Unlocking the secrets of rainmaker partners: the Activator approach
The legal profession has shifted dramatically. In today’s highly competitive environment, lawyers are expected to possess a broader skill set. It’s now not only about legal acumen but also demands a level of business savvy. Business Development (BD), once viewed as an optional task if time allowed, has become an indispensable aspect of the job. In fact, the BD approach taken by both current and future partners holds the key to unlocking fresh opportunities and driving revenue. Lawyers and law firms alike must embrace this shift in mindset. Those who invest not just time, but also resources into BD, are poised for success in this evolving legal landscape. A recent in-depth study conducted by DCM Insights, as featured in the Harvard Business Review, delved deeply into the habits of rainmaker partners. This research provided illuminating insights into the specific behaviours that distinguish successful partners in the modern legal world. The research The study identified five distinct partner profiles, each with their unique approach to business development. While each partner exhibited traits of multiple profiles, they excelled in one. It’s absolutely fascinating and no matter your role in a law firm, whether you’re a lawyer or a BD exec, you’ll undoubtedly recognise these traits from the partners/lawyers in your team/firm. So, what are the five partner profiles? The five partner profiles 1. The Activator An activator is proactive in building networks, converting prospects into clients, engaging on platforms like LinkedIn, organising events, and fostering connections across the firm. 2. The Expert The expert is a reluctant networker. They’re often reactive in their BD approach, relying on their expertise to attract clients. 3. The Confidante The confidante is the trusted advisor lawyer, who has a small group of loyal clients, handles all the work they bring in personally, and is reluctant to share it with their team or to cross-sell to other departments – they want to keep control of the relationship. 4. The Debater The debater is opinionated and they seek to challenge clients’ perspectives and reframe their thinking to create unique differentiators in the market. 5. The Realist A realist partner is transparent, honest, and pragmatic, managing client expectations realistically. Which partner profile achieves the best outcomes? The research showed that partners falling within the ‘activator profile’ – those who proactively build networks, actively engage with clients, and create meaningful connections – outperform other profiles regarding performance and revenue. Interestingly, partners in law firms are heavily weighted toward the confidante profile. Yet it’s the experts and confidantes that are most likely be be in the low performers category, indicating room for growth within the legal industry. Of the high-performing partners (in terms of revenue and performance), the majority were activators, while the lowest-performing bracket contained very few activators. Times have changed, and while some clients may still routinely go back to their existing firm based on familiarity and long-standing personal relationships, many are now reevaluating and instead want to choose the best provider. So, adopting some ‘activator’ behaviours is essential. How to become an activator partner 1. Commit Don’t let your day job overshadow your BD commitments. Dedicate specific time to your business development efforts and structure that time purposefully. We recommend starting small. Commit to 15 minutes a day for networking activities. Be specific and actionable, like engaging with three new connections on LinkedIn every Monday and following up on business cards from events on Wednesday. 2. Connect Set goals for making new connections and attending relevant events. Following up after events is crucial and using LinkedIn to do this is often a great way to do this. Sending a quick follow-up message post-event is a great start. Look for opportunities to connect your clients with colleagues who can add value to their businesses. Make introductions that matter, demonstrating your commitment to their success. For example, if a connection has recently moved to your city, offer recommendations and support, building the connection beyond the professional sphere. 3. Create This is where you start to ‘activate’ the network you’ve created – and it’s all about being proactive without being salesy. A good rule of thumb is to try and help them personally, introduce connections and assist others genuinely without the expectation of getting new work. This could include proactively bringing relevant information to your clients and checking in with them regularly, sharing articles or news stories that might be of interest, and offering to discuss them further over Zoom or coffee. Becoming an activator partner requires commitment, active networking, and a proactive approach to client engagement. By following these steps and embracing the activator mindset, you can elevate your business development efforts and create a positive impact on your firm’s growth. But what about the firm itself? BD and networking isn’t something taught at degree level or as part of the training process so it can’t be expected that all lawyers are born networkers – but it is absolutely something that everyone can be taught. Firms must invest in BD training, enabling activators at every level and for the best results, As with most things, practice makes perfect so starting at the associate level makes for fantastic future activator partners. Thinking about how the firm structures events to encourage meaningful conversations, how it rewards activator behaviours, and creates a healthy organisational culture that supports proactive networking are all things that can help foster a community of activators, driving success in the competitive legal landscape. Need help on putting this into practice? Feel free to reach out to us for support and guidance.
Finding networking overwhelming? Try these 5 things
Keeping in touch with and nurturing relationships with clients, intermediaries, and other connections, is a key first step to building your personal brand. Yet so many junior lawyers find it tricky. Networking often isn’t everyone’s cup of tea, particularly when mixed with billable hours and a heavy workload – but it’s an essential element to your career progression and it doesn’t have to be a chore. Junior lawyers often shy away from networking, assuming they’re too junior to establish meaningful connections – we’ve all been there. However, this couldn’t be further from the truth. Imagine this scenario: you’ve attended an event, spoken to someone interesting and taken the first steps to build your network. The common mistake associates make (including myself in the past!) is considering the event as a completed task. However, this is just the beginning. A partner once told me that the juniors you interact with today, are the directors, partners, or senior managers of the future. Hence, engaging in conversations and nurturing these connections from now on is so important. So don’t be put off. As an associate, you’re not just creating contacts; you’re forging relationships with potentially exceptional individuals. Don’t let your junior status deter you from staying in touch. The beauty of networking lies in its unpredictability – you never know when a relationship might prove invaluable. Just like with any skill, networking becomes significantly easier when you understand it. So, let’s explore some effective and practical methods to help you maintain these connections and expand your legal network further. 1. Drop an email Email remains one of the main ways, along with LinkedIn (but more on that below!), to communicate with others in the professional world. Here are a few tips on keeping in touch via email. Personalise Your Messages This seems obvious but it’s so important to send out tailored messages to your contacts and avoid generic emails at all costs. You want to show that you’re interested in the relationship, while also displaying a bit of personality – of course, be professional, but don’t be afraid to be friendly and personable. Forging personal connections is every bit as vital as nurturing professional ones. Always Follow Up After attending legal events or meetings, send a thoughtful follow-up message via email or LinkedIn. Many people will send a connection request and leave it there, but sending a personalised message is so much more memorable and sets you apart from the crowd. It doesn’t have to be chapter and verse, just that it was great to meet them, thank them for giving an interesting session, ask a question, or mention a topic that you both got talking about at the event to keep the conversation going. If you want to contact them in future, this will make it feel so much more natural and easier for you. 2. Get savvy on socials Social media platforms are more than just cat videos and memes; they’re powerful tools for networking. And when it comes to the legal sector, LinkedIn still reigns supreme. First port of call: LinkedIn LinkedIn is your go-to platform for building your legal network. Ensuring that your LinkedIn profile is up to date, and highlighting your skills and expertise is essential to keeping in touch with your contacts. Remember, if you’re new to LinkedIn, don’t go too wild. Keep your connections relevant – colleagues, clients, intermediaries, and other legal professionals relevant to your sector. You don’t need to (and shouldn’t!) connect with everyone that requests to do so. Some great ways to keep in touch with your network are by sharing insightful legal articles, commenting on industry news, and engaging in meaningful discussions by commenting on and sharing posts. If you’re unfamiliar, or possibly more likely, nervous about using LinkedIn, start small. Share a post once a week (this could be a post shared by your firm – not something you’ve prepared). Also, put aside 15 minutes a week to have a look through your feed to comment on and like a few posts. You can build from there. This not only keeps you visible but positions you as a trusted voice in your field. Stay informed on X While LinkedIn is best for forming connections and building a network, X (Formerly Twitter) can be your window into the latest legal developments and trends. Following legal news accounts, law firms, and influential legal professionals can help you stay in the know on relevant and recent legal events and changes – it’s a great place to find inspiration for a blog article or a LinkedIn post. Retweeting interesting content and joining discussions using relevant hashtags is a great way to position yourself as an expert in the field. 3. Arrange Face-to-Face Meetings In-person networking events are like gold mines for relationship-building in the legal world. Attend conferences and seminars Your targets for the year will likely include attending relevant conferences and seminars. So why not make the most of them? Events offer excellent opportunities to meet like-minded professionals and potential clients. Tip: Don’t collect business cards and store them in the drawer of your desk, never to be looked at again. Get in contact with them the following day and send them a message. For more promising contacts, float the idea of going for a coffee to further cement the relationship. Join a networking group Local networking groups, like the JLD or those more specific to your practice area, are treasure troves of networking opportunities within the UK legal community, not to mention good fun! You can connect with experienced solicitors who can offer valuable insights as you navigate your career. Tip: Use these gatherings to build your networking confidence, without the pressure of clients attending. Arrange your own event Consider organising your networking events or workshops. This not only establishes you as a leader in your field but also allows you to invite professionals you’d like to connect with. Hosting events is a proactive way to expand your legal network and showcase