Client relations--seriously.

• Author: Ross, Graham

I was brought on in 2008 to engage the lawyers in marketing and business development. Everything changed in September 2008. That was a good thing. We're trying to change the way partners think. We're trying to teach them that every opportunity is golden, that every opportunity is something to think about strategically as far as its long-term potential for the firm. Traditionally, work came in the door based on the reputations of the lawyers and the firm. That's changed. Law firms have to get serious about managing client relations. How do we bring everything we have to bear on the relationship? How do we deepen our relationships?

It's pretty much the same thing that we faced at PwC They realized it in 2000-2001 and formally trained all partners in relationship management They made them understand how to talk to a client, and I put together a team to support that training. Understanding client needs drives the discussions. We have to understand what clients...