Associates Contribute to Client Development

There's a good article on page 26 of the July ABA Journal about how associates can contribute to client development.  "They are the secret weapon--they unlock the market for you," said Rick Davis, the chief marketing officer for 150-lawyer Hughes & Luce.

• First, associates tend to have a flexible, energetic attitude about learning legal marketing skills, Davis said.
• Second, associates usually have more contacts among lower-level corporate employees, who are crucial to the way the law firm approaches its marketing efforts, he said.

The firm uses the contacts -- called "coaches" -- to learn about the company's businesses. Then they create a "pursuit path" with a partner to approach the company for business development.  This reflects exactly the advice that Michael Cummings and I have been giving in our regular Webinars about law firm marketing.

Visit the Associate Marketing Mentor for the rest of the story.