Let’s talk about something I see all the time: rainmaking partners who know they need more support but can’t seem to get their firms to say yes. If you’ve ever found yourself frustrated after another partner meeting where your request for resources went unanswered, you’re not alone.
Why just asking for “support” isn’t working
Here’s a scene that might feel familiar: a partner goes to a meeting and says, “I need more support.” But after that statement, nothing changes.
Most of the time, firms aren’t saying no or not taking action because they don’t want to support you. They’re saying no because they don’t fully understand what you’re asking for or how it benefits them.
Are you looking for a higher marketing budget? A new associate? Another piece of software? A presence in another city? Your firm can’t say yes to an ask it doesn’t fully understand.
But what if you’ve clearly stated what you’re looking for, and there’s still no movement? That means the firm still might not understand why it should say yes.
Making your business case
The goal is to make it easy to turn a “no” into a “yes.” You want to spell out what it means not just for you but also for the firm if you want them to make the investment.
Get specific with your numbers
Remember, a law firm is still a business. The numbers need to support any investment, including anticipated return. Provide concrete details about the spend, the expectation for outcome, and how it aligns with the firm’s overall goals.
Consider this example: “I want to sponsor and attend the upcoming conference in Belgium. It’s $50,000.”
Now compare it to this one:
“I want to attend and sponsor the upcoming conference in Belgium. I know $50,000 is a substantial ask, but last year’s Paris conference cost us $25,000 and brought in $750,000 in new business. If I go to this one, I have three potential clients ready to schedule dinner, which could bring in $1.5 million.”
One is a lot more compelling from a business perspective. You’re laying out what you expect to bring in, and also showing them there is already opportunity on the table.
Here’s another example. Let’s say you have work you’re referring out to a firm in another city, but clients are asking why they need to retain separate local counsel rather than one firm handling it all. On top of that, you calculate the numbers from the last three months: $800,000 referred out.
From both a lost revenue perspective and for the sake of client retention, it becomes easier to see why opening a new location with one associate in that other city might be of benefit.
Remind them of your track record
If you’ve made good calls before, make sure to bring that up.
Maybe you pushed to expand into healthcare years ago and built it into a $25 million practice. Or may you spotted the AI trend early and have a thriving practice.
Use those wins to help build confidence in your judgment.
Align your ask with the firm
Sometimes the time to strike is while the iron is hot. But if you can, try to time your asks along with the firm’s strategic or fiscal planning.
If the strategic planning has already taken place, incorporating some of those annual or three to five-year goals for the firm into your pitch can help. For example, if the firm is looking to expand a practice area, like data privacy and cybersecurity, you could position your request for additional marketing support or a lateral hire as a way to support that initiative.
When your firm still says no
Sometimes, even with a rock-solid business case, the answer is still no. That’s when you need to ask yourself some tough questions. Is your firm being conservative with resources, or is there a deeper misalignment?
Maybe you’re looking to expand nationally, but your local-focused firm can’t financially support that kind of growth.
Maybe your firm has undergone a rebranding or is staying focused on certain practices, where they’re not looking to invest in the same areas you’re interested in.
Maybe it’s a conservative firm and particular practice areas like cannabis aren’t ever going to be up for discussion.
None of these are necessarily bad; it just means it might not be the right fit firm for you, especially if you have particular goals around growing your book of business.
When it’s time for a change
If you’ve made a solid business case and your firm still won’t support your growth, that’s good information to have. While most firms will fully appreciate the opportunity to support a partner with a clear plan for growth, there will be times when there isn’t alignment.
Remember, you’re not just a lawyer asking for support—you’re presenting an investment opportunity. Your financial contribution to the firm for the business you generate means you deserve a platform that helps you achieve your potential and your goals.
Every day you wait to make your case is another day of lost opportunity and revenue. Start building your business case now. Document your needs and prepare to present them strategically.
Whether this leads to growth at your current firm or reveals the possible need to see what else is out there, taking action today helps you get closer to your vision.
Ready to discuss your growth strategy? Let’s talk about finding your perfect-fit firm.
