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Business development and marketing is fast becoming one the key components of any legal job. The ability to develop existing clients and referrer relationships along with the ability to win new clients is a major draw to many firms. Successful lawyers have an understanding of the marketplace in which they operate, an understanding of their clients’ legal needs and an in-depth knowledge of their competitors. They will develop empathy, rapport and trust with clients.
There are many ways in which to develop business, from general publicity and advertising, newsletters, seminars and networking events to social marketing such as Twitter and LinkedIn. The ability to cross-sell is an effective sales tool for law firms. Good relationship and account management will pay dividends. Do your commercial clients need private client services? Often the opportunities internally can be limitless.
So if the opportunity presents itself, grab it with both hands. The ability to demonstrate a flair for business development and marketing will impress any potential employer.