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Helping Associates Build Marketing Skills
The first priority of a young lawyer is to develop knowledge and skills as a lawyer, but there are actions you can take as a partner to help guide associates in the right direction for preliminary client development activities. New clients take time to ripen, but the seeds need to be planted early and watered often. The following are some things you can do to place associates on the right path.
Begin with an honest conversation about how client development efforts affect the future of the firm to give the associates motivation for an early start. Using your firm's standards and guidelines, explain how marketing efforts affect partnership consideration, compensation, and bonuses. Many associates embrace firm myths about how compensation is calculated and make assumptions based on these myths. As a partner, it is your responsibility to clear up the misunderstandings and give a truthful explanation of the process.
A young lawyer must understand that her goal is to become a good lawyer, and that can only happen if she focuses on educating herself through experiences and training. Though learning the law is primary, you can also explain that certain marketing behaviors, if started now, can become fruitful in the future. The easiest and first step is the development of a contact list. This should be kept in a format that can easily be transferred should the computer system be changed or the associate leaves for another firm (not that you will encourage her to leave). Also explain the need to identify and locate undergraduate friends and professors as well as law school contacts. And do not forget to get the associates thinking about all other contacts they might have through family, friends, social networks, and past employment. If a contact list is built from the start of the legal career, it would eventually become an extensive list with invaluable business potential by the time the associate makes partner.
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