We think of marketing as a “here and now” activity something we’re doing today to bring business in the door, ideally, as soon as possible. While we understand the concept that we have to plant seeds today if we want business to flourish tomorrow, in general, we don’t think of marketing and business development as a legacy activity that will pay off and benefit the firm long after we’ve left it.
More than one law firm founder or chief rainmaker has encountered just such a problem when retirement looms on the horizon. The firm has thrived, often for several decades, because of one attorney’s rainmaking ability, but this business developer hasn’t focused on encouraging others in the firm to develop business, relying on those attorneys to get the work done. One day, this lawyer realizes he wants to either retire or take things at a slower pace. He has also always planned that firm revenue would continue to provide him income. Yet, when it comes to business development, he realizes as he assesses his team that aside from him, the bench is almost empty.
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