In the previous post, I identified five characteristics that I am seeing impacting which law firms are jumping out to an early lead in the battle to lead the way among bankruptcy and reorganization practice groups. Below is the second group of five.
Again, you can use the ten characteristics to score yourself, as well as a competitor(s), by using a ten point scale for each area. Of course, for the scoring to be of any value, you need to be honest about your own practice and objective about that of your competitor(s).
6. Aggressiveness of Pursuit of Niche MarketsThe national legal market for bankruptcy, reorganization and restructuring services is very, very large. As such, it is comprised…like any large market…of many sub-markets, or niches. The winners will be those firms that proactively target worthwhile niches and aggressively pursue becoming the market leader in those niches. Changed market conditions are presenting all kinds of relatively new niches (e.g., Municipal Restructurings, purchased of toxic assets through innovative private/public “partners, “etc.) and those that penetrate new markets first (and serve them well) will be able to sell subsequent assignments based on their on-point experience in an industry, or with a certain kind of restructuring. Those who wait for the business to come to them are going to be disappointing their fellow partners and their managing partner. Disappoint big time!
7. Skilled at New Business PursuitBecause of the speed and suddenness with which cases will close-up, the winners will have the discipline to be continually market focused (#5 from the
previous post). And, they will hone their business development skills. The business is out there, but the competition will be as ferocious as ever seen. The survival of firms will (sometimes) be at issue. The winners will be using all the latest tools and techniques, the losers will be doing dinosaur dances to get new matters.
8. The New "Power Differentiator" In a recent post geared to all types of Restructuring professionals, I wrote about how I see an
emerging trend that client and matter selectivity will be a power differentiator. Investment bankers, consultants and lawyers, all need to be skilled at selecting the cases they will accept. All business is not good business. The key is to backstop aggressive marketing with very smart intake controls (including careful conflict analysis [desperate people will fight desperately]).
9. Provider of Great Service and Great ValueWinning new business is great. But, for that winning to really pay-off, the service after the sale must dazzle clients, and the other parties involved in the case (each of whom is a potential future business generator). I am amazed that in this economy there are restructuring attorneys who are frustrating their clients with their lack of responsiveness (seemingly not understanding that client communication expectations have changed since the last downturn due to technology changes).
And, great service is only half of the challenge. The winners will also dazzle with respect to value. They will understand how the client perceives value and will then be proactive in exceeding client expectations. The losers will milk the cases that they have out of fear they will not get additional cases, thereby creating a self-fulfilling situation. Show me a restructuring lawyer worried about his chargeable hours, and I will show you someone who will not be adequately focused on the cost/value being experienced by the client.
10. Focused, Agile, and FastIn every industry, markets are changing rapidly. Any business using an old playbook is in deep trouble. These are unique times.
The winners in the legal restructuring market will, like in every market, be firms that are focused, agile, and fast. Focus is needed because the buying patterns and even the buyers are changing so quickly. Without focus, a practice group will miss emerging patterns of where the business is and how to best get the business. Agility is needed because of the speed at which matters will come to an end,
submarkets will change, competition will change, etc. The winners will be those that are fast and that can adjust quickly. The losers will be those dinosaurs talking about cases they did ten and twenty years ago, or the way things were done in the last downturn.
* * * * *
Some of the ten characteristics have long defined the winners in the legal restructuring market. Some are new. Few firms will score well on each and every characteristic, but those that score well in most of the characteristics will enjoy the fruits of a strong market.
So how does your practice group score? And, how do you compare to your prime competitors? More importantly, what are you and your colleagues prepared to do to elevate your game?
For all but the few remaining bankruptcy boutiques, the quality of the performance of a law firm’s restructuring practice will have a very significant impact on the performance of the firm for the next three to five years. Full service law firms without strong restructuring practices are in for some tough, tough sledding. On the other hand, a great restructuring practice will enable a firm to rebuild their other practice groups for the very different economy that will emerge with the next upturn.
Lions and dinosaurs. Firm winners, and firm losers.
The choices are yours! Choose wisely!!
This concludes this five part series that started here. If you have a friend(s) practicing at a Restructuring legal group, you may want to share this series, which will either be comforting or a helpful wake-up call. I believe strongly that this country badly needs the entire Restructuring profession shining. Washington just does not have all the answers! Some might even question whether they have any of the answers.