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Seven Success Tips for New Partners

Congratulations! After years of hard work, you’ve finally made it to partner. Now that you have achieved your new status, your focus is likely on setting yourself up for continued success. Here are seven tips that will help you make a splash as a new partner.

By Practical Law  
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Congratulations! After years of hard work, you’ve finally made it to partner. Now that you have achieved your new status, your focus is likely on setting yourself up for continued success. Here are seven tips that will help you make a splash as a new partner.

  1. Ride the Roller-Coaster

It is often said that being in legal practice today is like being in a state of perpetual whitewater. The power balance has shifted in favor of corporate clients, with in-house attorneys now more prepared to keep work in-house. Further, they are putting pressure on fees and have begun to disaggregate the services they do outsource. Accordingly, there is continuing pressure on firms to increase the efficiency, predictability and cost-effectiveness of their work.

The partners who come out on top are those who work within budgets, proactively anticipate client demands, and develop project management capabilities. Cultivating a style that adapts to and leverages the rollercoaster of industry and client requirements is key for setting the tone as a new partner.

  1. Understand Your Client

Clients expect their attorneys to know them and know their business. They want counsel that is not only reactive to issues, but proactive in identifying their needs and proposing solutions to problems that haven’t yet arisen.

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As a partner, you now have greater authority to initiate discussions and explore client’s needs, objectives and satisfaction. Consider working with your colleagues to survey clients in your practice area, explaining that you want to understand their evolving needs and get their honest feedback in order to serve them better. Research their industry and embrace their business goals—not just legal issues—as your own.

  1. Embrace the Role of Firm Leader

As a new partner, there will be a greater need than ever to build meaningful and constructive relationships and be a strong ambassador for the firm. Law firm leaders must juggle a delicate balance of judgment, timing, and vision. You now speak for the firm, along with the other partners. Consider the firm’s goals and how they are articulated, and continuously ask yourself how you can help the firm better accomplish its objectives. How could your marketing be improved? How can practice management be improved? How can associates collaborate better? How can you improve training to get associates up to speed more quickly? Always remain open to feedback, good or bad, from clients and juniors alike.

  1. Refine the Art of Delegation

An important quality of a leader is knowing when and how to delegate. Now that you’re a partner, clients expect you to play a different role in the management of their matters. If your billing rate is higher now that you’re a partner, some clients will be concerned about paying you more for the same work you did a short time ago for less. Be clear about the added value you’re delivering now that you’re a partner, and make sure you are focused on partner-level work.

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They will now view you as someone who should oversee their cases and delegate to more junior lawyers, while reasonably estimating the time and expense a matter will cost them. Honing these skills will be integral both to minimizing non-billable hours and to growing your clients’ loyalty.

  1. Identify Your Niche

Determine what you are going to be known for. What is your personal brand in terms of the work you do and how you do it? The more differentiated you are, the more memorable you are. Select a niche based on your knowledge base, factoring in industry trends and competitive factors.

The goal is to identify a growth opportunity, then cultivate a precise brand that speaks to the needs of your target clients and demonstrates you’re the go-to-expert. Billing rates are less vulnerable to pressure when you’re a recognized authority on a specific area, and word of mouth will flow more freely.

  1. Market Yourself

You have an identifiable niche; now it’s time to ensure you are recognized as an authority in the market. When the firm circulates their announcement regarding your new role, get them to provide press releases to your town, college, law school and bar association publications, plus local and national business publications where appropriate. When sending materials to clients, tailor the notices to include information about how your new status can help you better serve their needs. Handwrite notes to your personal contacts and follow up with them individually.

Since existing clients are key sources of referrals, they will be integral in stimulating new demand for your firm’s services. Take advantage of social media and ensure your LinkedIn profile is updated to reflect your expertise. Share articles you’ve written, and consider “news-jacking”, re-posting articles relevant to your niche with your comments to demonstrate your expertise. Consider becoming more active in key industry groups to elevate you further.

  1. Leverage Resources for Business Development

Establish how much time you are expected to invest in marketing, pro bono work, bar activities, and any other standards. Other partners will expect you to be actively involved in business development.

Take advantage of the information, tools and people at your disposal to keep expanding the salience of your expertise. Build and leverage alliances both within your firm and with other key players in the industry by investing time in industry and networking events.

Brainstorm with colleagues about potential sales opportunities and marketing tactics. Identify opportunities to promote multiple practice areas simultaneously, and to cross-sell new expertise to existing clients. Provide and request introductions to clients that might benefit from further support.

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