The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/43128
"The best candidates for coaching are senior associates and junior partners who need to learn how to build and maintain their own books of business." What Is Attorney Coaching? Business development coaching and business development training are often confused, but they are quite different. Coaching involves a confidential one-on-one relationship between an attorney and a coach, and involves scheduled interactions over a course of time (often a year). Training usually takes place in a group setting with little follow-up. Mark: When more than one lawyer at a firm is being coached at the same time, there is some benefit in combining coaching with training. Monthly group sessions can address general concepts and expectations, offer cross-selling opportunities and provide a venue for sharing success stories and asking for advice. Individual coaching sessions — either in-person or by phone — can focus on individual business development plans and the skills, strategies and motivation needed to implement those plans. At the same time, coaches need to understand the realities of legal work. Mark: Even lawyers who develop the best of habits will drop these habits when they get busy. A coach knows when to step back and then re- engage when the time is right. Karen: Under normal circumstances, I like to handle most of my own business development efforts. For example, I usually answer all of my own "cold" phone calls. But when I get really busy, it is helpful if our marketing group can screen calls and take good notes. When things calm down, I pick up right where I left off. 70 www.iltanet.org Peer to Peer All too often, lawyers are exposed to a lot of random information about business development — but do not know where to start. Bob: This is where a coach can add value. Where does the lawyer want to end up? What is the first step he should take to get there? What comes next, and next, and next? Pros and Cons of an Internal Coach The coaching function can be provided by an internal expert (as is the case for many large law firms) or an outside consultant. There are pros and cons for each. Inside coaches are often more aware of institutional culture and cross-marketing opportunities. Since they are onsite, inside coaches are more available for casual "drive-by" consultations and advice on projects that require a quick response. On the other hand, inside coaches are more likely to get bogged down in conflicting responsibilities and putting out fires and, therefore, have less time for scheduled appointments. The lawyers at a firm tend to perceive an internal coach as an employee who should take direction from them rather than giving it to them. Lawyers often feel uncomfortable discussing personal issues with an employee. Bob: Attorneys will always take a paid consultant more seriously than a salaried staff member. Mark: An outside coach has much more bandwidth and is bound by a confidentiality agreement. He is focused on just one thing. He schedules time for appointments and also for appointment preparation.