The Two Most Critical Processes in Law Firms: Legal Work Itself and Developing New Legal Work?

Many lawyers like to think that the practice of law is truly an art form, which is it – to a degree. Not all legal services are bespoke. In fact, representing clients in transactions, deals and disputes is a somewhat predictable process in which many matters and cases follow some common and predictable steps from start to finish.

Leading, sophisticated law firms recognize this fact and faced with unrelenting client pressure on billable hours and total fees, some have made significant commitments to and investments in Six Sigma. They have also hired in-house, experienced knowledge-, process- and project-management professionals to help streamline work and reduce time and costs associated with the delivery of legal services. For those firms who have not initiated project management, some tips can be found here.

But, many lawyers and firms fail to recognize that developing new legal work is also a process, in which the vast majority of new business opportunities follow some common and predictable steps from start to finish. For firms that have not yet identified the most common and most important steps in their new-business process, doing so can dramatically increase their return on investment (ROI) from marketing and business development expenses and time.

Below are some of the most common steps or touchpoints that many new business development opportunities follow, in the order in which they most commonly occur. Consider taking the time to review them and decide which are most critical to you or your firm in keeping a pipeline of qualified new work coming into the firm. Then, consider whether any changes or upgrades can improve results and ROI.

• Identify need or opportunity
• Run, review and clear conflicts - If conflicted, send thank you letter
• Due diligence: gather and analyze research, facts and information
• Strategize possible solutions, options or approaches -  Scope, plan and price
• Make a proposal and/or respond to RFP or RFI - Overcome hurdles
• Follow up - Close, bring in new work
• Welcome new client - End of matter, mid-way, quarterly, annual or periodic client reviews
• Enhance the relationship, cross-service communications - Keep in touch using plans and scheduling systems

More ways to streamline the processes associated with the most common marketing and business development activities used by lawyers and law firms can be found in this best-selling book “Master-Level Business & Client Development Activity Checklists.”

More ways to streamline the processes associated with the most common marketing and business development activities used by lawyers and law firms can be found in this best-selling book “Master-Level Business & Client Development Activity Checklists.”