The ILN is extremely fortunate to have not only a lot of talented lawyers, but a number of other talented professionals as well. Included in that group are the hardworking marketing professionals at our member firms across the world. This year, I wanted to highlight some of their expertise in a series of guest posts here on Zen. Our first one comes from Director of Marketing with the ILN’s Illinois member, Arnstein & Lehr, Robin Iori. In today’s post, Robin is addressing the topic of business development training for associates, and this is a timely one for many law firms in the market. One of the hottest trends that came out of the submissions from this year’s crop of Your Honor Awards was an increased focus on young lawyers, and that bears out with what I’ve seen and heard in my daily engagement with firms as well. So as Robin says, when it comes to business development training for your associates, it’s never too soon to start.
Introducing the concept of business development to eager, young associates in a law firm can produce a variety of responses. One response is the “deer-in-the-headlights” eyes that ask with trepidation, “I have to do this already?” Then, there’s the furrowed brow look that may be saying, “Did I miss an email about this?” Or, there’s the response that involves nodding the head in agreement during the meeting and sheer panic once the meeting ends.
It’s not as if the topic of business development is new to the legal community today. Law schools still are not giving the subject as much attention as they could, but at least young lawyers know that ultimately they will come face to face with the concept if they join a law firm. Continue Reading