New client development is the lifeblood of law firms and the lawyers who comprise them. Although many firms have perennial clients that remain active through even the worst of times with a steady flow of new files, new business development permits law firms to grow, evolve and survive for the long term. A static and unwavering book of business is nonetheless important, but can also lead to complacency, paralysis and boredom.
One of the primary challenges for many young lawyers is how to find, develop and maintain new clients. In other words, many young lawyers get caught up in the world of external marketing. Moreover, developing business is an important aspect in any firm, regardless of size, practice group or geographic location. Focusing on external marketing, however, can become discouraging and otherwise daunting, especially because associates often lack the experience, credibility, connections, wherewithal and other factors that many rainmakers are so familiar with.
