New Partners: Say "No" to Boost Your Brand and Grow a Healthy Practice
- Matt Plavnick
- Jul 27
- 3 min read
New Partners: Ask three questions before you accept [_____] new matter.
Is it the right work at the right level?
Is it work you would like to repeat?
Does saying yes to this matter really make you happy?
Revenue pressure is intense. So is the drive to be self-sufficient. These conditions make saying yes too quickly a real risk to the health and growth of your practice.
Read on for insights that may help you see when an informed “No” is the right choice for your practice and your brand.
Question 1: Is it the right work at the right level? If too junior, then by taking the matter you are telling the world that you still see yourself as a less experienced lawyer than you are. Sure, you’re helping, but you’re also training clients to think of you for those types of matters.
If you recognize this scenario, practice the following: “Thank you for thinking of me. I suggest you try [______] for this matter. Would you like an introduction?” You’ve just declined the matter graciously without using the word “no.” And by offering a referral, you’ve been helpful—to two people!
PRO TIP: Seize the marketing moment! Follow up with, “Right now I’m focused on [x, y, and z] types of work. Would that be valuable to you or your colleagues?”
Conversely, if a matter requires more experience than you have but you think of it as a “stretch assignment,” pause. Beware, hubris.
Remember, it's a good thing to show clients that you play well with others. Involving a more experienced lawyer as advisor (and potential seasoned hand if things go sideways) shows that you have the client's best interests at heart. You may give up a little now, but you will gain much more over the life the client relationship as a result.
Question 2: Is it work you want to repeat? For whatever reason, you are thinking about taking the work. Maybe the dollars are good. Maybe the person asking is a friend. These are both fine reasons to say yes, even if the matter doesn't excite you.
Ask this: Is this a potential steady revenue stream or area of law that it makes sense to stay involved in? In other words, does it help you meet another goal, or would you like to be known for this work even if it's not the most exciting work you do?
If yes, excellent! Accept and move forward. Perhaps work with your marketing team to weave it into your practice platform at an appropriate level.
However, if you don't want to do this work again, beware of taking it in the first place.
Risk 1: Training clients to think of you for this work.
Risk 2: Clients describer to others as “the [_____] lawyer,” even if that’s not your intent!
Question 3: Does saying yes to this matter really make you happy? Even if the work screams “too junior” and the matter is not one you want to repeat, you may still have reasons to take it. If it truly makes you happy to handle this one-off matter, okay. That is a fine reason to accept the work.
But if the answers to Question 3 is "No," then why are you really considering taking it on?
If the only answer is "Because it's available," steel yourself. Don’t do work that doesn't excite you or help you achieve other goals. It will become a time and energy drain that drags down your brand. After all, it’s your passion, creativity, and energy (however those manifest when you are at the peak of your powers) that attract clients. Without these, you are just another fungible lawyer.
The Power of No: There will always be [_____] matters vying for your attention, energy, and most importantly your time. If those matters only help you generate one-time or short-term revenue, what is that doing for your practice?
Want to know what screams to the world that you have a healthy practice? Declining work that does not excite you. When done right, there is tremendous brand power in saying no. It might just be the key to a healthy, thriving practice.
