As the saying goes, law school may teach the law but not the practice of the law.  For many lawyers, the transition from student to practicing professional can be a challenging journey through uncharted waters.  Along with this transition comes the need to market and develop business – a skill rarely conveyed with an educational degree.  This article provides some basic suggestions for maximizing legal marketing skills and embarking on a successful track of business development.

Think of the Firm as Your First Client

For most new lawyers, the process of assimilation begins internally.  For this reason alone, treating the other professionals in your firm as clients – or customers – will help build your first business connections.  Even if you practice alone, other lawyers can be a great source of introductions, relationships and, of course, marketing “do’s and don’ts.” Observe what will and will not work for you.  File away any promising techniques and begin to position yourself within your organization as a link between existing business relationships and the future.

Take Advantage of What Is Presented to You

Existing firms survive on their existing relationships.  Meeting and working with your organization’s current clients or business contacts is the easiest way to practice marketing techniques and to see immediate results.  Whether it is working successfully on an existing matter or opening a new matter for an existing client, you are creating a relationship with that client or contact that will serve you and your organization in the future.  Ask for opportunities to meet and work within existing relationships.  Be sure to respect the time and energy your colleagues have already invested, but never be afraid to establish your own relationship through solid work and dependability.

Select Marketing Forums That Suit Your Strengths

People are different.  The large chamber or association functions that provide numerous introductions and opportunities may work well for some people, but are a socializing nightmare for others.  Be honest with yourself and your personality to identify forums where you are likely to feel comfortable, willing to engage with others, and where you feel you are best able to succeed.  While every job has some obligation to attend regular “meet and greet” events, becoming aware of your individual strengths and weaknesses can help make the most of your time and effort.  If you prefer smaller groups and individual interactions, try community-based organizations as a means of generating new and promising relationships.  If you thrive in larger settings, there are a plethora of state and local associations eager to have your involvement.

Set Measured Goals

Nobody should reasonably expect a first-year associate to land the next career or blue-chip client.  Relationships often start small and emerge over time.  Setting reasonable goals, such as establishing a handful of budding relationships or opening a few of your own modest matters, might be a strong start.  Aiming too high can lead to discouragement or to an unfortunate reputation as a poor business developer.  Avoid these pitfalls by being realistic.  Set and achieve goals that are within reach.  By accomplishing even modest goals, you will establish a positive track record, gain confidence and generate a list of positive marketing accomplishments for discussion during performance reviews.

Convey Confidence and Gather Trust

Clients need to have confidence and trust in their attorneys.  Confidence can come from experience, knowledge, integrity or honesty.  As a new lawyer, experience and knowledge may still be developing, but integrity and honesty have no age restrictions.  Treating new relationships with respect means admitting sometimes that you do not know the answer to the question your client is asking, it means telling clients that you want to seek assistance when necessary, and it means raising concerns early on instead of ignoring potential problems.  Clients rarely expect perfection.  Instead, clients expect diligence and determination to work for the right answers.  Relationships built on integrity and honesty will last throughout a whole career.

Create a Responsible Plan

A responsible plan should map your strategy for achieving your goals.  If, in your circumstance, a successful year includes ten new relationships and five new matters or projects, select a plan to achieve these goals.  A plan that attempts too little will fall short of the desired goals.  A plan that is overly aggressive also carries a substantial risk of failure.  Respect the balance between optimism and reality and plan accordingly.  At the end of year, you will be glad you were reasonable in your planning.

Ask Others for Help

Along your professional path you will undoubtedly meet individuals who have similar strengths or styles that you admire.  In addition to emulating these characteristics, ask for assistance in crafting your personal approach to business development.  Marketing strategies should not be do-it-yourself projects.  Misdirection or unreasonable goals can waste time or even become counterproductive.  Instead of guessing at approaches, use all available resources and contacts to critique your plan and make improvements.

Find Your Individual Motivation

Business development can be a slow and frustrating process.  At the beginning, even the most sincere and energetic efforts can produce very limited results.  The ability to push forward, focus, or regroup are essential ingredients of success.  Whether it is achieving personal career aspirations, providing for a family, or pursuing other goals, use your individual motivation as fuel to continue pressing forward in a positive direction.

Conclusion

Marketing and business development can be new frontiers for many new lawyers.  By learning from colleagues and planning realistically, new lawyers can build the relationships that are an essential component of a successful career.

Ari B. Pollack is an attorney with Gallagher, Callahan & Gartrell in Concord.  He is on the New Lawyers Committee and has been a member of the New Hampshire Bar Association since 1997.