Law Times

Law TiMes • March 3, 2014 Page 5 www.lawtimesnews.com ollowing the collapse of Heenan Blaikie LLP, lawyers who have now settled into new positions should strategize about taking their clients with them, according to a le- gal marketing expert. Whether they're joining another big law firm or hanging their own shingle, marketing consultant Mary Ann Freed- man says lawyers should reassure clients stunned by the firm's collapse and work on maintaining business ties. As Heenan Blaikie prepared to close its Toronto office on Feb. 28, its former law- yers continued to strike deals with other big law firms, including nine who recently joined Fasken Martineau DuMoulin LLP in Montreal, eight who went to Langlois Kronström Desjardins, and another 13 who moved to Lavery de Billy's Montreal office (lawyers in Sherbrooke and Trois- Rivières, Que., have also joined Lavery de Billy). Last week, Dentons Canada LLP confirmed it has hired a total of 46 Heenan Blaikie lawyers at its offices in Montreal, Toronto, and Calgary. Among the new announcements of partners and counsel were Wendy Del Mul and Allen Garson in the corporate group; Kenneth Kra and John Salmas in the insolvency group; and Tommaso Nanci in the infrastructure/ public-private partnership group. e firm also announced 11 new associates. In fact, since Heenan Blaikie an- nounced its dissolution last month, more than 200 out of the firm's roughly 500 lawyers have found new jobs. Usually, lawyers who brought in a client would take the file with them when they move on, says John Rider, chief innovator at Cognition LLP. "In this situation . . . I think there's a pretty orderly transition and everyone basically takes the clients they've brought in," says Rider, who served as the chief client officer for Fraser Milner Casgrain LLP, the law firm that has now become Dentons Canada LLP. "Whoever is the client-responsible lawyer would typically be the lawyer who would take that client with them," he adds. According to Rider, research has shown clients' main attachment is to in- dividual lawyers rather than law firms, something he says is difficult to change. While that may be true, Freedman says lawyers who have switched firms or are launching their own practice will have to work at maintaining relationships not just with their current clients but also those who have done business with them in the past. Clients generally keep a roster of peo- ple to go to in case of legal needs, and the impact of a dissolution may not just be on those who have ongoing files with a law firm and its lawyers, Freedman adds. When law firms collapse, clients are just as shocked as the lawyers who worked there, she says, suggesting a number of ways to maintain their business links: Be humble: "It's certainly very impor- tant that you let clients know you value and need their business," says Freedman. "Lawyers are very proud people and sometimes it's difficult to say, 'Gee, I was caught by surprise myself.' Instead of sending a mass e-mail to all clients, law- yers should personally get in touch with clients to honestly explain what happened and reassure them about their availability going forward," Freedman adds. Test the waters: If lawyers are consid- ering joining a new firm or going out on their own, it's good to see how their key clients feel about those options, Freed- man suggests. "at will give you the fuel, the really important information you need to make the decision rather than saying, 'I'm going to XYZ firm' and find- ing that your clients say: 'Oh well, I have a conflict with that firm,' or, 'ey once did work for us and we parted on bad terms and this could be very awkward for us.'" Treat all clients the same: When you're switching firms, you shouldn't make assumptions about which clients will follow you and which ones won't, ac- cording to Freedman. "I think that you'd be very surprised by the ones who will re- main with you and you may be surprised by the ones who go elsewhere." Have a consistent message: When it comes to their next move, lawyers should have a consistent storyline, according to Freedman. "You really need to maintain the positive side of things and the experience that you've had but make sure that your message is always consistent," she says. Every person you talk to is "a sales force for you," she adds, noting it's impor- tant for lawyers to ask themselves what are the key messages they'd like to get out about themselves. Build your own brand: Mould the good name associated with your previ- ous firm into your own personal brand, Freedman advises. "When you were a part of a big, reputable firm like Heenan Blaikie, the attributes — the integrity, the reputation — all come with the name of the firm," she says. "Start to build your own brand [that says] you are the same person who was at Heenan Blaikie and you are the experi- enced person." LT Advice for lawyers joining new firms Reassuring clients key to maintaining business ties NEWS Classes Starting September 2014 Part-time, Executive LL.M. program for corporate counsel, government and practising lawyers http://www.law.utoronto.ca/programs/GPLLM.html Upcoming Information Sessions: Thursday March 13 12:00 - 2:00 pm Tuesday March 25 12:00 - 2:00 pm Tuesday April 1 12:00 - 2:00 pm Thursday April 3 12:00 - 2:00 pm U of T Faculty of Law, Room FA3 84 Queens Park Crescent West, Toronto Please RSVP to reserve your seat: 416-978-1400 / gpllm@utoronto.ca UofT-GPLLM_LT_Mar3_14.indd 1 14-02-25 2:34 PM BY YAmRI tADDeSe Law Times F 'You really need to maintain the positive side of things and the experience that you've had but make sure that your message is always consistent,' says Mary Ann Freedman.

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