Law firm performance is lumpy.
A small number of practice groups thrive in up, down, and even hostile markets—while others dwindle in the best of conditions. You can see this within a law firm or across a spectrum of different law firms. Thriving practices use strategies and tactics the others don’t. The good news is, you can learn how to start using these tactics immediately to improve your performance—even if you’re already thriving.
These 9 strategies and tactics include:
Not to teach—but to bond and teach. Good training bonds the participants almost like boot camp. Bring your team together to learn and sweat over a never-before-seen problem and come to agreement over solutions. But the team-building could be more valuable than the learning. To practice, train everyone at least once a year in both hard and soft skills.
Continuous Informal Knowledge Sharing
No matter how big the group, the attorneys in the top practice groups are all talking to each other—and do it all the time. They talk about clients, legal issues, unusual circumstances, thorny problems, new ideas—and in this day and age—politics as well. Some of this time becomes billable—some not. But, the knowledge sharing results in better outcomes for clients—and this morphs into new business, cross-selling, client referrals, and a cohesive group who shares leads as part of this knowledge.
Ongoing Informal Dialogue
Unlike knowledge sharing, informal dialogue includes social talk, sharing about hobbies, families, and a whole other world outside law. While not the dominant topic over a year, a relevant topic providing the on-ramp for all the other conversations to take place. These practices also provide opportunities to foster this dialogue. We discuss this more in depth in this post: The 8 Habits of Highly Profitable Law Firms.
Shared Goals/Clear Strategy, Sense of Purpose
Top performers define clear approaches to the market and clients. Thriving practices have strategies for their largest clients, smaller clients, and set goals for growth. This contrasts with underperforming practices who rely on attorneys to develop their own individual strategies. This individual approach dilutes resources, prevents teamwork, and increases business development costs as each partner requires a unique support system to go to market.
So many practices rely on referrals from other practices (although they may never share this plan with these other practices), marketing to state bar associations, lawyers’ groups, and referral sources. While these can generate business—there is nothing more effective in building a practice than marketing to clients and decision makers directly.
Uniform Client Experience Through Client Service Standards
Every single client of the top-performing practices expects a uniformly high level of client service—and gets it. The top practices have client service standards which govern how each attorney interacts with clients. They can be as basic as informing clients of all filings to partners telling clients about change in scope within 48 hours of the change.
High-performing practices embrace client feedback. They want to know how they are doing—exactly, how they can improve, and how client expectations are changing. These practices don’t care how good they already are; they care deeply about how good they can be.
Superior Client Service
Attorneys in the thriving practices deliver with anticipation and certainty. They know their clients and what they want to accomplish in each matter. Their clients have fewer surprises than others because their attorneys keep them up to date in near real time—and faster when needed. These high-performing practices work to always improve their client service—not just for their personal rewards—because clients expect their attorneys to always get better. This is one reason high-performing practices obtain client feedback.
Meetings and Retreats
Get togethers are the vehicles to create opportunities to meet, talk, and get to know one another. The more facilitated social time, the better. The more provocative speakers you offer, the more conversation you create. More conversation creates informal dialogue.
Any one of these tactics can improve your performance. As you adopt more tactics, you see benefits multiply. These tactics require time—no technology or size requirement stops any practice from embracing each individual step.
Hear More from Top Practice Leaders Live In-Person
I am honored to be discussing these topics and more with Philip Sellinger, Co-Chair, Global Litigation Practice, Greenberg Traurig; Thomas Schulte, Head of the Americas Banking & Finance Practice, Clifford Chance; and Kristian (Krist) Werling, Co-Chair, Life Sciences Practice, McDermott, Will & Emery in a panel discussion at the Law Firm Practice Management 2.0 on Thursday October 4, 2018. This one-day conference developed by my Co-Chair, Patrick McKenna, promises to be a high-impact and interesting event.
All BTI clients and friends are welcome to register at a 20% discount using this code: PMSPK20 as you register.
Event Details/Landing Pages:
Hope to see you there.