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LegalEdge: Growing Your Book: Mastering Business Development

The legal industry is becoming increasingly competitive. Businesses are in-sourcing more legal work. Law firms are consolidating. And hourly rates are increasing. These changes, along with others, have intensified the importance of maintaining and growing a client base. This column offers attorneys business development strategies to help thrive in today’s dynamic legal landscape.


1. Win.


The single best way to generate business is to win for clients. Winning means to achieve your client’s goal(s) in a representation. A “win” varies depending on the representation. For some, a “win” could be getting a client out of jail. For others, a “win” could be closing a transaction in the face of tightening debt markets or a pending antitrust investigation. Regardless of what a “win” is, achieving it creates unparalleled client loyalty and a reputation that you get stuff done. No number of dinners, speeches or networking events can replicate the business that will flow from “winning” for your clients.


2. Take Your Client’s Matters Personally.


Viewing your client’s matters as they are your own will push you to perform your best. Often clients do not contact an attorney until things have gotten bad. These problems are frequently the most significant problems in a client’s life, and they expect their lawyer to fix them. By taking these matters personally, you will communicate with the client in a way that shows that you appreciate the problem’s gravity and your willingness to go to the mat to achieve the client’s goal(s). There is no better way to get referrals than from elite-level client service.


3. Be Authentic.


Just as many roads lead to Rome, there are many ways to develop business. Some attorneys have success with one-on-one client meals. Other lawyers swear by speeches or conferences. Within each of these venues, there are micro-strategies to maximize the success of a particular event. It is most important for each lawyer to objectively examine and determine what works for them. And, in whatever medium, be authentic when pitching clients because, if you aren’t, the client will see it.


4. Execution.


Virtually all lawyers know the actions that can help generate business. What distinguishes lawyers is not knowledge, but execution. Woody Allen said that “80 percent of success is just showing up.” For business development, this statement is largely true. Showing up, whether it be at a networking event or client dinner, creates more opportunities. Great ideas combined with great execution generate great results.


5. Build a Brand.


Customers buy brands. The legal industry is no exception to this rule. As an attorney, you have a brand. Your brand is what your peers would say about you in two sentences when you leave the room. What brand would your desired clients buy? Every action that you take in your professional practice should further this brand.


6. Stay in Front of Your Clients and Prospective Clients.


At least half of business development is keeping your current clients. Don’t focus so much on new clients that you neglect your current clients. As your book grows, your bandwidth and available time correspondingly shrink. This reduction, though, is no excuse for a lack of responsiveness and attention to client matters—all of which are important. Improve your time management, which I outlined in a previous LegalEdge column, to maximize your ability to stay in front of your clients and prospective clients.


7. Identify and Define Your Target Market.


Determine the industries, businesses, or individuals that align with your legal expertise and experience. Understanding your ideal client’s needs, pain points, and challenges allows you to tailor your services and marketing efforts to meet their specific requirements. A clear and well-defined target market enables more focused and efficient business development initiatives.


8. Never Stop Growing.


For various reasons, whether it be leadership changes or business dissolutions, clients are going to come and go. Attrition is a natural result of the practice of law. As such, if you are not growing, then you are dying. If you feel you are at capacity, keep growing. If you have reached your desired book of business size, keep growing. Life is always going to hit you with unknowns, and relentless growth is the best way to blunt the effect of the unknowns.

In the fiercely competitive legal landscape, effective business development is no longer optional for legal professionals—it is essential for career growth and the long-term success of a law practice. Embrace what distinguishes you and never stop growing.


Jake Evans is a shareholder at Greenberg Traurig who practices complex business litigation and is the former Chairman of Georgia’s State Ethics Commission.

Jake’s Tuesday Legal Tips

Legal Edge: Trends to Anticipate for This Year

01 Feb, 2024
The legal trends of 2024 depict a landscape shaped by technological innovations, global connectivity and ethical considerations. As legal professionals adapt to these evolving trends, they must navigate the complexities. Law, like any industry, is constantly changing. 2023 saw tightening credit markets, the advent of AI and geopolitical tensions that caused market destabilizations. These events had unique impacts on the practice of law in 2023. While it is impossible to predict what will happen in 2024, there are brewing trends to be mindful of. This article highlights some of those trends as we proceed in the new year. 1. Increasing Importance of Value  The 2020 COVID-19 pandemic initiated a multiyear wave of government stimulus that flushed the global market with cash. That influx of cash brought with it inflation that necessitated increasing attorney hourly rates to keep pace with inflation. The inflationary growth rate has subsided, but the hourly rate increases have maintained. Clients want quality advice and are willing to pay for it, if it is done efficiently and delivers value. In that regard, Clients will be looking for creative and tested legal advice, with attention to their business and needs. Entering 2024, attorneys should focus on these goals so that they deliver service of high value to their client at reasonable cost. That type of representation will distinguish you from peers and encourage clients to accept your desired rates. 2. A Smaller Globe Either organically or by merger, businesses continue to expand geographically. This trend will continue and potentially accelerate, in 2024. As businesses grow globally, so do their legal needs. Attorneys should continue adapting their experience to the legal needs of clients by following clients’ business and growth trends. In 2024, this means, in part, augmenting your legal network, either within your firm or externally, to serve as an effective and innovative problem solver to clients with a growing global footprint. 3. Generative AI Takes Root In 2023, AI launched onto the scene. In 2024, it will take root. AI’s integration into industries is creating major change—the extent of which we do not know in the short-term. Lawyers should embrace these changes by studying available AI and determining how to use it to enhance their services within the confines of applicable law and ethical rules. AI tools can augment legal research, document review and contract analysis while reducing time and costs. But AI remains the subject of review and critical discussions aiming to assure—among other goals—protection of confidential and privileged information, data privacy, cybersecurity and appropriate internal use of a firm’s historical work product. Attorneys should integrate AI into their practice with care and attention to the responsibilities of our profession, including, but not limited to, maintaining client confidences and providing competent and accurate legal advice. 4. Brands Continue to Count Coming off 2023’s economic headwinds, it is important to develop and maintain a premier brand to protect and accelerate growth. Branding, both in and outside the practice of law, have been shown to enable businesses and professionals to enhance their stature and profitability. Clients have an unprecedented range of potential service providers. With that backdrop, 2024 will likely continue to see branding be an important component of one’s business strategy, particularly branding that embodies those characteristics valued by historical and new desirable clients. 5. Remote Work, Hearings & Office, are Here to Stay COVID-19 brought on both good and bad. Some of the good was the virtual ability to render legal services. As one example, more judges post-pandemic host hearings virtually. Indeed, almost every Fulton County state and superior court judge offers virtual hearings. Virtual hearings increase flexibility for litigants and save clients expenses in reducing lawyer travel time. Law firms, while encouraging in-person work, are more accepting of remote work and often use this flexibility to recruit and retain top talent. We are now multiple years removed from the pandemic and these once newfound norms remain. We should expect them to carry on into 2024. Conclusion The legal trends of 2024 depict a landscape shaped by technological innovations, global connectivity and ethical considerations. As legal professionals adapt to these evolving trends, they must navigate complexities, uphold ethical standards and strive towards a fair, accessible, and sustainable legal system that meets the demands of a rapidly changing world. The fusion of innovation and ethical governance remains central to the ongoing evolution of the legal sphere. We should be mindful of the above legal trends and incorporate them into our practices. Jake Evans is a shareholder at Greenberg Traurig, who practices complex business litigation and is the former chairman of Georgia’s State Ethics Commission.

Judge rules True the Vote's mass voter challenges in Georgia are not illegal voter intimidation

03 Jan, 2024
True the Vote Defeats Fair Fight, Stacy Abrams, Marc Elias, and the Biden Department of Justice in Landmark Election Case in Georgia Federal Court Fair Fight et al v. True the Vote et al | Case No. 2:20-cv-0302-SCJ HOUSTON, TX, January 2, 2024 - True the Vote (TTV) declares a decisive triumph in their legal battle against Stacy Abrams' Fair Fight, legal teams led by Marc Elias, and the Biden Department of Justice. A federal court in the Northern District of Georgia today affirmed that citizens have the right to lawfully petition their government in support of election integrity without fear of persecution or prosecution. In a resounding vindication, TTV successfully defended its actions of December 2020, aiding Georgia citizens in filing elector challenges based on data showing over 364,000 voters appeared to be ineligible to vote due to change in residency. This victory is a testament to every American's constitutional right to free speech and the importance of actively participating in the electoral process. True the Vote President Catherine Engelbrecht affirmed, "Today's ruling sends a clear message to those who would attempt to control the course of our nation through lawfare and intimidation. American citizens will not be silenced.” True the Vote lead attorney Jake Evans stated, “After almost three years of litigation and a two-week federal trial with plaintiff calling 12 witnesses, Judge Steven Jones awarded a complete defense verdict for all defendants. This decision is monumental. It vindicates True the Vote in totality and establishes that eligibility challenges under Section 230 are a proper method to ensure voter rolls are accurate. I am grateful to help achieve this great victory.” Engelbrecht added, "This is an answer to the prayers of faithful patriots across America." True the Vote remains steadfast in its mission to support trustworthy elections and looks forward to assisting citizens in future such lawful efforts. Jake Evans is a shareholder at Greenberg Traurig, who practices complex business litigation and is the former chairman of Georgia’s State Ethics Commission.

LegalEdge: Tips for Freshly Minted Lawyers

06 Dec, 2023
Congratulations to those recently passing Georgia’s bar exam! After being sworn in, you will be an attorney at law. While it’s a notable achievement, your career is just beginning. This column outlines tips for freshly minted lawyers to help set the tone for future success and to navigate the ever-moving terrain of the practice of law. Although this column is oriented for our most junior lawyers, we can all benefit from a refresher on tips for growing as an attorney. 1. Embrace a Learning Mindset: Approach your first year with an eagerness to learn. You will soon discover how much you don’t know. Be receptive to feedback, seek guidance from mentors and colleagues and continuously educate yourself on the ever-evolving legal landscape. The harder you work, the faster you will learn. The habit of being eager to learn should persist throughout your legal career. No matter your year level, you can never learn enough. 2. The Devil is in the Details: As a junior attorney, others are relying on you to get the details right. From drafting contracts to conducting legal research, precision is key and, unlike in law school, imprecision has real-world consequences. Develop a keen eye for detail and nuisance. Ensure your work is thorough and accurate. A meticulous approach not only instills your colleagues’ confidence in you, but it also contributes to the success of your cases. One mistake can diminish others’ trust in your work and often will be remembered. 3. Seek Mentorship: Identify mentors that can provide guidance, both on practical skill development and career management. Don’t be afraid to seek out mentors at different stages of their careers—diverse perspectives can maximize the data points and prisms through which you view life. Don’t view mentorship as a one-way street; make sure to offer value to your mentor in every way that you can. 4. Build Good Habits: The importance of building good habits early cannot be overstated. As a new lawyer, you are entering a new environment, physically and mentally. This presents a unique opportunity to build new habit patterns. Be punctual. Be focused. Be hardworking. Be great at everything you do. Building these habits early will put you on a potent professional trajectory. 5. Good Attitude is Key: As a junior attorney, your colleagues are not expecting you to know everything. You have been hired because of your potential and your employer’s benefit in that potential. Don’t have a bad attitude when feedback and constructive criticism is offered. Embracing this feedback is critical to your development. Also working with someone with a bad attitude can be insufferable and offset any of the positive characteristics that a person may have. Embracing feedback with positivity can set you apart. 6. Immerse Yourself: Immersion is the best way to learn a foreign language. Likewise, immersion is the best way to learn the practice of law. Whether it be due diligence or legal research, wholly immerse yourself in your work. Be a sponge, seeking to absorb every piece of information and guidance about the law practice possible. Work late. Go to bar-related events and CLEs. Learn from those that have been successful in law. You will be amazed at the results that will flow from a couple of years of unfettered immersion. 7. Prioritize Professionalism: Starting your career, you are an unknown to many. Your initial years are highly formative to what your brand and reputation will become. It is, thus, important to maintain a high standard of professionalism in all your interactions. Treat clients, colleagues and staff with respect. Uphold ethical standards and demonstrate integrity in your work. Professionalism is not only a reflection of your character, but also a reflection of your firm and colleagues’ character. Cherish and protect that reputation. 8. Enjoy the Journey and Be Patient: No one starts at the top. Mastery takes years of strenuous, focused cultivation and focus. Enjoy the journey of professional development. Each stage has unique joys and difficulties that mold an individual. One day you will reflect on the early stages with appreciation. A favorite quote of mine is that “life is not about waiting for the storms to pass, but learning to dance in the rain.” Don’t wish your professional career away yearning to get to the next level. Enjoy and embrace the journey. Be patient. You will get out of your career what you put into it. The first year as a lawyer is a period of significant growth and adaptation. Congratulations on making it this far. I am excited to see where you will go. Jake Evans is a shareholder at Greenberg Traurig, who practices complex business litigation and is the former chairman of Georgia’s State Ethics Commission.
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