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Marketing Training for the Next Generation of Rainmakers

By Sharon Meit Abrahams
March 29, 2007

The practice of law has seen many changes in the past 10 years. The profession has changed to become more client focused, associates are entering at higher salaries, and firms are pressured to be more efficient. All this adds up to the necessity for new associates to be productive sooner ' and that includes developing business. However, young lawyers do not learn how to develop clients during law school. They learn to research, cite cases, and think logically, but they do not learn the practical skill of getting and keeping clients. This must be taught by senior lawyers, outside consultants, or others responsible for training.

As law firms change their attitudes toward clients, they have changed their attitude toward client development training. Firms realize attorneys need brushing up on their client relation skills, marketing skills, and general communication skills. Consultants have jumped on this bandwagon by offering a variety of expensive training programs; however, training may be best conducted by successful in-house attorneys.

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