Tips for building influence as a small law firm

Lawyers often cite name recognition and influence as of the best aspects of working in Big Law. While becoming a small law firm founder might require time to create a reputation, there are steps you can take toward building influence.

Begin with mindset and your why

We live in a digital era, and some of the most visible people – so-called “influencers” – seem to garner the most attention. These social media personalities generate millions of followers and reactions and online algorithms favor their accounts.

Similarly, in business, the big players tend to receive the most media attention and buzz. Big law firms work with big-name corporations or well-known individuals, and the attention they receive creates an illusion that influence only comes with size.

For founders of small firms, a mindset shift can help. Think about:

  • Your values. You likely started an independent firm for values-based reasons, including better work-life balance, meeting an unmet need for clients or wanting to create a better experience for clients. Who and how you influence should begin here.
  • The ripple effect. How you influence a smaller number of people can create a much bigger impact as those people in turn influence their circles.
  • Workforce changes. The way we work is becoming less centralized and more targeted. As an independent lawyer, you have the ability to flex to meet those changes.

Letting go if the assumption that bigger is better can help you view your circle of influence with a positive growth mindset.

Smaller circle of influence, bigger impact

SuperLawyers recently reported on a trend of big companies seeking out smaller law firms, Why? Flexibility and personal attention. They cited two experts:

“Clients note that small firms are better at adopting new ways of doing things, based on what’s most convenient for individual cases or client needs. There’s generally less bureaucracy at small firms, so they can be more flexible.”—Michael Rynowecer, president of BTI

“Clients want someone to pay attention to them, which they get at a small firm,” —Stanley Arkin, Arkin Kaplan & Cohen.

Independent lawyers in small law firms can focus on deeper relationships with key leaders at each client’s organization. Those relationships become stronger because the work, and interactions, are less dispersed than they would be in a large legal team. In a big law firm, clients might trust the larger name, brand and reputation of the firm. In a small law firm, clients trust the person or people on their team.

Quality over quantity

Whether interacting with clients or professional peers, numbers matter far less than the quality of each relationship. While you want to continue to attract a steady stream of clients, but you are not Apple or Nike.

You don’t need to sell millions of widgets to reach this quarter’s targets. You do need to serve your small number of clients exceptionally well so that:

  • They return for more work
  • They refer you to new, quality clients

Likewise, with peers, you need to show them how you support their goals by offering quality support, referrals and more. Gathering a hundred business cards at a networking event has no impact if those cards sit in your desk drawer. Having one quality conversation that results in follow-up, action and potential referrals means a lot more.

Creating a collaborative network of support

For many independent lawyers, a sense of isolation can contribute to a feeling of lost influence. Working alone in a home office or a tiny rented space can feel a lot like screaming into a void.

To continuing building influence, begin by connecting regularly with other professionals who can offer a sense of belonging and support.

This small business page highlights some of the benefits of joining a business support group:

“…small business support groups can give you a sense of belonging and community. When you join one of these groups, you become part of a larger community of like-minded individuals. This can be a great source of motivation and inspiration, and it can help you stay focused on your goals.”

One of the best ways to find that support network is by coworking in a shared office space. Rather than attending a group once a month or once a week, these spaces allow people to interact more regularly. That consistent interaction helps build a sense of comfort and trust, which in turn helps foster more collaborative relationships.

Ready to build a business community and grow your influence as a small law firm founder? Reach out to learn more about our shared office spaces for lawyers in Denver and Las Vegas.