Every Law Firm Employee Should be Marketing

The layoffs and de-equitization won't stop.

It's ugly out there. White & Case recently announced it was laying off 200 associates and 200 staff; Morgan Lewis (55 attorneys and 161 staff); and K&L Gates (36 associates and 79 staff).  White & Case has signaled that partners will soon be showed the door. According to the WSJ Blog,

in a memo circulated today, the firm says it expects to undertake: An evaluation of our partnership, which will result in a reduction in the number of our partners, commensurate with current and anticipated business needs.

In this economy, every employee must become a salesperson. You can't afford to have anyone on staff who isn't doing some marketing effort. Secretaries, associates, paralegals and other support staff should be incented to form and cement relationships with clients, encouraging current clients to refer more, or unearthing new opportunities.  Even receptionists can have a sales attitude. When trained and incented, these people can become solid lead generators.

But how do you turn someone who doesn't have a sales personality into one who seeks out and seizes sales possibilities?

Start by developing a meaningful reward system and give them the knowledge and skills to take the plunge.

Training and rewards is the key.