Managing Partner? Junior Associate? Who is my Ideal Client?

It’s not the Managing Partner alone who makes the decision about who to instruct. Junior solicitors play an important role in the process too.

1. The Managing Partner

An important marketing task of a Junior Barrister is to take prospective clients from “unknown entity” to “inner circle loyal client”.

It takes time and requires reasonable access to that person.

So when Junior Barristers create the profile of their “ideal  client” I’m surprised to see a description of the Managing Partner in a magic circle law firm.

In order to bring a magic circle law firm partner into your inner circle, you need access to her. And for access, you will be competing with the Silks who work in your practice area.

It’s not impossible, but if you are aiming for the Managing Partner you could find yourself pushing on a closed door for some time.  Here’s an alternative route.

2. The Junior Associate

It’s rare for one person to make the decision about which barrister to instruct.  Usually, several people are involved.

The final decision might be made by the Managing Partner but it’s not unusual for the Associates to have a say.

Since the Junior Associate has more direct experience of working with Junior Barristers, it’s likely that his view will be called upon in the decision-making process.

Your access to the Managing Partner is therefore indirect, via the Junior Associate.

This is why the Ideal Client Profile of a Junior Barrister should describe a Junior Associate, rather than a Managing Partner.

3. How Junior Associates sustain your career

It’s common for an instructing solicitor to remain with a barrister throughout her career. Solicitors have their favourites and the switching costs of changing counsel are high. They will prefer to keep a reliable barrister on the books if they possibly can.

And here’s another important reason to develop a network of instructing solicitors at your level.

Solicitors tend to leave the profession earlier than their counterpart Barristers.

This is a challenge QCs face towards the end of their careers. Their trusted instructing solicitors retire and the QC has to completely re-build her network in the final years of practice. It’s far from ideal.

An equal footing

Civility, courtesy and respect should govern how you interact with all your solicitors and end clients.

Yet Clerks routinely report that some Junior Barristers adopt an unhelpful and distant attitude towards Junior Associates.

It’s a rookie mistake which damages your reputation with the very people who can advocate for you in the team.

Engage with Junior Associates on an equal footing.  They have insights about the matter you probably don’t, because they are usually closer to the client in the early stages. And they can advocate on your behalf in a decision-making process which affects you and your career.

If you would like to find out more about how Junior Entrepreneur can help you grow a profitable practice in the Digital Age, book a no-charge 15-minute call here.

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By Heidi Smith
Creator of Jurilogical.com