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Internal Marketing as a First Step Toward Client Development

October 03, 2013

Michael Joyce, writing for the Legal Intelligencer, provides an interesting perspective on client development, which can seem daunting to young lawyers. Joyce suggests focusing on internal marketing (within your organization) - by, for example, treating the senior associates and partners you work with as your clients - as a first step toward successful external marketing.

As Joyce writes, “Some of the most vital traits for providing exceptional service, to partners and clients alike, include submitting strong work product, going above and beyond the call, staying connected and responsive, and, finally, working for increased responsibility in the future. Not only will these traits help a young associate flourish internally at the firm, but the same traits can form a strong basis for external marketing opportunities, business development and new client obtainment … If they work inside the firm to provide a strong work product, go above and beyond in their tasks, stay connected and responsive to needs, and always work ahead for increased responsibility, young lawyers can become irreplaceable individuals to both partners and clients alike. Showcasing these traits to new or potential clients can create longstanding and lucrative business connections. Young lawyers may not always become rainmakers in the first few years of practice, but providing exceptional service to those inside the firm can easily translate externally into a respectable book of business.”