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A Personal and Professional Marketing Plan for New Partners
The congratulatory letters and well wishers have come and gone and the honeymoon is over. Now it's time to assume the role of partnership. For some this will be a simple transition; for others it becomes on ongoing challenge. Associate life is basically akin to rankings in the military ' private, corporal, sergeant, lieutenant. Partnership is akin to making the move up through the ranks to captain, major, colonel or general. Along the way things change. Expectations are different and even if as an associate an individual has been doing his or her fair share of marketing, now you are an owner and more than ever, you need create your own personal and professional marketing plan.
Transitioning from the role of associate to that of partner can be daunting, even if as an associate an individual did the best legal work and indeed developed new business. Partners who market their practice areas with their associates usually do this to demonstrate to existing and prospective clients that the firm is committed to its clients' needs and to initiate the young partner in the ways of the care and feeding of clients. Associates might feel like they understand what is to be expected of them when they reach partnership, but many of them are totally unprepared for their role as an owner, manager, marketer and leader of a business enterprise. This is the essence of partnership. It is no longer just about good lawyering. As a partner, one must take their knowledge of the law and intertwine it to build client relationships and bring in new business. From the moment one becomes a partner, creating a personal and professional marketing plan is probably the most important aspect on the road to achieving success. In some instances, law firms look to executive coaching for new partners in an effort to assist in overcoming the challenges posed by added responsibilities. Coaching of this nature can also answer some of the questions that often arise in the environment of partnership, for example a higher level of stress that might interfere with performance and that could actually impede one's ability to be comfortable in the new environment and take on the added responsibilities that are inherent in the role of partnership.
Partnership opens new doors ' those of contribution, commitment and client relationship building. The contribution factor is the obvious ' the continuance of good lawyering coupled with attention to the role as an owner. The commitment factor is that of understanding the obligations of being part of a “covenant community” of people who share a common goal ' attention to clients and honing good management skills. The client relationship building and new business development are the areas that can impact the success of a partner.
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