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Business development tips for young lawyers and soon-to-be lawyers

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Much like building your network, building your book of business takes time and trust. For some new lawyers, focusing on getting new business can be a daunting task, but many firms and employers nowadays are looking for young lawyers to hit the ground running — particularly if you’re working for a smaller firm, where you may be expected to bring in work almost as soon as you start.

The following are some business development tips: 

  • First and foremost, you have to know well and understand your work and the work of your firm. Soon after you’re hired, have a good handle on: who your clients are; what differentiates your firm from others; what your firm’s business development goals are and what its business model is like; and what aspects of your firm – and your own work – are most salable to potential and existing clients.
  • Also understand your existing and potential client base, along with the legal landscape. For example, be aware of your clients’ interests and expectations, as well as your firm fits into your major clients’ lives and business models, and how your firm fits into the legal landscape.
  • Be familiar with all of the formal and informal marketing efforts your firm. For example, you should know what formal marketing materials are available to you; what’s on your firm’s website; how business development meetings are handled; and who at your firm is considered well-versed in what practice area.
  • Be confident. Know your area of the law, be able to answer questions about what you do and what you can provide, and exhibit confidence while counseling clients.
  • Ask the partners or more experienced attorneys to take you with them to business development meetings, and observe how they pitch to potential clients. Then, make their methods your own: figure out which methods you liked and use them at future meetings.
  • Stay up-to-date on trends, changes and happenings in your industry or practice area.
  • Think of business development in “people” terms: view this part of your job as simply another reason to maintain and cultivate your professional network. This may reduce some of the anxiety young lawyers tend to feel about business development and allow you to focus on your professional relationships instead.
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