Time to Level Up: How to Build a Book of Business
You know THAT nightmare you have sometimes? The one where you’re in school, or at your job, and you’re doing a fantastic job, you’re killing it - and then you discover that there was this one HUGE THING that you were supposed to be doing? But you didn’t know about it, or you forgot about it, and you didn’t do it? And now you’re cooked, because you failed to do that ONE THING you didn’t know you were supposed to do? (And then you wake up in a sweat?)
If you’re a law firm associate, I can tell you what that THING is. That thing, in your dream, that you were supposed to be doing. Because there IS a thing you should be doing.
You should be building a book of business.
I know, it’s terrible. You’re chugging along as an associate, billing tons of hours, turning in great work, being a delight around your colleagues and with clients - you are killing it! No one is bugging you about a book of business now, when you’re a junior or a mid-level associate. And although you’ve heard “business development” mentioned, you haven’t paid too much attention to it. After all, you don’t have time for business development, even if you knew how to go about it. Because it’s certainly not like your law school taught a class about it, or even really mentioned this aspect of being a lawyer. (Which, as we all know, is a whole ‘nother kettle of fish: all the things law school doesn’t teach us, but probably should.)
I’m sorry. I really am. But the truth is: this is THE aspect of being a lawyer that separates good and even great lawyers from the top tier, the superstar rainmakers who are creating so much value that they can design their career however they want.
So, here’s the stuff law school doesn’t teach - our tips for how to begin to build your book of business.
Build your Brand
Think about what areas of law or industry interest you, as well as what opportunities are available to you in your geographic area and at your firm. You shouldn’t try to be all things to all people - no one can do everything, and you’d be setting yourself up to fail if you tried. You want to be a go-to person (or, even better, the go-to person) in a specific market or niche.
Once you’ve identified your niche, you’ll know which organizations to join, which publications in which to publish articles, and how to identify yourself on places like LinkedIn (think a heading under your name like, “Squirrel Law Expert” or “Seattle’s Leading Puppeteering Litigator”).
“LinkedIn?” you’re thinking. “Publishing articles?” you’re also thinking.
Yes. Once you know your brand, you need everyone else to know it, too. The way to broadcast your brand is to increase your visibility. Use LinkedIn, and maybe other social media platforms (some lawyers seem to be having fun and finding success on TikTok; be creative!). Write blog entries and articles. Teach a CLE course. Go to conferences (you can probably get your firm to pay your way) - and then talk to everyone you can.
Network
You knew about how you were supposed to be networking. And chances are, you’re probably already networking. But it’s never a bad idea to interrogate whether there’s more that you could be doing.
Networking doesn’t have to be a chore! It’s about being authentic in your interactions with the people you already know - and putting in the work to maintain those relationships, and building new ones. You can network by mentoring others, and maintaining close relationships with your mentors; by volunteering, both for pro bono legal opportunities as well as non-legal causes (walk a shelter dog! Organize canned goods at a soup kitchen!); going to local events (bar association events, alumni events for your law school or college or even high school); joining speciality organizations or bar subcommittees; going to conferences; and just being an engaged, interesting person in the world (meet people at your gym! At the dog park! At the pickleball court! At a baseball game! At the fundraiser for your kid’s school! At a pottery class!). Carry your business cards, and actually hand them out - but also be the one to follow up, by sending emails/texts/LinkedIn messages - whatever is appropriate given who the other person is.
You want people to think of you when they have work in your niche, and they’re going to think of you if you are a genuine person who has kept in touch - not someone they met once at a conference cocktail hour a year ago.
Referrals
The absolute best way to build your book is to get referrals of new clients. There are two main ways that most attorneys get referrals. The first is to continue to do what you’re doing now - super solid work for your existing clients. Your clients will refer other clients to you. Be sure to thank your clients for referrals!
The other best way to get referrals is to make referrals to other attorneys who are outside your practice area or geographic area. They will make referrals back to you when they can.
The Secret Sauce: Experimentation
As you know, there are very few superstar rainmakers, and there’s no one tried-and-true approach to reaching rainmaker status. Be willing to experiment; get creative! (And then tell us what you did - we’d love to know!)
Remember that even though there are very few rainmakers, there are many attorneys with solid books of business, who create value for their firms and for themselves year after year. You, too, can be one of those attorneys - and you don’t have to wait until you’re a partner or even a senior associate to do it. Just be sure you’re getting credit for your originations (and call us if you’re not!). Now go get those clients!