Rainmaking skills for the Associate

Rainmakers are still treated as mystical beings at many law firms. While some believe that rainmakers are born that way, the truth is: Rainmaking is a learned skill that virtually every lawyer can master. And given that business development success is the main difference between becoming an equity or non equity partner, becoming a rainmaker is always a hot topic among associates.

Here are some proven skills that your Associates can employ to sharpen their skills and get on the right business development track.

Don't buy into the rainmaking personality myth. Many associates believe they need to be an extrovert to be successful at marketing. In reality, many highly technical and analytical lawyers are excellent marketers. Associates need to find a marketing activity that fits their skills.
Encourage great work and provide clients with world-class service. Existing clients are your greatest source of potential business. Promote strong work ethics, ask for feedback, be responsive and stay attuned to the client needs; make that call. Clients are your best referral sources of new clients; demonstrate the added value.
Don't be afraid to ask for business. Attorneys provide something that people really need; if you're not first then you're last.
Don't waste effort on the wrong people. Understanding your niche will help in identifying where and with whom you should spend your time.
Rainmaking takes time. Developing effective rainmaking skills takes time, effort and patience. Attending a single networking event may not get you any new business; be persistent. Building trust and cultivating relationships is a rewarding journey; enjoy it.
Decide on an area of expertise. Writing articles, attending conferences, giving speeches and community development activities are great ways for associates to gain visibility.
Mentors. Let associates shadow successful rainmakers; invite them to social gatherings with major clients and prospects. Get them involved in charitable events.
Learn to handle objections.
Always Use Instant Follow-Up.