What In-House Counsel Want: Relationship Building and Quick Answers
Sometimes legal costs aren’t the most important thing to in-house counsel selecting their outside lawyers.
In-house lawyers also want law firms that are willing to take the initiative to build the relationship, according to a National Law Journal report on a recent panel discussion in Boston. The panel at the Legal Marketing Association New England Regional Conference featured top or senior lawyers at four companies.
Julia Coyne, assistant general counsel of Nike Inc., said law firms willing to make “a big, upfront investment” in pitches to Nike are more likely to succeed, according to the story. Coyne recalled how one law firm didn’t give up after it learned that the business it wanted went to another law firm.
Later the persistent firm became a Nike partner. “They were willing to come in and spend the time,” she said.
Others at the presentation said they want lawyers they can call for short, quick answers during the day. They also said they are open to cross-selling and presentations by business development teams at law firms.
