Running with the big dogs: tips for securing business from large firms

Solo and small firm lawyers can do one of two things to run with the big dogs: develop niche practices or build a network of relationships for referrals, according to Steven J. Weiss, partner with Cannon Heyman & Weiss in Buffalo, N.Y.

Weiss offered his observation at “Running with the Big Dogs: How to Eat Well Without Being Swallowed Up – A Primer on Getting Work from Large Law Firms and Corporate Clients,” during Solo Day at the ABA Annual Meeting in New York.

Weiss, whose firm provides legal services in federal tax credits and structuring real estate transactions, explained that avoiding competition with local firms creates a win-win situation for both. “Building a niche practice is scalable as it builds on a certain skill set,” he explained.

He said that a key to his firm’s success is offering a highly specialized skill that does not compete with services offered by other firms. “We only do one thing. The firms we work with retain all other work for their clients. Because we only do federal tax and securities work, our client firms can be assured that we have the knowledge to do the work well – and that work is all we’re going to do.”

Weiss said his firm does research on markets before approaching one or more firms in a new geographic location. “We offer an exclusive relationship assuming certain benchmarks are met that gives our clients an opportunity to market this service to their clients. We support our practice at their firms through marketing, including announcements and one-day conferences for their clients.”

James Silkenat, partner in the New York office of Arent Fox, gave a large firm perspective on working with solos and small practitioners. “Both large and small firms have the same goal – happy clients who will be a source of future business. It’s important for all of us to look for ways to serve our clients.”

He pointed out that large firms look to smaller firms for help on projects and cases for a number of reasons, including the size of the matter, special expertise of the smaller firm, cost issues for the client, location of the matter, staffing issue for the larger firm and actual or perceived conflicts of interest for the larger firm.

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Many times, the decision on whether or not to use a smaller firm is made by the individual partner who has responsibility for that matter or for the client, meaning that the work assignments often come from a partner who knows and is comfortable with work by a small firm or solo practitioner.

In determining which solos or small firms to work with, Silkenat said, “We look for speeches and writing by lawyers from smaller firms. We also look to law school contacts as well as for connections from bar associations, family members or social organizations. The fourth factor is a prior working relationship.”

Silvia Coulter, vice president with Hildebrandt International, gave an overview on how solos and small firms can sell their services to large firms. She suggests beginning with setting goals and developing a plan. “Studies show that lawyers who intentionally plan are more likely to succeed.”

She suggested beginning the plan with an assessment of existing clients, existing market share and existing client share. Setting a goal, such as obtaining two new cases in the next 18 to 24 months, is next. After looking at target geographic area, target industry and target firms, she said that the next step is to take action. Identifying key individuals in target firms to arrange meetings and presenting at a local bar association meeting are two possibilities.

The key is to, “Build loyal relationships. If you provide a good experience, you’ll have an opportunity to secure referrals for future work. Relationships drive the revenue-building process,” Coulter said.

Andrew J. Sagliocca, Esquire Bank, discussed the importance of treating a law firm as a business and identifying a financial partner who can help you meet your goals.

Sagliocca also served as a panelist for the session sponsored by the General Practice, Solo and Small Firm Division. Stephen D. Williams, Law Office of Stephen D. Williams, moderated the panel. The Senior Lawyers Division and Young Lawyers Division were additional sponsors of the program.

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