Trish Carroll, of GALT Advisory, had an article of hers published recently (February 26, but I didn’t get the email notification till today) in the Australasian Law Management Journal‘s Law Management Hub titled: ‘Get up close and personal to improve your business development‘.
While Trish’s article contains a number of really useful tips, I found it notable because of the following very thought provoking line:
“It is not about being the best; it is about being the preferred.”
99 times out of 100, I totally agree with Trish. And it is a really important lesson for high achieving lawyers to learn: being the best at what you do is no longer a guaranteed successful business model. In today’s legal market there are a lot of average lawyers making very serious amounts of money because they are the preferred ‘go to’ lawyer.
The one exception I would make would be for top-end, bet the bank, niche advisory work where being the best still trumps.
So the question you need to be asking yourself everyday is:
“What will I do today that will make me my clients preferred lawyer?”