Building meaningful relationships.

• Jurisdiction: United States
• Author: Roach, Betsi
• Date: 01 March 2014

Given that the "new normal" environment in the legal industry includes significant pressures on law firms, revenue generation and business development must be key components in firm strategy. As legal marketers, you know all too well the importance of relationships in our industry. They are vital for success. You have responded to this changed environment by looking beyond traditional communication and branding tools to find new ways to help bring new business to the firm. Research commissioned by LMA and conducted by BTI Consulting Group (BTI) validated the importance of building strong relationships in law firms.

Meaningful relationships are the ones that shape and influence who we are. When I was in elementary school, I was fortunate to have my first meaningful relationship with my first grade teacher, Mrs. Rieff. She was gracious and incredibly gentle and sensitive when discipline was needed. She taught me that discipline can be done with firm, yet caring...