 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 
|
|
 |
||||||||||||||||
|
Bar News - October 1, 2000 From the New Lawyers Committee - An Introduction to ‘Rainmaking’ By: Rose Marie Joly Editor’s Note: On an occasional basis, members of the New Lawyers Committee will be submitting articles to Bar News of particular interest to newer practitioners. EARLIER THIS YEAR, I attended a seminar sponsored by the New Hampshire Women’s Bar Association on “Rainmaking through Marketing, Services and Systems,” presented by Deb Titus, Managing Partner of Human Solutions, LLC, of Derry. The messages of that seminar have particular meaning for new lawyers trying to learn the art of rainmaking, or cultivating clients and generating additional business for their firms. The presentation included a discussion of the components of deliberate rainmaking, including “branding” your practice, delivering outstanding service, building relationships and ensuring visibility, credibility and consistency in the delivery of legal services. Attendees discussed the reasons why clients hire them as opposed to other professionals or other attorneys, as a means of identifying each attendee’s “brand.” In addition, the role of the marketplace was discussed in terms of how it helps each of us to establish an identity or “brand” for ourselves in the marketplace. Titus suggested that every attorney must cultivate a perception of the practice’s values, philosophy, people and abilities in a way that results in attraction and retention of clients. Titus’s presentation restated a theme well-known to many practitioners: Rainmaking for attorneys often consists largely of providing outstanding service to existing clients. Through that outstanding service, attorneys obtain repeat business and invaluable good will in the community. Titus also pointed out that an attorney’s success is ultimately determined by his or her clients. In other words, we are only as “successful” in our performance as our clients believe us to be. One significant point to remember in this regard, Titus said, is that “Your success will depend on how clear you are on customer values and goals, as well as your commitment to do what it takes, even if it means referring the business out of your practice.” Finally, Titus reminded us that retaining clients depends upon our ability to build and nurture relationships with them. Not only must initial communications with potential clients be effective, but maintaining the quality of ongoing relations is also critical. Each practitioner’s success in communicating with clients largely governs his or her future business. Ensuring excellent communication and standards of service are therefore of utmost importance to continued success. Attorneys are service providers, and our clients view us as such. Accordingly, we must constantly re-evaluate whether our services add value to our clients, and must continually strive to increase the level of value that we provide. Rose Marie Joly is an associate at Rath, Young and Pignatelli, in Concord, and a member of the New Lawyers Committee and New Hampshire Women’s Bar Association. |
|
Home | About the Bar | For Members | For the Public | Legal Links | Publications | Online Store New Hampshire Bar Association |
