Lawyers need to tap their inner teacher

By Edward Poll Dolan Media Newswires MINNEAPOLIS, MN--Rebecca Mieliwocki, named the 2012 "Teacher of the Year" and honored at a White House ceremony, went to law school, among other things, in her career. This transition is not peculiar. Lawyers are, after all, teachers. They tell stories to instruct jurors and judges for the benefit of their clients. But lawyers may not realize that they can use teaching techniques in many other ways to make "The Business of Law" more successful. Consider just a few examples and ask yourself how good a teacher you are. Your Fees. Value is ultimately determined by the client, not the attorney. But, it's the attorney who must educate the client about the value of their services. Most clients recognize the importance of and are willing to pay a fair fee for value. What they do not want is to pay too much--to pay for inefficiencies, duplications, or unnecessary services. To avoid fee disputes, lawyers must regularly demonstrate that their skills and the way in which services are delivered to the client coincide with what the client wants and needs to have. Your Knowledge. Lawyers often know a great deal about industry and economic issues that are important to clients, and can educate their clients about trends and developments using blog posts. A blog combines the lawyer's observations on breaking legal or regulatory issues with specialized content and research and can offer the option to comment and ask specific questions. This defines a teaching relationship, and also often defines the beginning of a client relationship. Your Staff. In the current law firm world, lawyers and staff, are affected by the ongoing transformation of client expectations and legal service delivery. Lawyers must take the lead in helping all staff members understand this change. More than the continuing sluggish economy alone, firms are contending with upheaval in the way law is practiced. Secretarial assistants, technology specialists, project managers--any staff need a better understanding of the forces reshaping law firms, and the lawyers who employ them should provide that understanding. Your Colleagues. Young lawyers too often view themselves as being at the mercy of the firm's partners when undergoing annual reviews. They can enhance their situations by educating the partners on what the lawyer has actually done in a key area like business development. Attending lunch or bar association functions, doing blogs and client updates, writing articles in trade or legal publications are all valid marketing activities. The young lawyer who engages in them can, at review time, make a convincing argument: "This is what I've done to promote myself and promote the firm." Don't assume these efforts are known--teach those who matter about the value of the effort. Education is all about communication. It is essential that those with whom a lawyer interacts knows what the lawyer is doing and understands why it is being done. As lawyers our job is to help others. Constantly conveying how and why you are doing this is an excellent way to derive greater personal satisfaction from your practice. Edward Poll, J.D., M.B.A., CMC, is a law practice management thought leader and contributor to this publication. His website is at www.lawbiz.com. Entire contents copyrighted © 2012 by The Dolan Company. All rights reserved. Reproduction in whole or in part without written permission is expressly forbidden. Published: Thu, Jul 5, 2012