“As someone who had his own law firm, I learned very early on that without clients, you had no business,” says Cole Silver, Chief Client Officer at Blank Rome. The statement is as bold as it is obvious. Still, it bears repeating. We all know that operating a law firm involves more than just practicing law. There is also the business behind the law. That is, all of the labor involved in marketing and managing client relationships.
The business of the law requires a certain set of skills, as legal markets are generally soft, filled with more sellers than buyers. There are myriad ways to cultivate connections with prospective clients. Some legal teams rely on networking — meeting the right people, and fostering the right reputation. Others place their trust in marketing campaigns, scooping up space on highway billboards, television programs and radio voiceovers.
But what if there was another way?
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