All firms emphasize the importance of “business development.” It’s clear that part of my job is to bring in new clients for the firm. What is unclear, however, is just how a junior associate is supposed to go about doing this. Quite frankly, I don’t know anyone who’s in a position to give me any business yet. And if you’re like me, the idea of “selling” and “pitching” to relative strangers with a cold call is terrifying.
In an effort to make headway in this brave new world, I find these two approaches really work. They even make business development kind of fun.
Take a long-term view. Considering I was called to the Ontario bar less than a year ago, I probably won’t be getting work from the general counsel of a large Canadian multinational company. But I can get work from the general counsel in five to 10 years by doing little things now to foster future important relationships.
I make the effort to keep in touch with everyone — by sending a holiday card, forwarding articles of interests to people I know and by setting contacts up on “friendship dates” with each other when I know there may be a mutually beneficial connection. These small things help me slowly expand network.
Treat potential clients like friends. I received this piece of advice from Godyne Sibay, a rainmaking partner at my firm who was selected as one of Canada’s Most Powerful Women in 2011 by the Women’s Executive Network. She told me that in many cases, her clients have become her friends. This simple concept resonated with me because it took the pressure off of business development. Rather than cold-calling and pitching, I simply try to make friends with people today who could become important clients and partners in the future.
Business development isn’t some magic trick you’ll be able to perform one day when you’re a senior lawyer: it’s something you develop over time. Here are three ways to start working on it right now:
- Befriend your counterparts. While I may not be able to pitch the general counsel, I am able to become friends with my junior equivalent on the client-side. This is the beginning of a beautiful business relationship as we both move up the ranks.
- Stay connected with your friends from undergrad and law school. Future business leaders come from all programs and all schools, so it’s important to maintain the friendships you already have. Given competing time pressures, I had to develop techniques to stay in touch with as many people as possible. For example, once a week I reach out to someone I haven’t seen in a while and ask them to join me for an afternoon coffee, which I would be taking anyway. I also use the gym time as my social time. I often invite undergrad and law school friends to drop in yoga classes, or invite them on a walk or run. It keeps me motivated and connected.
- Attend events targeted at young lawyers. Young Women in Law and The Advocates’ Society host events that will help you connect with people your own age. I always invite a friend I haven’t seen in a while so we can catch up. Plus, it helps to have a buddy when navigating the waters of networking cocktails.
While these activities haven’t yet translated into new business, I’ve already reaped an unexpected benefit: guidance. Recently, I had to review financial statements on my own and, to keep costs down, I couldn’t retain an accountant to assist me. However, through developing my network, I knew a few chartered accountants I could talk to. They provided me with (free!) advice in how to review materials that were outside my area of expertise. And, one day, I’ll be happy to return the favour.
Atrisha Lewis is a first-year associate in McCarthy Tétrault’s litigation group. Follow her on Twitter: @atrishalewis
Top photo from the Toronto Archives