My dad told me a long time ago that when it comes to the legal business, the golden rule is that whoever makes the gold makes the rules.
A few posts around the internet in the last few days drive the point home. First was Thomas Friedman's op-ed in the New York Times. He commented on why lawyers are being laid off:
Those who are waiting for this recession to end so someone can again hand them work could have a long wait. Those with the imagination to make themselves untouchables — to invent smarter ways to do old jobs, energy-saving ways to provide new services, new ways to attract old customers or new ways to combine existing technologies — will thrive. Therefore, we not only need a higher percentage of our kids graduating from high school and college — more education — but we need more of them with the right education.
Ashby Jones in the Wall Street Journal Law Blog agreed with the op-ed, concluding that "those law-firm lawyers who can bring in the biz — in addition to doing the work handed them — are those who are going to thrive, regardless of the economic situation."
But if you think lawyers would readily agree with that statement, think again. Look at the comments. They're filled with excuses:
-I don’t quite follow how a law school could help improve an attorney’s rainmaking abilities.
-The types of clients that are able to pay big-firm rates are not the type of clients that are going to send their work to a firm because they met one of its senior associates at a mixer.
-Can anybody name a single associate that is trusted by the egomaniac managing partners at any big law firm to deal with actual or potential clients?
-How should associates get business when they don’t have time or the credentials?
-There really isn’t a non-fraudulent way to bill 12 hours per day AND somehow gladhand potential clients at the same time.
-Lawyers are told at every turn not to take risks, not to stick out, and not to offend. Asking for business runs a high risk of breaking one or all of those rules.
-It isn’t like clients are spigots where you can turn them on when you want. Also, you pretty much have to do this with your evenings and weekends.
-Associates are working late every night at the firm. That doesn’t leave much time for developing the social contacts and relationships that will lead to business down the road.
Law students generally think that it's their school's responsibility to teach them what they need to know to be successful lawyers. They carry this mindset into their first jobs, thinking it's the firm's responsibility to give them work.
Maybe it is the school's responsibility--after all, students are paying for it.
But even if it is, so what? Instead of spending time blaming the school for not teaching them how to get clients, students should go out and learn themselves.
For some this means taking outside business development classes. For others it means finding an attorney mentor (attorneys are usually more than willing to help out young lawyers). For me, it's meant starting a blog and learning how I can use the internet and social media to develop a reputation in a niche area of law.
Heather Milligan at the Legal Watercooler discussed three things that students and young associates can do to become better rainmakers:
1. Personally invest in coaching & business development training
2. Take advantage of your firm's marketing department, or local Legal Marketing Association.
3. Take a rainmaker to lunch.
Here's a 4th: write a blog. Not about your personal life or about law school, but about an actual legal topic you find interesting.
For an example of what not to do, see the bloggers featured in the Weekly Law School Roundup. They write about themselves, not about the law or the questions that potential clients might have.
Instead, spend a few hours a week to write about a niche area of law. You'll (1) develop a reputation among professionals as an expert in the field, (2) get questions about the things you write, and (3) learn to write better. And you'll feel satisfied in helping people with real world problems--something you can't do inside a classroom.
The key is to do something. Heather sums it up:
The skills can be learned if you avail yourselves of the resources ... and the resources are out there. You just have to invest your time, and perhaps your money.