In order for a firm to be competitive in today’s market, more and more attorneys in each firm are expected to become rainmakers. There are two primary reasons for this shift.
First, to insure profitability, a majority of the attorneys within a firm need to develop the skills to bring new business to the firm. The legal market has changed, and firms can no longer count solely on the retention of current clients to sustain growth. It is also no longer feasible to sustain the economic future of a firm through the rainmaking efforts of one or two senior partners. New clients and new files must consistently be generated for a firm to thrive. Because of this trend, it is important that all associates and partners develop the skills that will ensure permanent growth for the firm.
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