthy positions.
  • Practice Areas: When possible be concise.
  • Published Cases or Representative Clients: Do not forget to Include high-profile clients and pro bono work soliciting permission to publish when necessary.
  • Publications: These should be publications you have written or have been interviewed by.
  • Speaking Engagements: Lectures, podcasts, and panel discussions are great to include.
  • Awards: Your biography should contain both legal and civic awards.
  • Board Memberships: Every instance should be its own entry or bullet point.
  • Bar Associations & Legal Organizations: Highlight leadership positions first, general memberships after and include years of participation if possible.
  • Clerkships: Judicial clerkships are important to list.

3. Cover the extras

Next, you will want to make sure that you include anything extracurricular that will make you stand out in a crowd. Leadership positions (even outside of a legal industry), community service, and board memberships are great additions to this section. This is also the right place to include a personal line or two about your interests, hobbies, or family to inspire further connection with your audience.

4. Have a relevant, professional photo

Here is an area where many lawyers fall short. Remember, this may be the only time your prospective new client sees you before deciding to request your help. Give your best possible first impression by investing in professional headshots that reflect your best qualities and your personal brand. Take professional headshots regularly to keep your online image current.

5. Create several biographies for the best web engagement

The professional biography that you have on your website should be different than the one you have on sites like Avvo or Martindale-Hubbell. This gives each of your biographies a unique content score with the search engines which improves your overall search results rankings. It also means that potential clients see unique pieces of content that have not been cut-and-pasted to save time.

Consider creating a bank of biographies for each of your online biographies, your website, and printed biography. Be sure to calendar a reminder to review them once per quarter for updates. In addition, develop a different “short” version that can be used when you speak, guest post on a blog, or are published in a legal journal.

6. Avoid the biography pitfalls

There are a couple of issues that I see often when I review clients’ online and offline biographies. Some of the worst offenders when creating a biography include:

  • Informal photos: Stay away from using an old repurposed image of you at your brother’s wedding. And, unless you have an MFA in graphic design, stay away from photoshopping yourself into a different setting.
  • Being too wordy:  There is no need to include everything you have ever done in your legal career in your online biography. Skip the fluff and focus on the highlights. The ideal length is between 300-500 words.
  • Big blocks of text: Too much text tires the reader, and odds are good you will lose their attention even before they hit the second paragraph. Keep paragraphs to between 2-4 sentences to incorporate white space. Be sure to read your biography out loud to note any drawn-out sentences.
  • Third person formal: Stay away from calling yourself “Ms. or Mr.” in your biography. This sounds pretentious and can be off-putting for new clients. Instead, simply use your full name once at the beginning and your first name after that. It is important to note that there is a lot of debate about whether you should write your biography in third person (he, she, them) or first person (I, me, my). The answer will come from your target audience, your practice area, and your personal brand.

7. Try creative, interactive elements

You can make your biography page stand out even more by incorporating engaging elements like vcards, printable versions, or introductory videos – as long as they are professionally produced. Another wise choice is to include a disclaimer if you list your email address stating that sending an email to you does not indicate a legal attorney-client relationship unless an engagement letter has been signed.

Conclusion

Writing the perfect lawyer biography does not have to be a difficult exercise. Like any other marketing exercise, start with your potential client and work backward. Your biography is a great opportunity to connect with people before you meet them. Create text that is search-friendly, concise, and filled with the highlights of your career. This will allow potential clients and colleagues to “cut through the noise” and recognize you for the great lawyer that you are.

© 2019 Denver Legal Marketing LLC

This article is by Meranda M. Vieyra of Denver Legal Marketing

For more on Legal Marketing, see the National Law Review Law Office Management page.

LinkedIn: A Lawyer’s New Best Friend

Linkedin LawyersWhile there are plenty of books written about social media, I’ve found that most attorneys have little time to invest in such trivial pursuits. I’m sure you’ve rolled your eyes a few times when perusing Facebook or Twitter and reading some of the material on those sites. Many of these negative opinions stem from reality, whereas others come from a disappointing lack of knowledge as to the sites’ benefits.

In order to effectively utilize social media, it’s important to recognize what you want social media to do for you. Are you looking to grow originations, develop a cult-like following, or brand yourself to get speaking engagements? By answering this question first, you can focus on investing your time in the most effective social media forums.

There are literally hundreds of social media channels to choose from. Being selective and focused on the right one will help you get results more quickly. For most attorneys, developing your brand in the business community is most important. In addition, you’re most likely to get results from a social media channel that allows you to be proactive in developing new contacts and ultimately new business. In my experience, the best and fastest way to get results using social media is through LinkedIn.

Over the past 10 years, LinkedIn has become the number one resource for helping brand and generate new business for service-based professionals. In many ways it’s better than Google because it’s a business networking platform rather than a general search platform. The ability to search and target people and organizations is unlimited.

LinkedIn is a fantastic brand-building tool that allows you to literally post your resume online. LinkedIn also helps you leverage your best contacts to make inside connections. Done properly, this can create a massive universe of followers, possible connections, and, most importantly, a cast of personal advocates willing to make quality introductions on your behalf.

Imagine being able to look at your client’s list of friends, vendors and associates prior to asking for a referral. You can search through LinkedIn’s 50 million users to find the best inside connections for you.

While there are hundreds of different tools on LinkedIn, I want to give you the top three keys to effectively using LinkedIn. As with anything that’s worthwhile, it’s imperative that you try to have an open mind and invest a few hours exploring the site to see where the value is for you.

The first key to effectively using LinkedIn is to create a complete profile that best represents your expertise and experience in your field of practice. The second key is to develop your LinkedIn universe by adding the right contacts. The third key is to leverage those contacts and turn them into quality introductions. These three keys should initially take only a few hours to implement, and then as little as an hour a week to start producing results.

The First Key: Writing a LinkedIn Profile That Represents You Beautifully

In order to be effective on LinkedIn, you must have a professionally written and completed profile. Think of your LinkedIn page as your online resume and personal website. If the information online is incorrect, incomplete or poorly written, it might stop someone from reaching out to you.

Imagine you’re looking online for a remodeler for your home. The first site that comes up on Google looks fantastic. You click through to see some of the remodeling work the company has done, and the site says, “Sorry, cannot open this page.” So you try another one. The same message comes up. If you’re like me, you’re done at that point. You just move on to the next search result. This is exactly what happens on LinkedIn without a skillfully written and finished profile.

Here are three tips to ensure your LinkedIn profile makes you look your best to potential clients and strategic partners:

Tip #1: Use a recent professional photograph on your LinkedIn page.

Most people are visual and want to see whom they’re going to be speaking with. As important as content is on a website, you’ve never seen an exceptional one without images to back it up. Use the photo from your website if it’s good, or get a headshot taken right away. It’s not hard to do and it can make all the difference when someone is checking out your profile. This may seem obvious, but don’t post a cutesy picture with your kids, pet, or Halloween costume.

Tip #2: Have a professionally written background/summary.

Since your LinkedIn profile will be someone’s first impression of you, failure to capture the reader’s attention can move the reader quickly away. Personally, I like to see a summary written in the third person. It has the appearance of someone else boasting about your successes and best qualities without seeming egotistical.

If possible, keep your profile to three solid paragraphs. I enjoy reading profiles that read a little like a story. The first paragraph pulls you in. The second gets you familiar with the character. The third wraps things up and motivates you to take action. It might make sense to look up some other attorneys in your practice area to see what they’ve written. This will help you identify the best profile style for you.

Tip #3: Develop a strong list of skills that best represents your expertise.

If you take a few minutes and search some of your colleagues and competitors, you can quickly begin to formulate such a list. For example, an estate planning attorney would want to have the words “wills,” “trusts” and “estate planning” listed among his or her skills, thus enabling people searching for an estate planner to more easily find the attorney.

Once your skills are posted, people in your network will then have the ability to endorse you. Essentially, when you have a skill that someone agrees with, they’ll endorse you for that skill. While this might seem like “fluff,” it’s an important factor that people use to determine who are experts and who are not. For example, if you had to choose between two referred doctors, one who has hundreds of positive endorsements on LinkedIn and one who has none, which would you choose? While this might seem insignificant, in the competitive legal environment everything counts.

Read Part 2 here: LinkedIn for Lawyers – Strengthening Your Circle by Establishing the Very Best Connections Part 2

Read Part 3 here: Effectively Using LinkedIn for Lawyers: Going Beyond Connecting and Turning LinkedIn Relationships into Better Introductions Part 3

ARTICLE BY Steve Fretzin of Sales Results, Inc.

Copyright @ 2016 Sales Results, Inc.

Client Site Visits: Checklist for Success

client site visitsStudies reveal that clients, more than ever, want and expect great service from their outside counsel. On top of that, clients value lawyers who know and understand their business, as well their people and their policies. Clients also want lawyers who are trusted advisors and counselors.

Lawyers and law firms that take the time ask “How are we doing?” and take a proactive interest in helping clients achieve their goals and objectives add tremendous value to the relationship and build trust and loyalty with the client. Being a competent legal technician is simply not enough anymore in today’s competitive market place for legal services.

And what is the best way to achieve this type of relationship with clients? Go visit them. In fact, I recommend that partners visit their top four clients each year. Show you care. Ask smart questions. Listen, learn and respond appropriately.

Below is our Client Site Visit checklist, which offers practical guidance to lawyers who are interested in enhancing their relationships with top clients.

Before Your Visit

  1. Be very clear on your purpose for the Client Site Visit. Determine your objectives, which might include:

    1. Thanking the client for past business

    2. Enhancing your relationship with the client

    3. Meeting individuals with whom you work for the first time

    4. Learning more about the client’s business and industry

    5. Determining ways the Firm can improve service

    6. Resolving perceived problem areas

    7. Learning about opportunities for new business

    8. Learning about other firms the client uses

  2. Determine with whom you want to meet and spend time. Consider internal politics, both within the Firm and at your client’s company. Think about others who should be included beyond the person(s) with whom you work most closely.
  3. Determine where, when and for how long you want to meet. We recommend the client’s place of business, but you may want to consider a golf course, restaurant or private club.
  4. Ask for the meeting through a short letter or telephone call. Call our office if you would like an example.
  5. Do your homework:

    1. Three-year billing and client/matter history

    2. Research the client through Lexis/Nexis, Dun & Bradstreet, client’s web site, Martindale-Hubbell, etc.

    3. Discuss your visit with other attorneys who have worked with the client

  6. Develop a list of specific questions you want to ask.

At Your Meeting

  1. Arrive early and dress appropriately.
  2. Start off the meeting with 5-10 minutes of introductory “small talk.” Show interest in your client and consider topics like hometown, law school, family, hobbies, etc. If you are meeting in the client’s office, notice your surroundings…family photos, artwork, etc. to help you with topics of conversation. Bottom line…establish a friendly rapport before you dive into your list of questions.
  3. When the time is right, begin asking your pre-determined questions. Listen carefully. Let the client do the talking. Take copious notes.
  4. Let the client set the pace and tone of the meeting. Be sensitive to non-verbal cues.
  5. Remember that you are there to learn about the client, show interest in his/her objectives and how the Firm can improve service and add value to the relationship.
  6. Keep in mind that you are not there to “sell” legal services or talk about the Firm. That will happen naturally during the course of the meeting and your follow up plan.
  7. Do not overstay your welcome. Be aware of any obvious signals that it’s time for you to leave.
  8. At the conclusion of your meeting, thank the client for his/her time and assure him/her that you will respond to any issues raised during your conversation.

After Your Visit

Follow up is absolutely essential!! If you don’t plan to follow up, don’t bother visiting the client in the first place.

  1. Send a brief “thank you” note the day after your meeting.
  2. Calendar a specific day to follow up with a telephone call, another meeting or whatever you agreed to do at your Site Visit.
  3. Make sure all appropriate individuals at your client’s company are on all appropriate mailing lists for law alerts, seminar invitations, etc.
  4. Develop a client-specific action plan based on what you learned at the meeting. This might involve a formal proposal for services, a follow up visit at a later time or a pro-active program to further enhance the Firm’s relationship with the client.
  5. Find other ways to keep in touch with the client. Sending an article of interest or an occasional e-mail are good ways to stay “on the radar screen.” Hand-written notes are very effective and take little time.
  6. Strive to become more than a legal technician in the eyes of your client. Work to become a counselor or trusted advisor to your clients.
ARTICLE BY John Remsen, Jr
Copyright 2016 The Remsen Group

Retaining Millennials at Law Firms Requires Change

Millennials law firmManaging attorney departures at a law firm can be a daunting task, especially if a departing attorney has a book of business and takes clients along when leaving the firm. Although it can be difficult for the firm, a practice area and, often, the attorneys who remain, it has been a fairly rare occurrence in the past, particularly for equity partners.

That rarity is changing at an increasing rate as baby boomers have phased out of the workforce, leaving millennials to become the largest percentage of the U.S. employee pool. In fact, millenials are expected to make up 75 percent of our nation’s workers by 2030. They bring a different attitude regarding their careers and longevity with a particular company than we have become accustomed to, especially in a law firm culture.

As most business professionals are aware, it takes much more money to hire and train a new employee than to simply retain astute professionals. And, with millennials’ perceptions of how office life should be, law firms will need to pay much more attention to those ideals in order to keep excellent talent, which is imperative for a successful firm.

Millennial Expectations

So, what do millennials expect in the way of work life? This is a frequently discussed topic in the media, at companies and within law firms throughout the world. I’ve read several good articles on the subject lately and will share from one in particular written by Jeff Fromm for Forbes magazine.

Fromm, who consults on the “Millennial Generation” or “Gen Y,” often speaks about the attributes these employees want from their companies, and it’s not all about salary and benefits.

Although there is no precisely defined birth date range for this segment of the population, it is often described as people reaching young adulthood around the year 2000. These individuals were raised with technology and gadgets at a time when developing a child’s self esteem and individuality was a predominant theme in educational and behavioral methodologies.

Other attributes discussed include:

    1. Millenials want to be a part of  “the process.” They have strong entrepreneurial tendencies and desire growth. If they do not feel they are growing at a company or firm, they are much more likely to move to another than their older peers.
    2. Millenials prefer to be coached and mentored instead of “bossed” or just told what to do. Interestingly, this does not mean that they want to work independently with little supervision; it’s quite the opposite. They actually prefer more interaction and feedback than the typical baby boomer.

Conforming to the Millennial Way of Life

So, what does this mean for law firms and particularly law firm management, practice area leaders and the like? It means an almost 180-degree change in the way associates have been managed in the past.

Millennial attorneys will want to be part of the process from the beginning. They are not content to receive a directive such as, “Research a particular point of law and prepare an annotated brief on the subject.” Instead, they want to know about the case, why the research is important for the case and how it will be used to benefit the case.

Likewise, instead of just receiving a red-lined document back with few instructions regarding how to improve the work, millennials will prefer to discuss how the work product was perceived, why changes were made and how the changes make the information better in relation to the case. They want to learn and grow from the process; i.e., from performing their work.

These types of processes will, indeed, make for a better learning experience for associates, enhance their skills and grow more capable team members. However, this approach will also take more time and patience on the leader’s behalf. Just a “do as I say” directive, without an explanation of why to do it, doesn’t sit well with a millennial. Over time, such treatment will erode the associate’s desire to stay at the firm.

Millennial Mentoring

Remember, these younger attorneys need to feel included and that they are growing and making a difference to be motivated and engaged. Just receiving a good paycheck and the chance at equity ownership isn’t a long-term motivator for them. That really is a cultural change in how many, if not most, young associates used to be trained to be the future leaders of a law firm.

Also, consider that dramatic change in a firm’s processes can’t happen all at once, or else the culture will implode. Instead of instituting entirely new training and evaluation programs, try adding in or updating your firm’s processes. As a start, adding a strong associate mentoring program with real checks and balances will go a long way toward including associates in the process. And know that opening up the lines of communications top-down and bottom-up at any organization also will result in better operations and more-satisfied employees. If good communication isn’t standard at your firm, offer training across the board.

The impact the changing workforce has had on law firms isn’t just beginning … it is happening and must be addressed now to avoid major business operational issues for law firms. Take note of this growing trend and make the necessary changes to ensure your firm has the best talent today and in the future.

ARTICLE BY Sue Remley of Jaffe
© Copyright 2008-2016, Jaffe Associates

12 Tips for Getting the Most Business Out of Speaking Events

speaking eventsSpeaking provides credibility and visibility, both of which are very helpful in terms of acquiring new clients. Yet, despite the significant time and effort that it takes to prepare presentations, many attorneys find that speaking events are not producing as much business as they had hoped. The following tips are intended to help lawyers identify areas to fine-tune their approach, in order to produce better results going forward.

  1. Find the Best Audience – Speaking to a wide range of groups just to get experience can be a very good idea. However, once an attorney becomes more comfortable and skilled at communicating to groups and managing the dynamics of a room, it is important to start actively seeking the ideal audience. This may take some trial and error. The best organizations for reaching a particular niche may not be as obvious as one might think. If you are not getting the business you want, this is the first place to look.
  2. Choose a Critically Important Topic – Even if you are speaking to an ideal audience, you may not be addressing an issue that would inspire them to hire you. They may attend simply because they are curious about the subject and want to be prepared for the future, rather than because they view the issue as a serious concern on which they are willing to spend money. It may take some experimentation in order to identify topics that hit the sweet spot, both resonating with the audience, and showcasing your passion and expertise.
  3. Choose an Enticing Title – A well-crafted title increases attendance and enthusiasm for the topic dramatically. On one hand, this could be seen as superficial; but on the other hand, if a speaker goes out of her way to choose an amusing or compelling title, it is reasonable to assume that she made similar effort with the entire presentation.
  4. Make Sure the Description Accurately Represents the Content of the Presentation – There are two major ways this can go awry.  First, sometimes an event organizer will write the program description for you.  If you do not control the way the program is being advertised, it is very likely that the “wrong” people will attend or that they will come with expectations that are at odds with what you actually provide. This can lead to a confused or disappointed audience and a lot of frustration for the speaker. The second common way this happens is when the speaker writes a program description before designing the presentation. While content may evolve through the preparation process, it is important to keep the program in alignment with the description.
  5. Come Across as Personable – While an attorney’s experience and expertise are important, clients are a lot more interested in doing business with those whom they like. Public speaking does not come naturally to everyone, and even people who are usually genuine and charming may not come across as their usual likeable selves, due to nervousness, a believe that they “should” act a certain way in front of a group, etc. Some of this comes with practice, but getting feedback and simply putting greater attention on connecting with the audience can be immensely helpful.
  6. Put Aside the Perfectionism – There are a lot of variables at play when speaking to a group, and circumstance will not always go as planned.  If you are at a conference, the previous breakout session can run late, cutting into your perfectly timed presentation. The audience may turn out to have a dramatically different level of knowledge about the subject than you expected. There could be an unusually difficult audience member who won’t shut up about his own agenda. You could fall suddenly ill and have intense nausea or a hoarse voice. The list of unexpected challenges is long. Flexibility is your friend.
  7. Make Sure Your Biographical Descriptions are Consistent – If your biographical descriptions say different things about your expertise, you may be inadvertently undermining your credibility. Audience members frequently research speakers on the Internet and through social media to determine whether or not to attend a presentation, or to evaluate a speaker’s level of expertise. Thus, it is important that your law firm biography, speaker’s biography, and LinkedIn and other social media profiles all send a consistent message.
  8. Tell Them the Types of Law You Practice – Based on your presentation topic, audiences often make inaccurate assumptions about the scope of work that you do. If you offer a presentation about regulation of the electric grid, they may not realize that you also work on other types of energy or regulatory issues. Simply telling them at some point in your presentation, or using a range or examples, helps people recognize opportunities for working with you.
  9. Have a Structure for Gathering Contact Information – Asking for business cards from those who wish to receive client alerts, or offering to send out slides or other supplementary materials related to your topic is a great way to gather contact information from audience members. It is important to know the policies and procedures for the particular host organization, as some provide materials to participants electronically, others will offer the speaker a list of attendees, etc. Once you know the particulars, you can make a plan for how to request contact information from participants in way that is both inviting and appropriate.
  10. Follow up – The people who attend your program are leads, and turning them into clients generally requires follow-up. While some people who attend your presentation may immediately express interest in hiring you, most will not be shopping for an attorney right away. However, that could easily change down the line, and you want to still be in contact when it does. Therefore, it is important to have a good system in place for following up and staying in touch.
  11. Offer Insights as Well as Information – Lawyers are great at providing information on developments in the law and other technical details, but often do not offer the type of insights and generalizations that audiences find most valuable. Such comments may require caveats, but this is where your expertise becomes most evident. In a world where it’s not that hard to look up regulations, it is the context and broader implications for which clients are paying you.
  12. Make Content as Engaging as Possible – It is not always obvious how to liven up a presentation on a dry legal topic. However, one of the best ways is to use stories. Every case has a story behind it, and although the exact details may not be relevant to your audience, simply fleshing out the situation, and explaining a little bit about the characters, groups or context helps people to process and later recall the information. Don’t be scared to err on the side of being a little too interesting. If the audience can’t stay awake, they are a lot less likely to remember, let alone hire you.

Even highly effective and experienced speakers will likely be able to identify areas for improvement.  Becoming truly great at anything, from football to parenting to business development, requires constant practice, evaluation and adjustment.  The key is to just choose one or two areas to focus on at time.  Progress in any of these areas is likely to increase the number or quality of your prospects.

ARTICLE BY Anna H. Rappaport of Excelleration, LLC

© 2008-2016 Anna Rappaport. All Rights Reserved

The Evolving Role of Today's Law Firm Leaders

The National Law Review is in attendance at the 23rd Managing Partner Forum today in Atlanta, Georgia. NLR Managing Director Jennifer Schaller is moderating a collaborative panel discussing investing in clients. Check out the below article by founder of the Managing Partner Forum, John Remsen.

We all know that the legal profession has changed dramatically over the past two decades, resulting in a new set of challenges that yesterday’s firm leaders never had to confront. There’s an oversupply of lawyers. More demanding and less loyal clients. More demanding and less loyal partners and associates. Staggering advances in technology. Tort reform in many jurisdictions. Skyrocketing operating expenses. Mergers and acquisitions and unprecedented competition. Certainly these and other trends have created tremendous pressures for law firm leaders—who must change the way they operate if their firms are to remain viable in the long run.

Yet most aren’t keeping pace. In the midst of all the change, far too many firms haven’t changed much at all. They run essentially the same way they did 20 years ago—like loose confederations of solo practitioners sharing office space.

Why? According to nationally known lawyer-psychologist Dr. Larry Richard and his groundbreaking research on the subject, most lawyers hate change. They also love autonomy and resist rules and structure. They have little patience and want immediate results. They don’t like risk and shun the unknown. So for many firms, it’s easier just to leave things alone.

On the other hand, some firms “get it.” These firms are fundamentally changing the way they do business, with streamlined governance, standardized systems and procedures, strategic plans, and marketing and business development programs. They enforce minimum performance standards for partners and associates. Many are also divesting themselves of low-profit clients and practice groups. They are deequating underperforming shareholders and asking disruptive lawyers—even those with big books of business—to leave. These firms are emerging as the front-runners in the market because their top levels of leadership have the moxie and vision to make change happen.

The Firm Leader as Change Agent

In today’s most successful law firms, the role of managing partner has evolved significantly, from that of a “caretaker” trying not to rock the boat to that of a dynamic consensus builder and change agent. Today the managing partner is the CEO of a multimillion-dollar entity in a rapidly changing industry and needs to exercise critical leadership skills to set the example for leaders at all other levels of the firm and thus ensure the organization’s success.

Of course, knowing that you need to set the course to success and actually doing it can be difficult, given the press of countless to-dos firm leaders tackle every day. Consider this: Last year TheRemsenGroup surveyed more than 170 managing partners from firms ranging in size from 10 to 2,200 lawyers. Of those firms, 60 percent had more than 50 lawyers. When they were asked what their most important contributions were in their roles as managing partner, building consensus among shareholders and initiating change topped the list of responses. In contrast, when asked where they spent most of their time, day-to-day administration ate up way too much of it.

We also asked if these managing partners had a job description: 74 percent did not. In addition, 76 percent did not have a clearly defined exit strategy.

What can we take from this? Too many leaders at the top levels of law firms are winging it.

Steps to More Effective Leadership

A successful firm leader must be a visionary, a communicator, a negotiator, a coach, a disciplinarian, a cheerleader and a psychologist all wrapped up in one person. Needless to say, it’s not an easy job, especially when you add management responsibilities to the mix.

There are, however, steps that the top levels of firm leadership can take to enhance their effectiveness and improve the performance of their organizations. Here, in a nutshell, is the guidebook.

  • Codify the Top Leader’s Job

Every managing partner should have a well-defined job description. It should set forth the primary responsibilities of the position, the amount of time required, and how the partner will be compensated for his or her nonbillable contributions. Also, it should account for the fact that a managing partner’s time should be spent mostly in the areas of planning, communication and consensus building. Day-to-day administration functions should be delegated to a capable administrator.

  • Appoint Strong Group Leaders

A firm needs strong leadership at all levels. Unfortunately, departments and practice groups are too often led by the most senior lawyer or the lawyer with the biggest book of business when, in fact, that may not be the right person for the job. Passion, commitment and leadership skills are required for these important roles. To help ensure the right people are put in the right positions, department heads, practice group chairs and branch office managing partners need job descriptions, just like the managing partner does.

  • Develop a Firmwide Strategic Plan

The evidence is clear. Firms that have plans outperform those that do not. Planning helps to bring everybody onto the same page, sharing the same vision for the future. Firm leaders have to embrace and encourage the planning process and the plan’s implementation at the firm, practice group and individual lawyer levels.

  • Build a Firm-First Culture

Leaders should always encourage and reward a “firm-first” mind-set and attitude among all the firm’s members. There are a variety of ways to do this, including through compensation mechanisms, but even simple steps can prove very effective. For example, insist on the term “our” clients instead of “mine” and “yours.” Leaders must do everything possible to promote trust, teamwork and fairness within the firm.

  • Lead by Example

Managing partners and practice group leaders cannot be hypocrites. They must “walk the talk” by being first in submitting their individual marketing plans, getting their time records in, mentoring younger colleagues, returning client phone calls and otherwise setting the standard for everyone in the firm.

  • Invest in the Future

According to LexisNexis’s 2007 Juris Law Firm Economic Survey, the top performing and most profitable law firms spend more per person than underperforming firms do. They are investing in the future. The lesson: Resist the temptation to enhance profitably through cost cutting. That’s a short-term fix. Profitable firms look at long-term impacts.

  • Groom Successor Leaders

The best leaders are wise enough to identify and mentor a successor for their roles. They give that person important, high-profile assignments so that the firm’s people gain trust and confidence in the successor’s leadership skills well before the torch is actually passed. In addition, managing partners in particular should have a well-defined exit strategy that is communicated to all shareholders.

  • Be Passionate

They sure don’t teach much about leadership in law schools. But that’s not an excuse for failing to strive to be the best firm leader you can be. There are many intricacies involved in steering a firm toward top performance in times of change. To learn more about them, you should attend leadership conferences and ask your firm for training. Read books and articles. Learn from other managing partners and practice group chairs. It’s important for leaders to demonstrate that they’re devoted to excellence. -After all, if the leader isn’t committed, there aren’t likely to be many followers—and the firm will stagnate as a result. Those firms with strong, passionate and committed leaders, on the other hand, will emerge as the most successful law firms of the future.

Article By John Remsen, Jr of The Remsen Group
Copyright 2016 The Remsen Group

The Evolving Role of Today’s Law Firm Leaders

The National Law Review is in attendance at the 23rd Managing Partner Forum today in Atlanta, Georgia. NLR Managing Director Jennifer Schaller is moderating a collaborative panel discussing investing in clients. Check out the below article by founder of the Managing Partner Forum, John Remsen.

We all know that the legal profession has changed dramatically over the past two decades, resulting in a new set of challenges that yesterday’s firm leaders never had to confront. There’s an oversupply of lawyers. More demanding and less loyal clients. More demanding and less loyal partners and associates. Staggering advances in technology. Tort reform in many jurisdictions. Skyrocketing operating expenses. Mergers and acquisitions and unprecedented competition. Certainly these and other trends have created tremendous pressures for law firm leaders—who must change the way they operate if their firms are to remain viable in the long run.

Yet most aren’t keeping pace. In the midst of all the change, far too many firms haven’t changed much at all. They run essentially the same way they did 20 years ago—like loose confederations of solo practitioners sharing office space.

Why? According to nationally known lawyer-psychologist Dr. Larry Richard and his groundbreaking research on the subject, most lawyers hate change. They also love autonomy and resist rules and structure. They have little patience and want immediate results. They don’t like risk and shun the unknown. So for many firms, it’s easier just to leave things alone.

On the other hand, some firms “get it.” These firms are fundamentally changing the way they do business, with streamlined governance, standardized systems and procedures, strategic plans, and marketing and business development programs. They enforce minimum performance standards for partners and associates. Many are also divesting themselves of low-profit clients and practice groups. They are deequating underperforming shareholders and asking disruptive lawyers—even those with big books of business—to leave. These firms are emerging as the front-runners in the market because their top levels of leadership have the moxie and vision to make change happen.

The Firm Leader as Change Agent

In today’s most successful law firms, the role of managing partner has evolved significantly, from that of a “caretaker” trying not to rock the boat to that of a dynamic consensus builder and change agent. Today the managing partner is the CEO of a multimillion-dollar entity in a rapidly changing industry and needs to exercise critical leadership skills to set the example for leaders at all other levels of the firm and thus ensure the organization’s success.

Of course, knowing that you need to set the course to success and actually doing it can be difficult, given the press of countless to-dos firm leaders tackle every day. Consider this: Last year TheRemsenGroup surveyed more than 170 managing partners from firms ranging in size from 10 to 2,200 lawyers. Of those firms, 60 percent had more than 50 lawyers. When they were asked what their most important contributions were in their roles as managing partner, building consensus among shareholders and initiating change topped the list of responses. In contrast, when asked where they spent most of their time, day-to-day administration ate up way too much of it.

We also asked if these managing partners had a job description: 74 percent did not. In addition, 76 percent did not have a clearly defined exit strategy.

What can we take from this? Too many leaders at the top levels of law firms are winging it.

Steps to More Effective Leadership

A successful firm leader must be a visionary, a communicator, a negotiator, a coach, a disciplinarian, a cheerleader and a psychologist all wrapped up in one person. Needless to say, it’s not an easy job, especially when you add management responsibilities to the mix.

There are, however, steps that the top levels of firm leadership can take to enhance their effectiveness and improve the performance of their organizations. Here, in a nutshell, is the guidebook.

  • Codify the Top Leader’s Job

Every managing partner should have a well-defined job description. It should set forth the primary responsibilities of the position, the amount of time required, and how the partner will be compensated for his or her nonbillable contributions. Also, it should account for the fact that a managing partner’s time should be spent mostly in the areas of planning, communication and consensus building. Day-to-day administration functions should be delegated to a capable administrator.

  • Appoint Strong Group Leaders

A firm needs strong leadership at all levels. Unfortunately, departments and practice groups are too often led by the most senior lawyer or the lawyer with the biggest book of business when, in fact, that may not be the right person for the job. Passion, commitment and leadership skills are required for these important roles. To help ensure the right people are put in the right positions, department heads, practice group chairs and branch office managing partners need job descriptions, just like the managing partner does.

  • Develop a Firmwide Strategic Plan

The evidence is clear. Firms that have plans outperform those that do not. Planning helps to bring everybody onto the same page, sharing the same vision for the future. Firm leaders have to embrace and encourage the planning process and the plan’s implementation at the firm, practice group and individual lawyer levels.

  • Build a Firm-First Culture

Leaders should always encourage and reward a “firm-first” mind-set and attitude among all the firm’s members. There are a variety of ways to do this, including through compensation mechanisms, but even simple steps can prove very effective. For example, insist on the term “our” clients instead of “mine” and “yours.” Leaders must do everything possible to promote trust, teamwork and fairness within the firm.

  • Lead by Example

Managing partners and practice group leaders cannot be hypocrites. They must “walk the talk” by being first in submitting their individual marketing plans, getting their time records in, mentoring younger colleagues, returning client phone calls and otherwise setting the standard for everyone in the firm.

  • Invest in the Future

According to LexisNexis’s 2007 Juris Law Firm Economic Survey, the top performing and most profitable law firms spend more per person than underperforming firms do. They are investing in the future. The lesson: Resist the temptation to enhance profitably through cost cutting. That’s a short-term fix. Profitable firms look at long-term impacts.

  • Groom Successor Leaders

The best leaders are wise enough to identify and mentor a successor for their roles. They give that person important, high-profile assignments so that the firm’s people gain trust and confidence in the successor’s leadership skills well before the torch is actually passed. In addition, managing partners in particular should have a well-defined exit strategy that is communicated to all shareholders.

  • Be Passionate

They sure don’t teach much about leadership in law schools. But that’s not an excuse for failing to strive to be the best firm leader you can be. There are many intricacies involved in steering a firm toward top performance in times of change. To learn more about them, you should attend leadership conferences and ask your firm for training. Read books and articles. Learn from other managing partners and practice group chairs. It’s important for leaders to demonstrate that they’re devoted to excellence. -After all, if the leader isn’t committed, there aren’t likely to be many followers—and the firm will stagnate as a result. Those firms with strong, passionate and committed leaders, on the other hand, will emerge as the most successful law firms of the future.

Article By John Remsen, Jr of The Remsen Group
Copyright 2016 The Remsen Group

Building a Business Development Mindset in Law Firm Associates, Junior and Income Partners

meeting handshake black figures

Firms continually struggle to transition associates and junior partners from the “learning to be a great attorney mindset” to being great attorneys who also actively contribute to the firm’s bottom line.  In a fragile and shrinking legal market, business development at all levels and in all practice areas starts earlier and is being monitored more closely. Common stumbling blocks at the outset of building a business development mindset include where attorneys should start and how firms should help attorneys tailor their plans to both their different practices and diverse personalities. Once those business development plans are in place, firms are further challenged by how they can monitor and measure the effectiveness of their plans and how they must balance competing requests for funding for Business Development activities.

I had the opportunity to interview three law firm leaders in diverse practice groups about developing and monitoring attorneys’ business development plans.  Jason P. Grunfeld, the Head of Business Development and a partner in the firm’s Financial Services group at Kleinberg, Kaplan, Wolff & Cohen, P.C.;   Louis Britt, the Regional Managing Partner for FordHarrison‘s Memphis, Nashville and Dallas offices and a Partner in the firm’s Employment Litigation group; and Samir Gandhi, co-practice leader of Sidley Austin’s New York Corporate Group, took the time to answer some questions about effective business development strategies.  Thank you to for Messrs. Britt, Gandhi, and Grunfeld for sharing their experiences.

Jennifer:  What are some practical tips for helping even the most junior associates build a business development mindset?

Jason:  I tell associates to ask themselves some big questions:

  • What part of my work/profession excites me?
  • What is my network (professional, social, school), and how can I keep actively intouch with them?
  • What are my priorities and where do I want to be in 2, 5, or 10 years?

Then I encourage them to draft a plan for developing their: skills; expertise; visibility within the profession and to potential clients; and expand their network (both internally and externally). To keep up the momentum, I ask them to pick two items they can complete within the next month. One goal might be to reconnect with a potential or current client by sending them an email to touch base. Another could be to research an organization they would like to become more involved in. Still another could be to think about a potential article topic in their area of practice.

I also remind them to look for everyday opportunities to connect with new contacts and reestablish old ones.  This kind of networking is essential no matter what stage of your career you are in. It’s not just about connecting with potential clients, it also gets you in front of referral sources, mentors/advocates, and ultimately a great support system.

Louis:  At FordHarrison, we encourage associates from the very beginning to build a business development mindset.  This starts with building good habits and getting out to meet people.  We insist that associates take part in an organization, whether it’s a bar association, an industry association, philanthropic, or civic-oriented.  We want them to work toward becoming a leader in that organization, which can start with committee involvement and build from there.  We want them to write for publications, participate in speaking opportunities, and get used to occasionally having lunch outside the office.  They can start with former classmates, but also take the opportunity to buy a client lunch whenever they have the opportunity in working with them.

Building good habits is akin to regular exercise.  No one can run a marathon without putting in lots of shorter runs on a daily basis.  Lastly, it’s always good when partners can take associates along on a business development activity, whether it’s as simple as a lunch or as big as a pitch meeting.  People learn best from examples, and this is a great way to take a little of the mystery and nervousness out of business development for associates.

Samir:  Use simple, easy to accomplish tasks.  Most junior associates/partners who are new to practice development get intimidated by the concepts of “business plans” or marketing strategies.  Create goals that are effective yet not overwhelming, like doing one client alert per month or three practice development phone calls per week.  These are less intimidating and more likely to be done and each sets a goal that is practice development-focused.

Jennifer:  How can business development plans be tailored to meet different types of practices, different personality types?

Jason:  For most lawyers, the two primary obstacles to business development are fear and lack of time. The fear comes when lawyers are asked to step outside of their comfort zones and engage in new activities. Lack of time causes lawyers to push business development to the back burner, never giving it the chance to mature into a habit.

As far as personalities go, we also know that lawyers score high on skepticism (they question everything), autonomy (they don’t like being managed), and urgency (they want immediate results). None of this is great for developing business.  At Kleinberg Kaplan we try to overcome these obstacles by helping our lawyers develop marketing plans and tactics that fit their practices and unique personalities.

Tactics such as writing articles and participating in webinars to demonstrate thought leadership are helpful for lawyers whose personalities are more introverted.  Speaking to groups and attending networking functions are suggested for lawyers who are more comfortable with being extroverted. Some also find success with small group interaction at settings such as restaurants, cultural events, or sporting events. Other tactics can include making lawyers available for interviews to comment on key issues related to their area of practice. It’s all about the comfort zone for the individual lawyer… there is no “one size fits all.” Lawyers whose business development efforts are consistent with the needs of their practice, as well as their personality, values, and interpersonal characteristics are more likely to perform better.

Samir:  Difficult to answer as it really depends on the practice, but I tell people to really listen to what their clients or prospective clients want.  Lawyers tend to do things that are formulaic rather than bespoke.  Listen to what your clients’ needs are and your business plan can revolve around that need.

Jennifer:  Once business development activities have taken place, how do you monitor follow up and follow through?

Jason:  One aspect of our coaching program is the development of systems to organize, motivate and direct our lawyers’ business development activities in the shortest amount of time. We are helping our lawyers to build their own specific list of prospects that they would like to transform into clients – and a system that tracks exactly where they are in the process and the next steps that need to be taken.  This analytical approach provides organization, prompts action, tracks conversations, and helps us to analyze networks. The process begins with a chart that includes the name of the target organization; the potential contact within the organization; general description/information about the organization, history and notes about the contact; next steps to be taken; and deadlines to be met.

An important part of the process is identifying the various stages of the relationship:

  1. target identified,

  2. when the initial communication is made,

  3. what steps are taken to build the relationship,

  4. when the meeting is held to assess legal needs,

  5. what steps are taken to build trust (follow-up, sending articles, sharing information, etc),

  6. when the agreement is made to hire, and

  7. when the file is opened.

Samir:  At Sidley we try to gauge follow up through surveys and results inquiries (e.g., how did the RFP go?).   As a practice group head, I try to make sure I remind lawyers on my team to continually follow up and keep your promises to do so.

Jennifer:  How do you balance competing requests for funds / priorities for business development activities?

Louis: As attorneys are seeking approval for funds outside of routine client lunches or dinners, we ask them what business purpose is served and what follow-up is planned.  Another thing we do at our firm is give a greater priority when a lawyer looks to involve others in his or her office.  We want to avoid the use of funds for “pet projects,” so to avoid this, we will often insist that certain activities involve more attorneys within the office, and require a plan for follow-up.

Samir:  Carefully.  Based on a combination of need and effective use of funds.  We are a large firm and there are a lot of competing teams looking for funds.  We try to make sure teams use best practices to be efficient so that we aren’t unable to fund someone who is deserving because we were inefficient with funds.

Article By  Jennifer Schaller of The National Law Review / The National Law Forum LLC
Copyright ©2016 National Law Forum, LLC

[1] I recently had the opportunity to hear Louis Britt III, Samir A. Gandhi, and Jason P. Grunfeld speak at Thomson Reuters 23rd Annual Marketing Partner Forum held last month in Orlando.  I’d also like to extend a big thank you to Cindy Larson, the Publisher of SuperLawyers Magazine who moderated the “Where Are You Going? Where Have You Been? Investing in Junior & Income Partners for Business Development” panel whose members included Messrs. Britt, Gandhi, and Grunfeld.  Click here: for a full recap of this panel discussion by Cindy.