What In-House Counsel Really Want—And How to Use Your Brand to Give it to Them
As a business development consultant for more than 20 years, I’ve had the benefit of speaking with a number of in-house counsel on what they’re looking for when it comes to retaining outside counsel. Most commonly, my in-house colleagues mention the same two criteria:
- Outside counsel needs to have an understanding of their business
- Outside counsel needs to realize that in-house counsel takes a risk any time they engage with a new firm
To effectively close new business opportunities, law firms must demonstrate not only a thorough understanding of the business, but must also work to alleviate concerns that in-house counsel may have. One of the best ways to show that your firm is capable and ready to provide the best solution for solving the problem at hand is to provide specific case studies that outline your firm’s unique successes. Sharing previous successes with the prospective client will help reassure them that you are capable of providing winning strategies.
While you’re delivering powerful case studies, don’t forget the power of messaging and branding. Take the opportunity to actively listen to what your potential client is saying, and then come back to them with an answer that considers your brand, the client’s brand, and their specific needs.
Remember, too, the benefit of developing a set of core messaging and bringing it into every new business touchpoint. By linking your message to your firm’s tag line–whether you’re on a new business meeting, participating in a preliminary phone call, meeting a potential client for dinner or even delivering a speech—you are taking the steps to make your brand an unforgettable one.
Take the opportunity to tie all your firm’s benefits and differentiators back to this core messaging, and the next time in-house counsel is looking for outside counsel they can count on, your firm will be at the top of the list.
