Making the business case for women lawyers to thrive

Figuring out how to win, retain and build a client base is the number one skill that can open the path to partnership for women who wish to stay in private practice. Not having a ‘business case’ is the main reason cited by law firm leaders as a stumbling block to getting more women to make partner.

Given how important it is for women to understand the value of the business they can generate, this is a very welcome book to help women focus on a strategic area of business they need to master during their careers.

Business Development is an edited collection of contributions by 14 authors, varying from law firm founders to coaches, stylists, experts in legal technology and in-house leaders.

Some broad themes emerge, from marketing – including social media and using networks – to sales or starting up your own firm. These are wrapped around different chapters which offer helpful perspectives and tips from practitioners who are in some instances the case study for the suggestions they make. For example, Belinda Lester, who describes how social media helped grow her business, and Pam Loch, who tackles the important topic of being a ‘feminine’ rainmaker.

It is particularly helpful to understand the client’s decision-making process as they purchase legal services, a perspective covered in the book.

Whether there is a ‘feminine’ angle to business development that women should consider is also explored. For example, are there any limiting beliefs that might affect women in particular? There are tips from Claire Robson on getting results and using coaching as a strengths-finder strategy to unlock this area for women.

The breadth of Business Development makes it perhaps most helpful to those who want to build from scratch and think horizontally about all the aspects to consider, including technology and building the right culture. The one voice missing is that of those who are looking to build their business case for partnership in larger, established firms.

Perhaps the 3rd edition will include a chapter to expand its addressable market, as many women still struggle to build their business case in such firms outside its succession-planning process.

Dana Denis-Smith is CEO of Obelisk Support, London