Marketing Mailbag : Bothwell Marketing, Inc.

Even a Small Fish Can Reel In a Choice Catch

published in the Daily Journal

Dear Ambitious:
Check to see what the actual business-development expectations are at your firm. Most large firms look for business-development capability in associates, but not necessarily results. They find evidence of marketing potential in how associates service and manage existing clients.

You can, however, play a role in generating business from existing clients. If you provide excellent service to clients it is likely that you will assist in obtaining new work from that client. That's business development. Remember, in many cases the senior partner who "owns" the client once inherited the business from a partner who is now retired. Your goal is to become the "go to" person, both in the client's and the senior partner's mind.

Get to know the clients' business and industry. Read the industry publications they read and be familiar with the business issues they face. Take advantage of MCLE courses that cover their specific concerns. Attend industry association events that both add to your knowledge and provide good networking opportunities. Clients like to hire experts, lawyers who know their company and their industry. Become an expert.

Remember too that large corporations have many levels of management. It may not be appropriate for you to be talking to the CEO or the general counsel, but there are many junior executives who are intent on climbing the ladder. They are the ones you should be in touch with to make connections. They may end up at the top of the organization or may move to another company. Either way, when they are in a position to hire a lawyer, they will likely hire someone they know and feel comfortable with.

Start by choosing two or three people within a client's organization who roughly parallel your state of career development. Get to know them better. Use firm sports tickets or entertainment dollars to socialize and discover their goals. Learn about their company. And always be on the lookout for new people to add to your circle. The network you build now will be your client base in the future.