Legal Marketing Blog

Most lawyers do NOT like to ask clients for business. According to an article in the ABA Journal of January 1988 (sorry the Internet didn’t exist then, so I can’t provide a link), a survey showed that clients wanted lawyers to ask for the work (actually, it was No. 2 on the list). Nonetheless, lawyers are reluctant for various reasons to actually ask to handle a new matter.

Well, welcome to the new age (or acceptance of an ignored reality). Clients are not offended by lawyers asking for work. For one thing, it portrays humility (Oops, I may be getting into dangerous territory here). Clients really do like to know that their lawyer is a little hungry (not starving mind you). (Okay, now I’m in deep trouble). 

There is still a mystique about lawyers, and some clients REALLY are reluctant to ask their lawyer to handle a matter. Why?:

• Lawyers tell the world how busy they are (a client doesn't want to add to the lawyer’s “burden”),
• Some are aloof and unapproachable (what may actually be shyness may come across as arrogance), and
• Other clients may be intimidated by their lawyer.

So, if you are a lawyer not afraid to ask for work, there are ways you can approach the subject with clients or prospects, such as:

• Can I send you an outline of how I might be able to help you on that problem you just mentioned, or
• I’m sure your current law firm is very good; but sometimes they will have a conflict on a matter, and our firm would be happy to assist you if that occurs, or
• You know, I’d be happy to send you my approach to how I/we would handle that matter for you, or
• If you don't hire me I will have to break a few knuckles (okay, maybe that one's not a good idea).

The point is that there ways that lawyers can ask for work in a professional manner that doesn't involve groveling. It is part of the closing process that comes with business development.

Many clients are intimidated by their lawyers--making for the first hurdle.

Second hurdle would be lawyers' reluctance to submit detailed presentations of how they would handle a potential client's legal problems.

You can't get new clients exclusively over Martinis at your club, or over final bag packing at the 18th hole on the golf course. If more lawyers were to take a leaf from advertising agencies pitching of new clients, they might learn something worthwhile.

These are great suggestions. I agree that you cannot get new clients exclusively over the martinis or at the club. As a solo practitioner in a suburban downtown, most of my new business comes from what is suggested here-pitching for new business from existing clients. The vast majority of my new business comes from referrals from existing clients.