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Transitioning Associates from Worker Bees to Rainmakers
There comes a day when the partners of your law firm will tell their associates that they need to build their own clientele. The partners will no longer assign work to the associates and will expect them to generate their own files. If you are the associate, this is a chilling moment. And if you are a marketing professional, here is how you can help.
The key to survival is making the transition from a worker-bee lawyer to a rainmaker, which can be done in six steps. Fortunately, business development is a learned skill, and is not necessarily an inborn trait.
Things to Remember
- Business development is not a dark art.
- A charismatic personality is not required.
- It does not require making cold calls or direct pitching. This is a relief because nobody went to law school to become a salesperson.
- An associate does not need to fear entering a giant room of unknown people, and expect to find a new client.
- Business development is easily done by introverts ' me included.
It is a transition, because associates are trained to crank out billable hours and learn the law. Happily, all the professional skills of a lawyer translate directly into business development skills ' such as being organized, analytical, hard-working, a good listener and a skilled questioner.
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