During the preceding "era of plenty," typified by record setting earnings and substantial distributable income to partners, law firms grew rapidly with modest concern given to containing overhead. Plainly stated, in most firms there was plenty of cash to go around and partners were satisfied with their firm's gross revenue, profit and their net income. However, during the last twelve months the economic landscape has changed dramatically. The financial picture for many law firms, especially those firms having a “transactional” practice, is different than a year ago. Competition for the legal dollar is stronger. The expansion resulting from the steady stream of premium fees for mergers and acquisitions and other profitable transactional deals have dried up. Client billings are off, cash flow has slowed and profits are down. In many firms, partner compensation has been relatively “flat”. The “extra distributions” that partners were accustomed to receiving over the last few years have not been made this year.
The "economic euphoria" resulting from clients’ demands has been replaced by concerns resulting from a contraction of new transactional business from existing and potential clients, over-staffing of professional and administrative personnel, higher overhead, excess office space, under-utilized associates and unprofitable partners.
This article describes several strategies that firms should consider to survive a downturn.
Develop a Short Term Plan
The complexities of life during a downturn cycle requires all law firms to engage in some type of strategic planning, at least for the next year or two year. This kind of planning may be described as the process whereby a firm formulates its immediate goals and methods for achieving these objectives. When properly conceived and implemented, this planning process will enable partners to reach a consensus about shared goals, identify qualitative and quantitative benchmarks and develop an action plan that includes timetables and lawyer accountability for performance.
1. Survey Partners - The initial phase of this process calls for the managing partner or management/strategic planning committee, to survey all or a representative number of partners to obtain their perceptions about internal and external developments that will have an influence on the firm.
The issues usually addressed during this process include: (1) reassessing the firm’s objectives and current guiding principles, (2) partner/associate relationships, i.e., the ratio of associates to partners, classes of partners and partners and associates, criteria for admission to partnership, communications among and between partners and associates, etc., (3) partner satisfaction with gross revenue and net profit, individual net income, hourly and billing expectations, etc., (4) firm resources and capabilities, its perceived strengths and weaknesses, reputation and position in the marketplace and (5) the willingness and ability of attorneys to sell legal services and cultivate new prospects within the firm’s current and potential market.
2. Analyze the Firm's Competitive Position - This analysis should highlight those internal and external factors which affect the firm’s competitive position. For example, the managing partner should focus on the firm's perceived strengths and weaknesses, its competitive advantages and disadvantages and anticipated changes in the partner complement as the result of retirement, withdrawal, etc., to determine the effects these changes will have on the existing and potential client base. Also, this analysis should assess the extent to which the present partner compensation plan encourages or discourages partners to perform those nonbillable activities that are required to be performed by the partners to achieve the firm's short-term objectives. Any factors that will affect firm’s ability to attract and retain the required volume of profitable business, either favorably or unfavorably, must be considered.
3. Analyze the Firm’s Economic Position - The managing partner, assisted by the firm’s administrator should identify and analyze the following trends for at least the last two or three years: fee revenue and expenses; gross fees per equity partner; gross fees per lawyer; expenses per lawyer; net income per partner; net income per lawyer; the aged inventory of unbilled time and accounts receivable; costs advanced; the number of billable and billed hours of partners, associates and paralegals; fee billing realization; fee collections realization; the average length of time from when billable time is recorded until the fees are collected, etc. Also, the analysis should include the fees collected from the firm’s top fifteen or twenty clients, by the nature of the work performed.
While the essential fact-gathering may be readily accomplished in-house, there are situations where the firm may be better served by electing to retain the services of outside consultant knowledgeable about law firm management and economics to assist in the overall strategic planning process. For example, the firm's lawyers may be disgruntled as the direct result of management's lack of firm leadership or control over specific practice areas. Perhaps the firm has expanded too rapidly without due regard of the market. Maybe the firm has over-invested in lawyer and administrative personnel, technology or facilities. In such circumstances the partners may be more willing to discuss their views and grievances with an objective outsider who will retain the partners’ identity in confidence, rather than having a confrontation with members of firm management. The experienced law consultant can expedite the short-term planning process. Familiarity with the economics and dynamics of law practice assists the consultant with interpreting partners’ responses in view of the firm's financial and management information, procedures, economics and political trends.
4. Identify Objectives and Developing Strategies - The information obtained from
partners during personal interviews and the analysis of firm's financial, management and client data bases should enable the managing partner to formulate plans and strategies for presentation to the partners in each of the key areas that were highlighted during the analysis.
5. Increase Marketing Efforts - A firm should not wait for an economic downturn
before 's organizing and implementing practice development activities. However, in anticipation of the downturn, a firm’s marketing activities should be intensified and coordinated by a partner who functions as a “marketing czar” or by a marketing committee, rather than implemented by partners in an ad hoc manner. Partners should be accountable to the committee for their business development plans and efforts. Personal marketing plans should be developed for those attorneys who have demonstrated skills or the potential to generate new clients or to proliferate work from existing clients. Variable hourly budgets of time devoted to business development activities by these attorneys should be recommended. Their billable and marketing goals must be adjusted accordingly.
Selected partners and senior associates should be encouraged to become active in at least one professional organization or activity. Others may be encouraged to seek and fulfill appropriate speaking and writing opportunities with professional and business forums. Partners and associates should become actively involved in at least one civic, charitable or community activity. Members of the marketing committee should be available to counsel lawyers in their selection of activities and proposed commitment of time.
The marketing committee should establish, as an objective, and implement, an organized program for client development. For example, one objective may be that one-third of the firm's clients will use at least two of the firm's services. Selected partners should be designated to meet with clients having significant potential for additional profitable business, either through growth of their own operations or their ability to refer business. Opportunities for cross-selling of legal services to clients should be pursued in order to further "bond" the client to the firm. To accomplish this, partners must invest their time to understand the client's business as well as their legal needs. Partners must review with appropriate lawyers what is involved in cross-selling their legal services. Introductions of appropriate client executives to appropriate lawyers should be arranged. Partners should meet with their clients periodically to determine their legal needs. Partners should survey their clients to measure client perceptions of the firm, determine the client's expansion or contraction in particular areas of work, specify work in practice areas needed to be performed by the client and determine other areas of legal expertise the client might use if the firm had the expertise.
6. Commit Partner Time to Marketing Efforts - Much of the marketingwork cannot be done on the partner's own time. The firm must realize that marketing time is as important as fee producing time. This means that a firm must recognize that an effective marketing program may produce fewer individual billable hours, although it will increase the firm's total billable hours, fee income and profitability. It has been the author’s experience that notwithstanding their good intentions, the marketing efforts of may partners are never realized because the firm’s compensation system. Those firms whose compensation systems overemphasize the importance of increasing revenue from personal partner production, rather than increasing revenue from the generation of profitable work by partners who delegate thios work to others within the firm who are competent to perform same will find a diminution in the amount and quality of their marketing activities. Therefore, firms must be selective in determining which attorneys are best able to carry a heavier workload of billable time and those attorneys who may be most productive by devoting a portion of their time to effective marketing efforts. Hand-in-glove with this philosophy, is the notion of partner accountability to the marketing committee for time devoted to marketing activities.
7. Manage the Firm's Culture - A major component of the planning process is
the ability of the managing partner or the management committee to "manage" the firm's culture to satisfy the partners' expectations and the firm's needs and priorities. If, during the initial survey process, partners indicate that they want the firm to become larger and more profitable, they must be willing to undertake activities that will influence the future of the firm to accomplish their expectations. Specific activities to be performed by individual or groups of partners must be recommended and monitored by the management committee. Typically, it is not easy to change a firm's culture. However, partners may be more willing to modify established behavior patterns when a firm is in a crisis situation.
8. Assess the Partner Compensation Plan - As noted above, partner compensation
plans may have to modified to reward certain partners for their total contribution to the firm and to encourage them to do the things they do best, in ways they can do their best and that are in the firm's immediate and long-term interest. If a firm over-emphasizes the billable hours concept, then partners may eschew marketing or other management activities in order to record a higher number of billable hours. Partners' talents should be recognized and a well conceived and implemented compensation plan will be a positive incentive to accomplish the firm's objectives.
9. Clean-Up of Dated Unbilled Time and Accounts Receivable - The firm may
consider providing incentives to clients, such as a one-time 25 percent discount credit for cleaning-up of accounts receivable and unbilled time that are more than 180 days old. This collection may provide a cash flow stream of operating capital that may not otherwise have been available. To the extent that this plan be implemented, it is imperative that these monies be utilized to fund certain of the firm strategic planning activities and/or operations, not automatically distributed to the partners. This extraordinary action plan should be undertaken by the individual lawyers who provided the services, with the approval of the managing partner or the management committee.
10. Downsize - A contingency plan for survival should include a program for down-sizing the professional and administrative staffs. This program may be implemented over a three to nine month period. Oftentimes, firms are reluctant to terminate employees, especially at the professional level, even if that employee has not been productive or if there is insufficient client work. The timing of lay-offs is frequently as important as the decision to terminate individuals. The managing partner and management committee must consider this step carefully and weigh the pros and cons of their decision. Consideration must be given to minimizing the loss of desirable and potentially valuable employees, maintaining an esprit de corp among remaining personnel, keeping "street talk" favorable, managing public relations and explaining the retrenchment strategy to the remaining professional and administrative staff.
11. Implement the Plan - Implementing the plan is frequently the most difficult
part of the process. It is recommended that the plan be implemented through the firm's existing organizational structure, i.e., the managing partner, the management committee, the strategic planning committee, heads of substantive practice areas, etc. Individual partners should be assigned responsibility and held accountable for the satisfactory implementation of each phase of the plan in accordance with an agreed upon timetable. Partners responsible for the implementation phase should report to the managing partner, the management committee or the strategic planning committee or other group designated to oversee the planning process. Problems and/or progress should be reviewed on a routine basis. Ongoing assessments should be made to determine the most appropriate strategy to be followed. Status reports should be provided to the other partners on progress and/or problems in each phase of the plan in order to keep them apprised about the planning activities.
The implementation phase must be monitored to assess the effectiveness of the plan and to recommend that corrective action be taken, as required.
Conclusion
It has been said that during periods of prosperity law firms are successful in spite of the management abilities of the partners. However, during a recession, good lawyering is not enough. Business skills and acumen are essential. Sound management practices are required to manage the firm's resources, ensure adequate cash flow and develop and implement the marketing and planning process. As difficult as an economic downturn may be for most firms, the managing partners and management committees in the better managed firms are able to to recognize opportunities, implement action plans and assume risks that will provide their lawyers with the framework for building stronger and more successful law firms.