International strategy for the rest of us: a new plan to get the most out of your law firm networks.

• Author: Hoover, Doug

At most conferences dealing with international law firm strategy, you will hear the same old stories from the usual suspects. The big globals those few firms that can actually provide service anywhere on the planet) and the aspiring multinationals the growing list of firms with an outpost in Shanghai or Mexico City) telling tales about how they have overcome the daunting challenges of integrating marketing across borders and oceans. But the majority of us work a somewhat smaller patch, serving hometown clients and marketing on a regional basis.

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Still, some of the clients you grew up with have begun to reach overseas to find new customers, partners or supply chains. To keep those clients close, you will want to be able to help them with whatever they need, wherever they go. (This is a very different value proposition than saying you can provide them with legal services anywhere they go.) To keep those clients close, you need a far-reaching network.

International law firm networks are nothing new, and the list of new networks is fast growing. After all, the barriers to organizing a referral network are very low. What is new is the way experienced firms have learned to work their network relationships to maximize the value of their membership.

* Align your network strategies with your clients' strategy

Ask your key clients about their international strategy. Let them know you are (or are considering becoming) members in a network of professionals in specific countries, with specific practice strengths. Bring their input into the firm's decision to join. This engages clients in a discussion of their needs and helps your partners better understand the potential of the network.

* Consider the newer networks with fewer, smaller U.S. firms

Choosing a network for inbound work is the flip side of choosing one to deepen relationships with existing clients. Although there are no hard-and-fast rules, networks generally offer their members "geographic exclusivity," meaning that another firm cannot be admitted from your turf. However, if the Finland firm is selecting a U.S. firm to handle work for its key client, it might be inclined to hire that St. Louis-based firm with offices in 12 other cities.

* If one is good, are two (or three) better?

While networks offer exclusivity, there is no prohibition to a firm joining more than one network. Some firms will join a big, multiservice network (Lex Mundi, Meritas, TerraLex, etc.) and...