Knowledge

Selling Tip for the Independent Firm

Independent firms find it sometimes hard to convince general counsel to hire them rather than the so-called "global firms". One of the reasons to prefer the giant firms seems to be the insurance policy effect: if they do not deliver, you can't blame the GC, as he arguably made the best possible choice by choosing the best possible firm. If he had chosen an independent firm, and if that firm had failed to deliver, then the GC could easily be blamed: "Why the hell did you pick these local underdogs?! They messed it all up! You should have taken the big boys!"

A partner in a Leading national champion, and formally with a big global firm, has an interesting way of by-passing that obstacle and convincing GCs to hire him. He tells them the insurance policy story above, and concludes by subtly implying that GC who hire the big ones are weak and unsecure figures unable to stand up fot their choices. They hire the big guys, and pay their higher fees, against their best judgement,  solely for the pupose of covering their back. Strong figures, he further implies, do not need that. They are not driven by fear and self protection and, if they are convinced that the independent firm offers a better value for money, they will pick it and stand by their choice. 

This line of sales talk is reportedly effecive.  After hearing it, the partner said, many GC agree and confirm the appointment of his independent firm. Who wants to look like a weak figure in te eyes of one's lawyer? A bit manipulative, and not always justified, but apparently effective...

Antoine Henry de Frahan | 2 November 2011 |