Are Big Law Firms Really That Different?

Published May 31, 2011

Representing Large Clients

In an earlier LawBiz® Tip, I discussed how some of the largest national law firms have suggested to the ABA that their practice needs require a broader regulatory framework than that afforded by the rules of 50 different state bar association. These firms all have national and even international practices, and they called for calls for more flexible rules on dealing with potential conflicts of interest, limitations on liability and greater mobility across jurisdictions for their lawyers who mainly represent large clients.

The Emergence of Large National Law Firms

Certainly large national law firms offer their clients many resources and economies of scale that smaller firms can’t. But these firms tend to forget that they began practice in a single city or small region before their growth took them to a national level. In fact, 50 years ago fewer than 40 law firms in this country had 50 or more lawyers. Often such law firms grew by following their corporate clients, which for decades have lived by the philosophy that bigger was better.

The Differences Between Large and Small Firm Practices

What, ultimately, is the difference between the practices and marketing of large and small firm lawyers? To be effective, irrespective of the size of the law firm or the firm’s marketing activities as a whole, each lawyer must establish the expertise necessary to entice a prospect to become a client. This is done using many tools, some with more credibility and requiring more sophistication than others. The goal, no matter what is done, is to create a personal relationship with the prospect before he or she becomes a client.

Marketing for Law Firms, Large and Small

In that regard, marketing for small law firm attorneys is no different than for large law firm attorneys. Large law firm practitioners must market individually just as small law firm practitioners do. A large law firm has a staff of people devoted to helping individual lawyers in the firm and individual practice groups; this is absent from most small law firms. There is thus expertise available inside large firms that small firms will have to hire from the outside.

What Does the Firm Want?

The existence of a fit and compatibility among clients and practices is the starting point for national growth. Ethical and jurisdictional differences would seem to have much less impact. Strengths in areas like natural resource law, immigration or intellectual property can take you across state boundaries. Insurance defense, personal injury and other practices that require local court appearances tend to be restricted by state boundaries even if they can grow within the state. It’s all a matter of what the firm wants and knowing what the rules support – not necessarily changing the rules. And IT helps to hook your star to a client whose own star is rising quickly.

Categorized in:

Audience type: Large Law Firms, Small Law Firms