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Legal Recruiting The Art of Building a Book of Business By Raj M. Nichani This past March, we (the RMN Agency) hosted an event called “The Art of Building a Book of Business.” Since then, we’ve had a lot of pleasant follow up discussions with attorneys, legal employers, and law students. I summarized a lot of the great points from the discussion from that evening and subsequent discussions into two posts. Here are the first four tips to building a great book of business: Get out there and form relationships. It’s great if you have “some book” or starting point already—but many new lawyers don’t. The takeaway is that you have to start somewhere, which means you need to step out of your comfort zone to get out and meet people. There is no single way of doing this, but it is important to have a level of self awareness For new layers, you cannot rely only on the people you are meeting through work. Make an effort to meet people outside of work (events where attorneys are likely to be present AND events where you stand out because you are an attorney). This can be fun: food fairs, charity events, etc. Everyone you meet is a potential client. Realize that every single person you ever meet is someone who is in or will be in a position to be your client. Everyone, from Raj M. Nichani, Esq. is the president of The RMN Agency, a full-service legal search and staffing company specializing in the permanent and temporary placements of legal attorneys and professional staff with law firms and corporate legal departments. Raj and his team are dedicated to placing the highest quality candidates based on their own unique needs. The legal recruiting company was recently ranked the best legal staffing firm of 2016 by The Daily Report. You can reach Raj at (678) 426-3180, or by email at raj@thermnagency.com or by visiting the website at thermnagency.com for updated job postings and further information on the recruiting process. 28 | www.atlantaattorneymagazine.com the janitor you walk pass in the hall, the insurance salesman you spoke with over the phone. Really? Yes! What if the janitor’s son was a law school graduate and is sitting on the bench of a district court? The insurance salesman might be the son of the CEO and best friend of an up and coming startup. Never underestimate the people you meet. Invest time in mastering your craft/industry. The more interested you are in your work, the better you are likely to do at this work. Certainly, you want to learn everything you can about your clients and potential clients to serve them better. For law students, this means taking the time now to learn as much as you can about the different areas of law and industry. For new attorneys, it means seeking out mentors and experts to grow as a professional. Develop a mindset where you will do your best to listen and understand what other peoples’ problems are, and then practice the ability to communicate how you can help solve their problems. You can also practice listening to others speak at length to help. Learn to tactfully talk about your work and achievements. I have written about talking about your achievements before—and if you want to develop a great book of business. There is a lot of personal branding that I recommend you to do—but at the end of the day, someone thinking about hiring you needs to see you as an expert and believe you are very good at what you do! What I am trying to get at here is that you need to dive deeper than just writing articles and speaking at events. To master the art of building a book of business, lawyers must: Set great examples. Not set a good example—but set GREAT examples! You cannot just listen and talk— you must walk the walk so that your body of work and achievements inspire others to want to be represented by you. It is important that others believe that you are an attorney who could effectively represent them and would always look out for their best interest. Attorneys get a bad rap for being “professional liars” and the general population certainly enjoys joking about attorneys in that manner—but when it comes down to hiring an attorney when they need one (whether an individual or an entity), no one wants to hire an attorney who seems the least bit dishonest. This also means examining your interactions with clients, colleagues, and other attorneys. Remember that you don’t want any perception that you are too wild or out of control. Clients (and referring attorneys) want to know you will do the best work possible and make clear decisions, and know that you will handle yourself and their matters properly. Act and behave at all times as you would want your attorney to act and behave. Specialize—or develop specialty. An attorney with a certain specialty is likely to get more work in that specialty when it becomes available. People will simply refer clients to you. This begins early when law students are asked whether they are thinking about being transactional attorneys or litigators. As a lawyer’s career develops, an attorney will start to specialize in representing certain types of clients and handling certain types of matters. Eventually, developing a specialty in representing supply-side lenders that work in big agriculture means that you occupy a niche and will generate some business simply through that occupation. In law—as with most service businesses—the specialist has the better chance of getting the business. Invest time in making yourself and your practice seem as specialized as possible. Study marketing. Learn about marketing in a way that suits you—whether that means reading articles or books or attending seminars. Every form of marketing can translate into getting legal clients. The effort you put into studying marketing is likely to pay far more than you put in. Don’t quit. The practice of law can be stressful. Develop a strategy to stay resilient and to be on the lookout for clients. Even if you face a setback, get back up. Relationships take years to develop and require experimentation. If one strategy does not work, try another.
Movers & Shakers AWARDS ➤ ANNOUNCEMENTS ➤ PRESS RELEASES PROMOTIONS EVENTS ➤ ACTIVITIES ➤ HONORS ➤ RECOGNITIONS ➤ Ceasar Mitchell Statement: “Atlanta City Council President Ceasar Mitchell applauds the entrepreneurial spirit. Brian Poe, a phenomenal man, humble and positive visionary, has his priorities in order: God, family, work and friends. A man who took the advice of Ceasar Mitchell his parents, “Always say Thank You”, and built a legal and business conglomerate. Forward thinking businesses that have the ability to seize opportunities and dare to be innovative in a competitive world, are to be appreciated and admired. We salute Brian Poe, managing partner, Brian Poe and Associates, and his first class team for being industry leaders and demonstrating exemplary client-focused service. Brian, congratulations on being chosen as the cover story for the May 2017 edition of, Attorney at Law Magazine. We can’t think of anyone more deserving than you.” Key Members of Bankruptcy Team at Attorney At Law Magazine event Ryan Hood ➤ Ryan Hood has joined Wellstar Health System as assistance general counsel from Arnall Golden Gregory, where he was a partner in the health care, government investigations and special matters practice, defending doctors, hospitals and nursing homes. Hood is aformer detective with Cobb County Police Department. ➤ Baker Hostetler has hired patent practitioner Sean Holder as an associate from Ballard Spahr. He will focus on electrical, computer, mechanical and software inventions. Carla Hollins, RN BSN, Director of Business Development for AICA Ortho & Spine. Sydney Poe with Grandfather Dr. Booker Poe Sean Holder ➤ The Georgia Association of Tax Officials has named Weissman partners Brad Hutchins and Allie Jett as its first general counsel. The group said it created the role to provide legal guidance on the impact of legislation Brad Hutchins Allie Jett and court decisions, property tax matters and other legal issues important to the group’s memebership, Hutchins and Jett will also advise GATO’s leadership team. Brian Poe and Curtis Martin John Ducat III Daniel Simon ➤ DLA Piper has promoted John Ducat III and Daniel Simon to partner, out of 46 partner promotions firmwide. Ducat is in the firm’s real estate practice and Simon is in the restructuring practice. Left to right: Brian Poe, Esq., ANS Chairman, Joysha Fordham, ANS Manager, Tiffany Moore, ANS General Manager and Donald Craddock (event MC) ➤ Georgia Trial Lawyers Association installed its executive committee and Mike Prieto of Prieto, Margliano, Holbert & Prieto Mike Prieto Laurie W. Speed Daniel B. Snipes as its new president, President-Elect & Legislative Co-Chair Laurie W. Speed, Shamp, Speed, Jordan, Woodward, Executive Vice President & Legislative Co-Chair and Daniel B. Snipes, Taulbee, Rushing, Snipes, Marsh & Hodgin, LLC. VOL. 6 ISSUE 3 ATLANTA ATTORNEY MAGAZINE | 29
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