In this blog post, Khadija Khalil, a student at Pravin Gandhi College of Law, Mumbai and pursuing a Diploma in Entrepreneurship Administration and Business Laws from NUJS, Kolkata, describes how lawyers practicing by themselves can reproduce high-quality legal work.
The law business is a stressful one. Mr. John W. Davis said, ‘There is little of all that we [lawyers] do which the eye of man can see. But we smooth out difficulties; we relieve stress; we correct mistakes; we take up other men’s burdens, and by our efforts, we make possible the peaceful life of men in a peaceful state.’
Much of this stress can be attributed to law firms. Law firms with their long working hours, interdepartmental competitiveness, and their exhausting need for excessive commitment to the field make it difficult for a lawyer to ‘enjoy’ his/her profession and maintain a balance between his/her work and social life. This does not go to say that lawyers working for top firms are not happy or satisfied. However, the law firm life is not for everyone. One must look for other options when faced with a chronic dissatisfaction arising out of his/her chosen employment. Going solo is a career option in such a case.
What does going solo mean?
Going solo means that you break away from a law firm to start your own practice, either individually or as your own firm. Both of these options will start with you being in the forefront taking all the big decisions. Solo lawyers need to be more hands on as compared to lawyers that are a part of law firms. In a law firm, clients will come in because of its repute and goodwill which has accumulated over a long period of time. However, if you are a solo lawyer, then you will have to not only bring in good legal work but also do said work efficiently and professionally while maintaining a good working relationship with your clientele. Along with bringing in work you also have to make sure that you do high-quality legal work for your clients as well as get paid for your efforts. [1]
How can a solo lawyer ensure high quality of legal work?
A solo lawyer must remember that his client list depends on his work and its quality. Thus, when starting out, a solo lawyer, one must take the several steps that have been discussed below to ensure that he churns out good quality legal work which will, in turn, help him establish himself and build a brand name in the legal field.
Build a good network
A good network is important for any lawyer who wants to step into the role of a solo practitioner. By a good network, we mean building a database of not only potential clients but also of lawyers.
A good lawyer will always have a network of other smart attorneys. The downside for a solo lawyer is that they work alone. Therefore, building a camaraderie with other lawyers in the same field often takes a backseat. However, it is crucial for a good solo lawyer to have contacts in his specialized field so that he remains knowledgeable about the emerging trends in that particular field and can give his clients relevant advice keeping with the times. Also, having friends in the same field is beneficial because talking about each other’s cases will increase the scope of ideas. A solo lawyer also does not have many opportunities to socialize with others in his field. Thus, one may attend seminars and other such social gatherings to build networks.
The benefit having a strong network of lawyers at your disposal as a solo lawyer is that you can profit from their contacts as well. If a lawyer is overburdened with work and he gets a client then there is a high possibility that he will refer his client to your budding practice if he feels that you are competent for the same.
A solo lawyer must also have a good network of clients or potential clients. This is of essence because lawyers, especially in India, get clients through references made by past clients as well as by family members and friends. So make sure to have a business card ready as you step into the shoes of starting your own practice and hand out the cards to everyone you meet, from family to friends, relatives, classmates and acquaintances. Also make sure to hand out your business cards to opposing counsel, judges, colleagues, etc. [2]
Be efficient
As a solo lawyer, you have the opportunity to take and select the projects that you want to work on. This gives you an edge over your counterparts who work for law firms. Working as a solo practitioner means that you can prioritize your schedule. It makes you flexible enough to manage your workload according to urgency. Especially when you are in a place like India, people tend to come to lawyers only when the water rises above the nose. Your clients will come to you, in need of fast and efficient services at the drop of a hat. When your schedule is flexible, you can get the work done within the deadline and keep your client happy which in turn will improve the quality of services that you provide to your client.[3]
Be a people person
Maintaining good relations between you and your client as well as you and other lawyers is also a factor in becoming a flourishing solo lawyer. Build good relations beyond just legal representation.[4] Clients love an attorney who seems interested in their problems. In this regard, lawyers are much like doctors. Empathetic doctors are often more successful because they can connect with the problems of their patients. Thus, drawing the same parallel, it can also be said that empathetic lawyers are more successful than their peers. Gaining the trust of your client is imperative. The more your client trusts you, the more the chances are that he/she will maintain a long time legal relation with you.
Communication skills
All lawyers must have an excellent communication skill-set. A solo lawyer, actually any lawyer, must make sure that the communication between him and his client flows smoothly. This will make sure that his client will not be lost in the complexities of the legal procedure. You, as the client’s lawyer, must disclose the problem and the solution in clear and simple terms which will help your client understand exactly where you stand in his matter. This will increase your client’s trust in your work and skill as a solo lawyer.
A solo lawyer can ensure high-quality legal work just by communicating with his client. All clients have different communication preferences. A lawyer must keep this in mind and tailor his communication with the client according to that. Beyond this, a lawyer’s skill must show his sincerity. Weekly, monthly or even quarterly reports to update the client on the status of his/her case; making sure their calls are promptly acknowledged if not received; taking care of their queries and doubts and clearing such doubts to the best of your abilities; all of this shows ‘care’.[5]
Appreciate your client
Client appreciation is critical for keeping clients happy. Studies have shown that 68% of customers leave a business relationship because of a perceived indifference on the part of the company.[6] Appreciating clients goes beyond a normal lawyer-client relationship, it means knowing them rather than the case at hand. Acknowledge when a client gets you a referral and keep in touch with your former clients. Also remember that a client will more often than not give you facts that are of no relevance to the case. Make sure that even such facts are given due importance.[7]
Be cost effective
A solo lawyer is at a better position to offer lower rates to his clients than the lawyers at law firms who charge considerably more. When the same quality is met with lower rates the satisfaction of the client increases which positively correlates with an increase in clientele because happy clients equal free publicity. The best marketing that a solo lawyer will benefit from is that of his old and recurring clients references.[8]
Evolve continuously
Know your weaknesses, accept feedback and criticism. If you find that there is a particular area in the law that you are not good at, instead of ignoring it, try to improve upon it. Do not be in denial. Go to seminars and increase your knowledge. Learn newer aspects of law within your field. Keep evolving.
One more important element in evolving constantly is accepting your mistakes. Being a solo lawyer, all the work will be done by you. Therefore, the chances of making an error are higher. If you do make a misjudgment, instead of giving excuses own up to your mistake to your client. He will appreciate and respect you for it.[9]
Be active on the Internet
In this advanced day and age, the virtual reality is but another world for not only getting clients but also increasing your reach. As a solo lawyer, you are responsible for an influx of business. Make sure that you make use of the internet for that. Being active on social media is an increasingly successful marketing technique which is used in every business model as of now, so why not use it to get clients as well? It is understood that lawyers under Indian law are not allowed to advertise for getting clients, however, just making your presence felt on social networking platforms is enough for opportunities to jump out and increase your business.
A few popular ways this can be done is to have your own blog to share your views on recent social events and their legal implications, join websites which allow lawyers to converse with clients on day-to-day problems (which can directly correlate to increase in clientele), be active on Quora, have a LinkedIn profile, be a part of law groups, chats and discussions on various sites like aforementioned LinkedIn and Facebook, and many more.[10]
Conclusion
The above points may seem generic to business students and marketing strategists, however, lawyers and budding law students need to realize that good quality legal work, in essence, is still lacking. Timely communication, efficient work, internet presence, cost and people networking skills is what will in actuality add that zing to a solo practice and help it flourish. Many solo lawyers are competent but lose out on clients because they lack the above qualities. A law firm, on the other hand, has the resources to make a ‘division of labor’ model which benefits it and the people employed under its banner.
References:
[1] Seltzer Torre, D. Ten reasons why going solo can make you happier lawyer [Web log post] Retrieved from http://www.seltzerlawfirm.com/ten-reasons-why-going-solo-can-make-you-a-happier-lawyer/
[2] Pynchon, V. How I got my First Client and You Can Too. [Web log post] Retrieved from http://www.forbes.com/sites/shenegotiates/2012/04/10/how-i-got-my-first-client-and-you-can-too/2/#19aaa9ee78f6; 7 things I’ve learned since starting a law firm. [Web log post] Retrieved from https://www.clio.com/blog/7-things-ive-learned-since-starting-a-law-firm/
[3] Hickey, M. How to Out Hustle Big Law for Clients. [Web log post] Retrieved from https://www.rocketlawyer.com/blog/how-to-out-hustle-big-law-for-clients-910716
[4] Ibid fn. 3
[5] Gamez, E. 5 tips for keeping clients happy as a solo attorney. [Web log post] Retrieved from http://lawfirmsuites.com/2016/02/keeping-clients-happy-as-a-solo-attorney/
[6] http://www.bloomberg.com/news/articles/2007-06-01/building-customer-relations-by-listeningbusinessweek-business-news-stock-market-and-financial-advice
[7] Ibid fn. 5
[8] Ibid fn. 3
[9] 7 things I’ve learned since starting a law firm. [Web log post] Retrieved from https://www.clio.com/blog/7-things-ive-learned-since-starting-a-law-firm/; Gamez, E. 5 tips for keeping clients happy as a solo attorney. [Web log post] Retrieved from http://lawfirmsuites.com/2016/02/keeping-clients-happy-as-a-solo-attorney/
[10] Pynchon, V. How I got my First Client and You Can Too. [Web log post] Retrieved from http://www.forbes.com/sites/shenegotiates/2012/04/10/how-i-got-my-first-client-and-you-can-too/2/#19aaa9ee78f6; Wheeler, T. Innovative Marketing Tactics that Really Attract New Lawyers. [Web log post] Retrieved from http://www.americanbar.org/publications/gp_solo/2014/may_june/innovative_marketing_tactics_really_attract_new_clients.html
