Trainer's Manual for The Law Firm Associate's Guide to Personal Marketing and Selling Skills

Catherine Alman MacDonagh and Beth Marie Cuzzone
$48 CBA Members, $60 Non-Members

The Trainer's Manual illustrates how to best structure the sessions and use the main volume to facilitate group training sessions.

This is the first volume in ABA's new groundbreaking Law Firm Associates
Development Series, created to teach important skills that associates and other
lawyers need to succeed at their firms, but that they may have not learned in law
school. This volume focuses on personal marketing and sales skills. It covers creating
a personal marketing plan, finding people within your target market, preparing for
client meetings, "asking" for business, realizing marketing opportunities, keeping your
clients, staying in touch with your network inside and outside the firm, and more.

Many law firms expect their new associates to hit the ground running when they
are hired on. Although firms often take the time to bring these associates up to speed
on client matters, they can be reluctant to invest the time needed to train them
how to improve personal skills such as marketing. This book will serve as a brief,
easy-to-digest primer for associates on how to develop and use marketing and
selling techniques.