Professional Development: Marketing from a Young Partner's Perspective

Kudos! As a new partner, you have survived the law firm gauntlet and have been elevated to the partner ranks. By building a reputation within your firm as a reliable and talented attorney, you have succeeded in the first critical step in marketing: developing a valuable product (yourself). When your firm named you as a partner, it expressed confidence in your ability to promote your firm's business and contribute to the bottom line.

In summary, you have already proven that you are highly capable of being a significant business developer through your success in building your internal business. But, now it is time to focus your energies on external business development. Adopting a deliberate strategy for marketing yourself and your firm to potential and existing clients is one of the best ways to realize this objective. From a new partner's perspective, the strategies discussed here may not make you a top rainmaker overnight, but they will set the foundation for successful business development over the length of your legal career.

Adopt a Marketing Plan

The ideal marketing strategy for a particular attorney is usually a personal blend of activities that are tailored to the lawyer's skills, experience, culture, hobbies, community, practice area, and your firm's strategic plan. For most new partners, marketing requires a commitment to effectuate a deliberate plan over multiple years. Draft a marketing plan and revise it at least once a year as your practice and business develops. Seek out advice from mentors and other partners. Many firms have marketing professionals who are great resources in assisting partners in their marketing efforts. There are also consulting firms and online resources you can access in developing your plan.

Develop a Niche

Build on your skills and prior experiences and develop a niche ' something unique to offer clients and referral sources. This may be a special type of litigation, a specific regulation, a special segment of the legal profession, or advising clients in a particular corner of an industry. Take advantage of opportunities in your area of specific focus. For example, the adoption of a new regulation can create opportunities for junior partners to become experts in areas that have been traditionally dominated by more senior attorney. Leverage your non-billable time to study and write about your deep knowledge to gain more external exposure.

Identify Relevant and Productive Markets

Identify bar organizations, practice-oriented groups, industry and trade organizations, charities, and social networks that are relevant to your chosen practice area, or that are potential sources of clients and referrals. Consider that if you spend all of your time with groups that do the same thing you do, it will be more difficult to distinguish yourself. For example, if you are a partner in a firm that has a large presence in your city, consider seeking opportunities to market yourself in other states where you can develop fresh relationships. Look for opportunities to assume leadership roles in civic and professional organizations. These leadership positions will provide you with consistent opportunities to demonstrate many of your skills and talents to potential clients.

Invest in Your Marketing Strategy

Successful marketing often requires a significant investment of time, effort and money over a number of years. Be prepared to make those sacrifices. Set aside time for non-billable activities, and track it like you would billable hours. Consistency is key. If you commit to a group, leadership position or project, follow through just like you would with a case or deal. This type of commitment will help you create a reputation of being a “go to” person in your legal and civic community groups. Expect to invest some of your own funds in your marketing activities ' business expenses are, after all, deductible for partners.

Stay Connected

Remember that work does not originate just from “clients,” it comes from people. Over the course of your career, business will be referred to you not only from colleagues and clients, but from family, friends, old roommates, former employers, new neighbors, golfing buddies, classmates, and new acquaintances. In the legions of studies about how to effectively market, a consistent theme is repeated connections. Take interest in your clients' professional and personal interests. Stay connected with your classmates and your former colleagues. Keep track of what is happening in their lives and their careers. Send thank-you notes and holiday cards. Let them know about the experiences and successes in your career. People who like and respect each other are naturally inclined to send business to one another. Friends become clients, and clients become friends.

Co-Marketing and Cross-Selling

Your marketing strategy should dovetail with your firm's business plan. As a partner, you are responsible not just for marketing your own practice, but for marketing the firm. Keep your options for developing business as broad as possible and target clients that can utilize any aspect of your firm and not just your specific expertise. Learn as much as you can about your firm's main clients ' their businesses and the legal services they use at your firm. Read up on the latest developments in your clients' industries ' no one wants to hire a lawyer who does not understand its business. Send updates to clients if you hear about a legal development that might interest them, whether or not you are currently working on a matter for them. (Google alerts are brilliant for this purpose). There may be opportunities to market your skills to an existing client and obtain new business from them. Similarly, get to know your partners and their practices ' sending business to your colleagues is a sure way to earn referrals in return.

Kendyl Hanks practices with the Haynes and Boone LLP's Appellate Practice Group in New York. She may be reached at 212-659-4972. Craig Unterberg is the head of the firm's Prime Brokerage and Equity Lending Practice Group. He may be reached at 212-884-8206.

For Twitter and LinkedIn followers, click here to subscribe to the Marketing the Law Firm newsletter at a special introductory rate of $329. This offer is valid for new subscribers only.

Kudos! As a new partner, you have survived the law firm gauntlet and have been elevated to the partner ranks. By building a reputation within your firm as a reliable and talented attorney, you have succeeded in the first critical step in marketing: developing a valuable product (yourself). When your firm named you as a partner, it expressed confidence in your ability to promote your firm's business and contribute to the bottom line.

In summary, you have already proven that you are highly capable of being a significant business developer through your success in building your internal business. But, now it is time to focus your energies on external business development. Adopting a deliberate strategy for marketing yourself and your firm to potential and existing clients is one of the best ways to realize this objective. From a new partner's perspective, the strategies discussed here may not make you a top rainmaker overnight, but they will set the foundation for successful business development over the length of your legal career.

Adopt a Marketing Plan

The ideal marketing strategy for a particular attorney is usually a personal blend of activities that are tailored to the lawyer's skills, experience, culture, hobbies, community, practice area, and your firm's strategic plan. For most new partners, marketing requires a commitment to effectuate a deliberate plan over multiple years. Draft a marketing plan and revise it at least once a year as your practice and business develops. Seek out advice from mentors and other partners. Many firms have marketing professionals who are great resources in assisting partners in their marketing efforts. There are also consulting firms and online resources you can access in developing your plan.

Develop a Niche

Build on your skills and prior experiences and develop a niche ' something unique to offer clients and referral sources. This may be a special type of litigation, a specific regulation, a special segment of the legal profession, or advising clients in a particular corner of an industry. Take advantage of opportunities in your area of specific focus. For example, the adoption of a new regulation can create opportunities for junior partners to become experts in areas that have been traditionally dominated by more senior attorney. Leverage your non-billable time to study and write about your deep knowledge to gain more external exposure.

Identify Relevant and Productive Markets

Identify bar organizations, practice-oriented groups, industry and trade organizations, charities, and social networks that are relevant to your chosen practice area, or that are potential sources of clients and referrals. Consider that if you spend all of your time with groups that do the same thing you do, it will be more difficult to distinguish yourself. For example, if you are a partner in a firm that has a large presence in your city, consider seeking opportunities to market yourself in other states where you can develop fresh relationships. Look for opportunities to assume leadership roles in civic and professional organizations. These leadership positions will provide you with consistent opportunities to demonstrate many of your skills and talents to potential clients.

Invest in Your Marketing Strategy

Successful marketing often requires a significant investment of time, effort and money over a number of years. Be prepared to make those sacrifices. Set aside time for non-billable activities, and track it like you would billable hours. Consistency is key. If you commit to a group, leadership position or project, follow through just like you would with a case or deal. This type of commitment will help you create a reputation of being a “go to” person in your legal and civic community groups. Expect to invest some of your own funds in your marketing activities ' business expenses are, after all, deductible for partners.

Stay Connected

Remember that work does not originate just from “clients,” it comes from people. Over the course of your career, business will be referred to you not only from colleagues and clients, but from family, friends, old roommates, former employers, new neighbors, golfing buddies, classmates, and new acquaintances. In the legions of studies about how to effectively market, a consistent theme is repeated connections. Take interest in your clients' professional and personal interests. Stay connected with your classmates and your former colleagues. Keep track of what is happening in their lives and their careers. Send thank-you notes and holiday cards. Let them know about the experiences and successes in your career. People who like and respect each other are naturally inclined to send business to one another. Friends become clients, and clients become friends.

Co-Marketing and Cross-Selling

Your marketing strategy should dovetail with your firm's business plan. As a partner, you are responsible not just for marketing your own practice, but for marketing the firm. Keep your options for developing business as broad as possible and target clients that can utilize any aspect of your firm and not just your specific expertise. Learn as much as you can about your firm's main clients ' their businesses and the legal services they use at your firm. Read up on the latest developments in your clients' industries ' no one wants to hire a lawyer who does not understand its business. Send updates to clients if you hear about a legal development that might interest them, whether or not you are currently working on a matter for them. (Google alerts are brilliant for this purpose). There may be opportunities to market your skills to an existing client and obtain new business from them. Similarly, get to know your partners and their practices ' sending business to your colleagues is a sure way to earn referrals in return.

Kendyl Hanks practices with the Haynes and Boone LLP's Appellate Practice Group in New York. She may be reached at 212-659-4972. Craig Unterberg is the head of the firm's Prime Brokerage and Equity Lending Practice Group. He may be reached at 212-884-8206.

For Twitter and LinkedIn followers, click here to subscribe to the Marketing the Law Firm newsletter at a special introductory rate of $329. This offer is valid for new subscribers only.