Don’t Let Associates Feel Like Forgotten Stepchildren
Associates are an often un-tapped resource in law firm marketing. I frequently hear complaints along the following: “I have lots of contacts to pursue but the billing partners get all the financial credit.” And here is another: “During my annual performance review, not a single comment was made about the 100 hours I put in going to meetings, making contacts, following up, writing an article.” If unheeded, complaints like these will fester and can ultimately hamstring long-term growth.
Often associates’ potential and novel ideas go untapped. They are the future senior partners, general counsel, and potential corporate gatekeepers, and should not be taken for granted.
Keep associates involved. Take senior associates and new partners to sales calls, pitches and workshops. Put them on panel sessions at association meetings; accept their offers to co-author an article (they will write it anyway). When a client calls, bring one of the other team members in to participate and let the client know how much you trust them.
