Business Development Myths, Part III
“Associates shouldn’t be involved in the business development.”
How can associates become involved in presentations? This approach will require a little finesse, but it is absolutely recommended. On one hand, new associates should not be involved in presentations or dinner meetings if they have nothing to contribute. However, if a law firm feels it is important for a client to know who is working on the account, and at the same time, expose new associates to the rigors of the selling process, then, full steam ahead. But heed caution: You don’t want a bump on a log or a Chatty Kathy or Kirk. While I would express some hesitancy in foisting a newbie into the fray with a newly acquired client, more established clients with whom your firm has a solid relationship should be open to meeting and hearing from future rainmakers at the firm. A brief call or email to the client to let them know that a new face will be present at the next meeting should suffice; however, be sensitive to the response: If there is any hesitancy on the part of the client, assuage those concerns.
“Business development is part of the job and everyone should participate, whether they like it or not.”
It is very important for firms to recognize that some people do not like to sell or believe it is unprofessional, but those same folks may be come of the best researchers, the best at putting together briefs or background materials, or developing the best approach to acquiring the client, and those skills have real value.
