Over the course of our Associated Perspectives column, we have discussed a wide range of topics impacting the life of an associate. We have delved into such topics as how associates can distinguish themselves to a client and ways to develop meaningful relationships with clients that can lead to business development. As we wrap up the Associated column, we thought it worthwhile to review the many ways associates can develop and provide value.
A central theme throughout many of our columns was the importance of building relationships with clients. Associates can begin this sometimes daunting task by distinguishing themselves to clients. This can be done by focusing on how to add value to the client, rather than remaining an often expensive and necessary evil.
Associates should anticipate ways a client can avoid issues in the future, for example by asking, "Is there due diligence the client could perform that might turn up potential conflicts?" By educating in-house counsel on how to handle recurring issues, associates add value as well as build trust. These assets go a long way in strengthening the client relationship, which can lead to additional business down the road.
Associates with their ears to the ground regarding client needs can play a substantial part in keeping a client's business for the firm as well as developing a flow of business for himself or herself. Providing error-free work product in a timely manner, as well as anticipating the needs of in-house counsel, are effective ways of achieving these goals. Associates can put themselves in a position to have more client interaction by cross-selling their talents across the firm.
Marketing one's own areas of expertise to other practice groups within the firm can lead to more client interaction and the opportunity to add value to another lawyer's matters.
Demonstrating a desire to learn about a client's business, as well as offering educational services, is another way to add value to the client's enterprise while also fostering a meaningful relationship.
An associate might also want to focus on clients from certain sectors. The e-commerce and technology sectors often encompass growing companies which have younger founders who are peers to associates, as opposed to leaders and decisionmakers who are 10 or 20 years their senior. As such, these companies are great places for associates to connect with inhouse counsel and begin developing meaningful relationships that could lead to business or career opportunities.
Associates can also team up with clients for community service in order to start building relationships with in-house counsel. Giving back to the community as a part of a team effort works to inject a personal level of satisfaction into the professional relationship. For example, associates can build relationships with in-house counsel while teaching trial advocacy skills at a local school or community program such as the Legal Prep Charter Academy.
In addition to volunteering with clients, associates can partner with clients on pro bono endeavors. The pro bono arena is often a place where associates and clients can bond and strengthen relationships while pursuing something worthwhile.
Pro bono partnerships with clients offer associates valuable marketing and networking opportunities that can lead to billable work from the client. Associates can leverage pro bono work as a way to build a sense of teamwork with the client. The inhouse attorney of the client is also benefited by pro bono work as it provides him or her with an opportunity to work on different legal matters. Associates can also add value by helping interested in-house legal departments develop their own internal pro bono programs.
Pro bono allows associates to direct a case, making strategic decisions on how to pursue the client's goals. These cases give associates the opportunity to develop skill sets earlier by providing them with experiences normally not presented on billable work until later in their careers. Organizations such as the Chicago Volunteer Legal Services (CVLS), which provides free legal services to Chicagoans who would otherwise be unable to afford them, spotlights the role associates can play in helping an underserved community while gaining valuable litigation experience.
Pro bono cases benefit associates in their billable work as well, making them more marketable as a result of their broadened and developed skills. This increased marketability will also allow associates to add value, including during a firm's pitch. An associate can use the experience and knowledge gained from working on a pro bono case to show the client the added value the associate can bring to the client's matter.
Relationships require work and cultivation, things that cannot be developed overnight. However, taking the time to develop client relationships is necessary for having a meaningful career.
Associates can forge relationships with clients in a variety of ways and platforms. However, finding areas where you can add value to a client relationship is the real key to building a successful client relationship.
Originally appeared in the Chicago Daily Law Bulletin on January 29, 2013.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
