One of the toughest challenges new lawyers face when starting their careers is building a client base and a book of business. While not the first thing on a new lawyer’s mind, you can almost be certain that this is the first benchmark the new lawyer’s firm will set. It is never too early to lay the groundwork for what will one day become your book of business. Law firms invest in new lawyers that have the promise and the tenacity to build a profitable book of business. A marketing mindset is also an excellent competitive advantage for young lawyers with a willingness to market themselves from the very beginning and to think outside the box in marketing and networking. The time demands of young associates are extremely limiting, and young lawyers need to be selective and strategic in the marketing and networking opportunities that they choose to pursue. This article provides some helpful tips and lessons learned in the process of beginning to build your book of business from the first day of practice.
You Are a Salesperson
After the grueling years spent in law school and an entire summer spent studying for the bar exam, the last word young lawyers would use to describe themselves is “salesperson.” However, this is probably the most accurate description of young lawyers. While lawyers need not be the next Willy Loman, in the most basic sense, a successful lawyer must be a good salesperson. Your job is to convince prospective clients that you have the knowledge and the skill to provide them with services they truly need.
