The practice of law is difficult. You may work for several partners or senior lawyers at the same time. Your time is not your own because, at any time, one of the partners may have a pressing issue that requires your absolute focus, regardless of your other projects or personal plans.
As a young lawyer, I was asked to work overnight on an emergency project (at least the partner bought pizza!). I remember dropping everything when a court filing required an immediate response. Regardless of the circumstances, with time comes more control to prioritize your work and ask more junior lawyers to assist you. You become more efficient, so projects don’t take as long. You feel more secure about your work product and subject knowledge. Practicing law becomes more fulfilling and fun. But that goal can often feel far off, and justifying your value at any age is an important skill.
One of the hardest things about practicing law is billing. As a young lawyer, you should remember that your billable rate is lower because you are learning, and it will take more time to draft a document or answer a client’s inquiry. A senior lawyer will charge a client a higher rate for a relatively small amount of time. A younger lawyer will need to spend more time, but because of a lower billing rate, the client’s fee should be similar. With experience, your projects will take less time, and that experience will be reflected in a higher billable rate. Ultimately, your billable rate is justified, even as a newer lawyer. And if you are not the billing lawyer, do not be embarrassed if the senior attorney wants to write off any of your time.
Additionally, if asked to justify your billing time as a new or young attorney, do not be embarrassed to remember your work just to get hired by your firm. You’ve already done what many cannot. You are worth your billing rate even if you lack years of practical experience.
If you meet with a prospective client, try establishing your value through education and experiences, not your billable rate. Demonstrate value by asking questions to establish the client’s needs and explain why your work benefits them. Only then should you share your billable rate. When someone starts a conversation by asking me my rate, I first explain my experience and that I am efficient and responsive. Then, if possible, I try to estimate the total fee, as this tells the client much more than an hourly rate. Your billable rate has been established by market studies conducted by your firm or through your own research so that you will be in the ballpark of everyone else’s rates. Certainly, it is fair that clients are concerned about price and want to interview several lawyers, but price is not the only factor and should not be the primary factor.
Always consider that if you are not chosen because of a difference in rate, that client may not have been right for you. You shouldn’t lower your rate or offer a discount because you may feel devalued and frustrated with clients. If that client makes referrals, you may have to make the same concessions. Wouldn’t it be better to be paid for your value and get referrals from clients who haven’t beaten you down? Be confident in yourself!
As Sarah Petty and Erin Verbeck state in their book Worth Every Penny, it may take some practice, but much like dating or interviewing for a job, your demeanor with clients must be nothing less than confident. Don’t apologize for your prices or value, and be willing to walk away from a client or allow a potential client to walk away.
As you build your practice, develop your brand and reputation. Set yourself apart from others by being responsive or developing a specialty area of law. Get involved in the community and attend events where you can network. Find a mentor in someone you admire and ask them to lunch. Don’t be shy about asking for tips from many people about how to be successful. Even if people are busy or prestigious, I promise they will be flattered that you asked. I remember having lunch with several older female lawyers I admired, and no one I asked turned me down. They remain friends to this day; one helped me get my first job at my first-choice law firm, and one later referred work to me and offered me a job.
Do not be afraid to ask clients for referrals. Many lawyers, even those who have been practicing for decades, don’t feel comfortable asking for that from clients. But if someone you have done work for thanks you or is happy with the result, suggest that the highest form of compliments would be a referral or positive review when the client has the opportunity to make one. You grow your practice primarily by word of mouth, including by clients making referrals.
Consider writing articles, saying yes to speaking engagements, or participating in the bar or other local activities. This isn’t on every person’s radar, but you may meet prospective clients through these activities, get to know other lawyers who may need to make a referral, and even win top lawyer recognition. You are building a resume that impresses other lawyers and prospective clients. Never forget that other attorneys bring incredible value to your practice. I still get referrals from lawyers with whom I worked at my first law firm, some of whom have become clients. Be the type of lawyer and person your colleagues want to know and with whom they want to work. Not only is this good business, but you also will have a better life.
As a young lawyer, managing your time, justifying your billing rate, and building your practice can seem overwhelming, especially when you are also working long hours. But remember that every senior lawyer with whom you work has faced the same challenges, and you will surmount them, too.
