Product knowledge is the first step in effective rainmaking. Every lawyer in your firm should be thoroughly familiar with all of the services of the firm. They do not need to know enough to close a deal, but at a minimum, they should know enough to be able to identify when the firm can help. Recruit your reluctant rainmakers to manage internal education about the firm’s services.
The most effective technique for educating lawyers about all the services of the firm is to implement interdepartment seminars. It is easy for each department to invite a representative from a different department who can briefly talk about the current activities and services of his or her department. It is often astounding how much opportunity can be revealed in a single meeting.
Another way to educate lawyers about all of the services of a firm is to notify them about updates to the firm’s website. Also, newsletters, articles, and announcements should be sent to the lawyers as well as clients and prospects.
Finally, it’s smart to include an orientation of all the firm’s services for new associates. The sooner you can educate the associates about what the firm does, the easier it will be for them to become rainmakers in the future.
The reluctant rainmakers in your firm can be put in charge of these initiatives.
For more tips, check out our article “Engaging Reluctant Rainmakers.”