Join us for this week’s rainmaking recommendation from trainer and coach, Jaimie Field.
“Calling the legal industry “relationship based” is cliché, but that’s because it’s true.”
So begins a recent article by Nathan Cemenska, JD, MBA entitled, Comment: Is the legal industry about personal relationships or B2B relationships? We’re about to find out. In it, the author discusses that the legal industry has been trying to evolve from an “A2A” (Attorney to Attorney) model to a more “B2B” direction. It is an approach that focuses on the law firm rather than the individual Rainmakers. He also asks, “Who will win this war?”
With all due respect for the arguments he makes in favor of a B2B approach, I will always believe that relationships will always “win this war.”
Bob Berg, famous for his quote: “All things being equal, people do business with, and refer business to, those people they know, like, and trust.”
Relationships matter. Period. Full Stop.
Does that mean that if you have a great relationship with a prospective client you will always win the work? Not necessarily. If you and another lawyer, who also has a relationship with the prospective client, are up for the same work and your firm charges more, then you may not get the job. But the opposite is also true; if you have no relationship, or they do not know you, you will not get the work either.
The relationships you build matter. Until algorithms and artificial intelligence are used to determine the best law firm for the job without the intercession of human beings, the relationship and personality of the attorney will be the determining factor.
And while creating relationships may seem to be a laborious project, it is something that you should actively be working on daily.
While we are still primarily house-bound, you should be scheduling meetings to get to know your contacts on a virtual basis. You would be surprised at: