Saturday, January 31, 2009

The Problems with the Traditional Law firm Management Model

I received a multi-part question about law firm management, which questioned the "traditional" model which many firms use.  Here's the question:

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My premise is that the traditional system is not only antiquated, it is the cause of many of the problems and issues facing large law firms today.

I am referring to (a) the whole process of law school recruiting, (b) the "class" system for associates, (c) the "up or out" progression to partner and (d) the concept of being a partner inclusive of lockstep compensation.

(a) Law school recruiting / summer program:

This is very expensive from both an attorney time and a financial perspective.  Typically the first year class is larger than needed due to a high number of departures over the first three years.

Classes 1 to 3 are, from an actually working perspective, an unknown commodity and are being trained.  They typically start by earning $160,000 plus bonus.  Many are looking to only pay off their law school loans or aren't even committed to practicing law and often treat this period as a career determining step which accounts for the high turnover.  Considering all the firm investment in these attorneys they aren't usually profitable to the firm till the third year by which time many have already left.  In addition, a growing number of clients are refusing to pay for these associates as their billing rates far outstrip the level and often the quality of work they perform.

Proposed solution:  First, maintain a pool of staff attorneys and document analysts to perform the low level routine (years 1-3) type work.  Made up of part-timers, those wanting a home/life balance (1,800 hour requirement with bonuses paid for hours in excess) and those from second and third tier law schools but with previous work experience.  Hired laterally with no pretense for marked advancement thus there being reduced expectations.  Provides a well paying prestigious job for attorneys otherwise not able to work at large major firms likely resulting in dramatically reduced turnover than currently exists with law school recruits.  Treated as paralegals are treated, quasi administrative/quasi professional staff.  Paid less than 1 to 3 year associates and bill out at less as well which makes clients happy.

Also, hire laterally attorneys with 3  years experience with excellent backgrounds and slot them into "levels" 1 through 5.  Let someone else recruit and train them!  Once an attorney has 3 years of experience they are a much more stable and valuable asset.  We will pay greater than market as well as guarantee partnership.  Therefore, we will target only "A" quality attorneys.  We will also be able to command top dollar for these attorneys since they are all top rated and will be more stable since they are being paid more than market and guaranteed partnership.  This appeals to clients knowing that they will likely be dealing with the same attorneys and not incurring transition costs associated with having to bring in new attorneys on their deals in mid stream when others leave.

(b) The "class" system.  Even though people mature and progress at different rates, under the traditional system people advance strictly based on the passage of time.  Poor performers are asked to leave but decent and average performers advance at the same pace as the excellent performers.  This causes an inequity in the allocation of work, both the type and amount, which ultimately leads to disgruntled attorneys further adding to turnover.

Proposed solution:  Progression from level to level is earned based on performance as evaluated on a semi-annual basis.  The intention is that each attorney will "graduate" from level 5 in a 5 to 7 period when joining at level 1.  Unlike the current "class" system, attorneys will progress from levels 1 through 5 based on performance, not merely the passage of time.  A minimum of 3 years experience is required for level 1.  The purpose of promotion to the next level is the continued growth and development of the attorney with increased training, responsibility and client contact.  Since partnership upon "graduation" from level 5 is guaranteed, this level ascension is viewed as more than just annual salary and rate increases but as partner building.  Since we'll be starting with "A" quality associates with at least 3 years experience, the success rate should be quite high.

(c) Up or out.

For the vast majority who don't make partner for one reason or another after 8 or 10 years, they are typically either asked to leave or invariably leave on their own if given the inauspicious title of "special counsel".  This then results in the firm's loss of investment for after training and mentoring all those years these people take their human capital elsewhere.  Sometimes to a competitor.

Proposed solution.  Upon "graduation" from level 5, partnership would be guaranteed.  This will lead to low leverage which has worked quite well at a firm such as Wachtell with leverage of just 2.51 in 2006 as per the American Lawyer and was the model in the 60s, 70s and 80s when leverage at large New York firms averaged less than 2 to 1 as per the National Law Journal.

Clearly over time partnership ranks will expand at a rate either equal or possibly in excess of our level based associate ranks.  However, this is viewed as a benefit and will enhance retention and overall performance.  The theory is that most partners will perform at a high level given their background and mentoring.  In addition, since there will be a large pool of staff attorneys not eligible for partnership the makeup of our attorneys will be the opposite of a bell curve with large numbers of staff attorneys performing the first through third year type work, relatively few level based associates and a large partner group.

(d) Partner comp.

In the traditional model, the lucky few who make partner are then compensated on a lockstep or modified lockstep basis.  Almost certainly every year a handful of new partners are made.  This results in the firm's need to exponentially grow to maintain the same leverage.  In addition, by simply converting associates to partners, there is a dilution of the profits per partner (barring an increase in business and/or rates.)  Here again there is client backlash against the ever rising billing rates forcing more law firms to grant discounts and write-offs.  Finally, lockstep or modified lockstep is becoming more difficult to maintain at most firms with rainmaker partners either wanting a greater share of profits at their current firms or willing to go to the highest bidder.

Proposed solution.  Two-tiered partnership compensated based on a meritocracy.  Since we are starting with "A" quality associates and providing partner building training and mentoring, the idea is that the vast number of those attaining partnership will be worthy.  In addition, since we will be a two tiered partnership compensated based on merit, all partners will be compensated in proportion to their firm contribution.

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OK, folks.  What's your reaction to my questioner's analysis and proposed solutions?

Wednesday, January 28, 2009

Compensation Systems: Sales Commissions

What's the latest view on paying sales commissions in professional organisations?

I’m generally not a fan, because paying a commission:

  1. Fails to distinguish between revenue and profit.  It can reward bringing in work that the organisation loses money on (or at least makes less money than other alternative uses of its scarce resources.)
  2. Fails to distinguish between on-strategy and off-strategy work.  The organisation ends up with an "if it moves, shoot it" mentality.
  3. Over-rewards the person who makes the final sale (the transaction), and under-rewards activities (for example, seminars, articles, speeches) that "court" the audience and lead them into conversations that result in sales.  Consequently, it encourages an impatience that may backfire in building business.
  4. Encourages salespeople to think of their own rewards (the commission) rather than truly helping the client, and hence creates an uncaring market image that may backfire.
  5. By overstressing individual commissions, can prevent the cooperative teamwork necessary to execute a full coordinated marketing program.  Instead, the sales efforts are no more than the (weakened) sum of a lot of individual efforts, none of which has the impact to make a big difference.

In spite of these concerns, sales commissions are still common in a lot of professional businesses.  In some, such as real estate brokerage or headhunting, it's at the core of how individuals are paid (X% of all revenue generated to the individual, the remainder to the firm.)

And, as firms (in, say, law and accounting) try to get their junior professionals involved in generating business, I see them experimenting with paying those juniors a percentage of what they generate.

What do you think about all this?  Are sales commission systems good in a professional business context?  If not, why are they common?

Sunday, January 25, 2009

Compensation Systems

I'm thinking of writing a monograph or an article on compensation systems.  As part of it, I began a list of some of the things a compensation system needs to accomplish.  It's a long potential list of objectives -- too long, since no one system can accomplish all too many objectives -- and many of them are contradictory!!

Criteria for a good compensation system:

  1. It encourages individual initiative
  2. It encourages working for the good of the whole
  3. It helps people improve, not just rewards them when they do
  4. The decision process is seen as based on all the real facts (i.e. thorough)
  5. Inputs to the process are received from multiple constituencies (group and project leaders, clients, subordinates, peers.)
  6. The decision process is perceived as fair
  7. The criteria for differential rewards are well understood at the beginning of the year
  8. At the end of the process, people know why they got what they got
  9. At the end of the process, people know what to do (and how to do it) next year to get higher rewards
  10. It encourages people to work for the long-term, not just latest year
  11. It provides an incentive (encourages people) to stay
  12. It can reward a variety of contributions necessary for the health of the firm
  13. There is an appropriate return to those who built the business
  14. There's a chance, over time, to achieve the highest levels (i.e. no permanent second-class)
  15. It does not lock-in high rewards for past contributions that are not sustained
  16. The system discourages "cruising" (those on a high reward no longer being energetic)
  17. Timing of rewards does not put firm's cash position at risk
  18. The system does not allow or encourage "gaming" (such as hoarding credit)
  19. Individual superstars can obtain a premium reward

Which of these items do you think are most critical?  Least?  What have I left out?

Friday, January 23, 2009

Survey on Pricing

Mike Schultz of Rain Today.com sent this request:

We are conducting our next major RainToday.com and Wellesley Hills Group benchmark study on Pricing and Fees in Professional Service Businesses and we would like your input.  Please take 20 minutes to share how your firm approaches pricing its services.

You can access the survey here.

As a thank you for your time and input, upon completing the survey you will receive the complimentary RainToday.com report of your choice from the list of our most popular reports below:

  • The Professional Services E-Guide To Online PR (PDF)
  • How To Write And Market A White Paper E-Guide (PDF)
  • How To Become A Thought Leader E-Guide (PDF)
  • How To Set Appointments Through Cold Calling E-Guide (PDF)
  • Marketing Strategy, Planning, and Budgeting for Professional Services (Webinar Recording)

And, feel free to pass the survey on ... your colleagues can receive a free report as well.

Thank you for helping make this research possible.  I appreciate your time and input!

Wednesday, January 21, 2009

Focus and Diversification

Here's a question from Mike Spack in St. Louis Park, Minnesota:

"I was talking to a colleague about his employer's strategic plan.  They are a 120-person science/engineering consulting firm.  They are 100% employee owned.  Their plan says no more than 10% of the firm's receipts should come from any single sector.  This strategy blossomed from a time 10 years ago when the firm only worked in three sectors and almost went under when one of the sectors dried up.

"They now work in about 25 different sectors, many of which don't even have potential for cross-selling.  The interesting thing is they are attracting talented people in a broad range of specialties to work for them.  Many of whom have come from firms that have a small niche.  The idea of having a broad client base appeals to many engineering/science types, who are not naturally risk takers.

"This seems to strongly go against your beliefs on developing a consulting firm.  You seem to advocate having a deep, but narrow focus which requires strategically choosing who you will consult for.  Am I missing something?  Is this a viable business strategy for them since they are 100% ESOP and they are 'all in it together?'  Can they make this work or are they doomed?"

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Mike, I don't have an absolute distaste for diversification, but I do believe in "first depth, then breadth."

If you're going to have a portfolio of client sectors that you compete in, you still have to make sure that you are a credible "specialist" in each.  It's not enough to say "we can do that, too."  If you're going to attract clients, you usually have to convince them that you REALLY know the special circumstances of their sector, and are not just one more generalist.

So, this raises the question of how many sector specialties you can have and still be seen as an informed expert in that sector.  I don't know the details of the engineering/science business (since it's not one of MY specialties, ha-ha), but the numbers you give do make it seem like your friends' firm has swung from one extreme to another.  You say they have 120 people, competing in 25 sectors.  That seems like "a thin layer across a lot of things" to me.  I'd guess that, in many of those sectors, there are more focused competitors who might persuasively convince clients that they have a special interest in their sector and a special capability to serve them.

I don't disagree that many professionals like to work across client sectors (it's fun as well as risk-diversifying), but you have to balance what the provider would like to do with what the clients will pay for.

Does anyone else out there have a perspective on this?

Wednesday, January 14, 2009

Mentoring

One of the best books on mentoring that I have found is "The Elements of Mentoring" by W. Brad Johnson and Charles R. Ridley.

Here are some of their chapter headings and subheadings:


Getting to Know Your Protégé

Spend time

Identify and communicate strengths and weaknesses
Allow fears and emotions to be discussed

Expect Excellence
Set high expectations and communicate clearly

Model what you expect of others

Demonstrate confidence

Affirm, Encourage and Support
Show that you value them

Instill confidence

Kindly shed light on unrealistic expectations

Provide Sponsorship
Discern their dream

Help them with first steps

Use your status to get them opportunities

Get them to function on your behalf occasionally

Teach and Coach
Clear Instruction on expectations, roles and functions

Story-telling and metaphors

Help people understand organisational politics

Offer Counsel in Difficult Times
Provide insight, not necessarily answers

Listen, reflect feelings clarify alternatives
Validate feelings

Protect When Necessary
Recognise that protégé will occasionally suffer personal or political problems

Use protection sparingly

Stimulate growth with Challenging assignments


Nurture Creativity

Encourage innovative thought

Safe haven to experiment

Model innovation

Provide Correction -- Even when painful
Confront negative performance or behavior

Help with ideas -- don't just criticise

Narrate Growth and development
Discuss milestones openly

Self-Disclose when appropriate

Accept Increasing Friendship and Mutuality

Model work/Life Balance

Display Dependability

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What's your experience been with best practice in mentoring?  Have you experienced organisations where it works well?  What is the secret to effectiveness at this?

Friday, January 2, 2009

Ruthlessness and Charity

In an editorial in today's Wall Street Journal, Lawrence B. Lindsey, author of a new book "What a President should Know ... but Most Learn Too Late" gives the opinion that we (the electorate) should seek (as our president) an individual who is ruthless about protecting us against others, but (who) acts with charity towards all and malice towards none at home.

Lindsey acknowledges immediately that this is a tall order.

I don't know if Lindsey's opinion is (a) correct or (b) translates into the business world, but it's an interesting hypothesis about the contrast between an "aggressive, competitive" style when dealing with the external world, and a "nurturing, collaborative" style that many (including me) would advocate inside the firm.

I have a suspicion that "switching" mindsets is difficult for many people, if not most of us.  Those who are aggressive externally may have a bias towards creating internally competitive organisations, and those who tend toward the "nurturing, collaborative" style may fail to evoke the ambition and dynamism on the external marketplace needed for commercial success.

We could create a categorisation scheme of four types (of people or organisations):

  • Externally aggressive, internally nurturing and collaborative
  • Externally aggressive, internally aggressive
  • Externally nurturing and collaborative, internally aggressive
  • Externally nurturing and collaborative, internally nurturing

Which would you bet on to succeed?  Which do you think is actually most common?