7 EFFECTIVE WAYS YOUNG LAWYERS CAN ATTRACT CLIENTS IN NIGERIA.

By Elton Chizindu Mpi, Esq.

The RPC does not really favour young lawyers due to the fact that lawyers are restricted with respect to advertising and marketing themselves. Most professions advertises and solicits for work, even in the legal profession of some countries. However in Nigeria, the approach to this is different.
Advertisement is a notice or display advertising a thing or something whilst solicitation is to accost someone and offer ones services.
Most lawyers thrive on goodwill and the reputation they’ve built for themselves. Succeeding as a young lawyer in Nigeria takes time and is largely dependent on how many clients you have as well as the value of these clients.

The RPC allows advertising only when
(a) it is fair and proper in all the circumstances and if
(b) it complies with the provisions of these Rules.
The Rules provision for advertisement above is an irony, looking at the form of advertisements which is prohibited by the rules, it can be inferred that the Rules did not even intend for legal practitioners to advertise their work or themselves. What form of advertisement would be fair and proper where the main aim of advertising in any profession or business is to make statements about the quality of their work, success rate etc and this is what the Rules prohibit.

Rule 39 (2) of Rules of Professional Conduct 2007 provides that a lawyer shall not engage or be involved in any advertising or promotion of
his practice of the law which –
(a) is inaccurate or likely to mislead;
(b) is likely to diminish public confidence in the legal profession, or the Administration of
Justice, or otherwise bring the legal profession into disrepute;
(c) makes comparison with or criticizes other lawyers or other professions or professionals;
(d) includes statement about the quality of the lawyer’s work, the size of success of his
practice or his success rate; or
(e) is so frequent or obstructive as to cause annoyances to those to whom it is directed.

 

This Rule goes further to prohibit soliciting, Rule 39 prohibits soliciting by
(a) by circulars, handbills, advertisement, through touts or by personal communication or
interview.
(b) by furnishing, permitting or inspiring newspaper, radio or television comments in relation
to his practice of the law;
(c) by procuring his photograph to be published in connection with matters in which he has
been or is engaged, or concerning the manner of their conduct, the magnitude of the
interest involved or the importance of the lawyer’s position;
(d) by permitting or inspiring sound recordings in relation to his practice of law; or
(e) by such similar self-aggrandisment.

 

It is believed that where there is a breach of advertisement, the noble and sober nature of the profession will not be maintained since success now depends on effective advertisement and not on competence. The rationale for adverts is that it tend to berate or belittle other members of the profession. It creates unfair attraction of business. Briefs will now depend on the financial capability of the lawyer to engage the best form of advert. Unhealthy competition and rivalry will be created and dignity of the profession would be eroded by such practice.

 

With these Rules put in place, it would be difficult for a young lawyer to attract clients, since most clients like to go for lawyers who are famous, enough goodwill and experience.
However there are ways a lawyer can attract clients without contravening the Rules of Professional Conduct.

 

7 WAYS IN NO PARTICULAR ORDER.

1. PACKAGING

Packaging is one of the easiest ways young lawyers can attract clients in Nigeria. Almost everyone in Nigeria is familiar with the term “packaging”. Packaging has led to the success of most lawyers in the legal profession and other business ventures. When a legal practitioner does not package himself to look big or suave, such a legal practitioner is perceived as “charge and bail lawyers”. The essence of packaging is not to be fake or tell potential clients lies about yourself. It is psychological, about the clients perceiving you as doing well and competent enough to handle their case. Clients needs to have a degree of confidence in you and this will depend on how well you package yourself. Image to a lawyer is everything and Potential clients must not think that you are poor and trying to enrich yourself with their money. You must act in a manner that elicit respect from potential clients.
Every business, company or venture needs packaging to thrive in a highly competitive market. There are thousands of lawyers in Nigeria and for you to be sought after, you must be distinguished.
For instance as a lawyer instead of entering buses, and negotiating for space from passengers with all the sweats which can be demeaning, try purchasing a car of your own, joining a colleague who has one or taking a taxi solely for you. This increases your chances of being seen in good light.
Packaging also involves your appearance and how you carry yourself. As a lawyer carry yourself with swagger and confidence. Go for shopping, buy new suilts, change your wardrobe and dress neatly.
Also go to places that are sophisticated like nice lounges, good hotels, malls as opposed to local beer parlours. Places you go or hang out will determine the people you meet and have as friends who subsequently may turn into clients.

 

2. COMPETENCY

This is the hallmark for getting clients as a young lawyer. Packaging and getting clients would be of no essence when you are not competent enough to render good services to the clients. In fact being incompetent at your job would ruin your reputation and drive your clients away. You will loose a lot of referrals because nobody wants to recommend an incompetent lawyer to a potential client.
Clients can tell whether a legal practitioner is competent or not based on what they’ve heard about the performance of the lawyer. Young lawyers should be confident expecially when giving clients legal advice. Nobody is infallible including the older lawyers. Most lawyers learn even on the job and are corrected whenever they are wrong.
If a lawyer is good at what he or she does, people will recommend that lawyer to clients. The major reason why clients hardly bring big briefs to young lawyers is because they feel the young lawyers are not competent enough to handle such briefs or since the young lawyers are still young at the bar, may not have the requisite skill or experience to handle such legal works. Young lawyers should exercise competency in whatever work or case they are handling no matter how small. For a lawyer to be competent, such a lawyer must possess, expertise, experience and efficiency.

Expertise-This involves clients who require firms or lawyers with expert knowledge and skill to handle what they consider as complex and unusual matters.

Experience -This involves clients choosing one firm or lawyers instead of another because such firms are experienced in an area of law due to the reputation of the firm.

Efficiency-This involves clients with matters that can be handled by several firms but require a prompt delivery of service at a competitive rate.

3. NETWORKING AND SOCIALISING.

Meeting new people and socialising can attract clients to a young lawyer. It’s important to build your network outside of your field. For instance joining groups and networking with people from other professions. This increases your chances of being called upon whenever they require the services of a legal practitioner. Chances are you’re not going to immediately land a new client at each event you attend but it will definitely create awareness about you and what you do. Just be jovial and build relationships with people and eventually the clients will turn up. Frequency of communication builds trust. If people see you and hear from you often they will rely on you.
Get active in a trade association, social groups and organisations and not just Nigerian Bar Association. You should join an association of clients and mix with non lawyers. The bar association is for lawyers only and your clients are not likely to come from there.
You want to get in front of a room full of clients, people who can potentially hire you.
Networking outside of the legal profession is key and would greatly increase your chances of getting briefs. Don’t be afraid to talk about your work with friends and acquaintances, because they can be excellent sources of new clients.

4. TREAT EVERYONE AS A POTENTIAL CLIENT.

Treat everyone as a potential client and never look down or underestimate anybody. Do not attempt to access the level of a person and think that they are not rich enough or can never be your client.
Some lawyers may assume that the person who sells them clothes could never be their client. They may assume that someone who once asked them for financial assistance can never be their client.
Some lawyers may also size up people, For example, that a carpenter or plumber cannot be their client simply because they think they cannot afford them but that plumber or carpenter may be the son of a very wealthy man who can afford to sponsor any case.
Whatever you are doing and whomever you meet, you need to realize they represent potential business for you or your law firm. In life no condition is permanent, the person you think can never be your client simply because they are poor or unemployed can rise to be the CEO of a big company, the Local government chairman of your state, a commissioner or even a top business man.

Every time you meet someone, they are a potential client. How you act towards others will also determine whether they are likely to be your client in the future. Always be nice and friendly to people you meet on daily basis, the sales attendant, the vendor, or even market women. Also do not take your family members and friends for granted, they are going to probably be your first briefs as a legal practitioner.

Relatives can often be a great source of attracting clients to you. Your family will tell people you are a lawyer. Even before you were called to bar, your family and relatives were already calling you “barrister” and telling everyone you are in law school.
They love to tell people you are a lawyer and will recommend you whenever the services of a lawyer is needed or when they know a friend who needs a lawyer.
Getting clients as a lawyer happens naturally.
Your next client can come from anyone, anywhere.
Furthermore Frequent communication builds trust. If people see you and hear from you often, they will rely on you.

 

5. HANDLE PRO BONO CASES.

Many young lawyers dread PRO BONO cases as they tend to feel it is not helping them grow as legal practitioners because they do not charge fees for such cases. This notion is not true. PRO BONO cases helps you build your expertise and gain experience. These cases gives you some form of relevance and creates strong awareness about you to potential clients and the society. As you make court appearances, there is a strong presumption that you are doing well, that’s why you actually have cases. Litigants will not know such case is pro bono and this will give you an advantage and leave an impression in their mind that you actually get briefs and hence must be good at what you do.
Handling pro bono cases can also be an opportunity to prove that you are competent to handle cases and can exercise expertise and skills adequately
Getting pro bono cases is not difficult. There are a lot of inmates in prison who have been incarcerated awaiting trial. Some have no legal representation. You can elect to take on these cases, as these people will become your clients. You can also handle human rights cases, rape cases, or partner with non governmental organisations. These services may not pay off now but would eventually pay off in the future.

 

6. UTILISING SOCIAL MEDIA.

Utilising social media and professional platforms are also effective ways of attracting clients to lawyers. Some of these social platforms are LinkedIn which allows professionals to update their professional qualifications, work experience and information. Millions of professionals are using LinkedIn to network and create business opportunities; however, a shocking number of lawyers are not taking full advantage of the platform. It’s not just a platform where you connect with professionals from your field but people from other fields too. Just like networking and socialising, you don’t need to add only lawyers to your connections, you can add also non lawyers and people from other fields.
This information about you and your profile is visible to the user’s connections and followers. It creates exposure for the lawyer as some of these connections are likely to engage the services of such lawyer whenever they deem it fit. Other sites where the lawyer can attract clients include Facebook and instagram. The legal practitioner is not to beg or solicit for clients on social media but simply creating an online presence.
Another way a young lawyer can utilise social media is through blogging.
Lawyers can write articles and blog about law related topics and general guide on certain legal issues. Chances are that some of the readers of such legal blog are likely to engage the services of the lawyer in cases where the procedure is incommodious for them to handle themselves. Law blogging also creates an impression that the lawyer knows what he is doing and competent with respect to some certain issues.

7. BE  AVAILABLE ALWAYS.

As a young lawyer you need to give potential clients and people you meet daily the impression that you are always available and willing to work. Clients are more likely to engage the services of a lawyer who they believe are available and easily accessible than lawyers who clients believe are too busy and won’t render legal professional services to them timeously. Being at the right place at the right time can also attract clients to lawyers. Sometimes clients do not come to the office to look for lawyers and when they do, the case will belong to the law firm and the principal will dictate how the case would go. For a young lawyer to have personal briefs, they must be at the right place at the right time. For instance a lawyer cannot be in the law office of his principal and collect personal briefs but such lawyer can get personal briefs in courts whether in form of overnight cases, or direct services. I was in court one day, after I finished my case, I proceeded to the registrar’s office to file some documents. I decided to rest a little while in one of the offices. Subsequently a man walked in asking if am a lawyer and that he needs the services of a lawyer. I did not anticipate to get a client that day but I was at the right place at the right time.
Young lawyers must be itinerant and position themselves strategically if they want to attract clients rather than staying in one place.
From my experience, lawyers who go to court are likely to get more clients than those who don’t or those who sits in the office and do paper works. When you have time to practice, go to court, clients see that you are available.

For a proper guide on how to be a successful lawyer, purchase my ebook on Amazon titled “Rich lawyer, Smart Lawyer”. It is very affordable and can be purchased at the link below

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