Tuesday, October 02, 2012

One review of David Cheyne's visit to the Commercium Colloquium

Robin Porter (GDL 2012/3) reviews the 01/10/2012 visit of David Cheyne, former senior partner of Linklaters LLP:

David Cheyne, "the most senior corporate lawyer in Linklaters", outlined the common misconceptions that would-be solicitors suffer from regarding the important features and acquisition of 'commercial awareness'. He stressed that commercial awareness should stretch beyond simply being able to comprehend a company's accounts, explaining that a large client firm will be far more interested in your ability to spot holes in a contract, and your comprehension of the size and nature of deals it is involved in. Commercial awareness means having an understanding of what factors the client is concerned with and looking for in a deal, not necessarily what you are interested in personally, understanding the personality of a client, what they hope to achieve, and the strength of your client's position so as you are able to negotiate on their behalf with good knowledge and full confidence. Knowledge of the business of a firm, for instance what materials it produces and how, is certainly of benefit to both of you as an understanding of the client's business will help you understand their negotiating position.

Cheyne also explained that a strong grounding of commercial knowledge would also aid the solicitor in situations where he may have to explain why a deal may take a long time to be executed, thus enhancing understanding between solicitor and client and perhaps leading to higher respect from the client as well as increased client loyalty and perhaps better remuneration for the lawyer's firm. An understanding and interest in market forces would also, according to Cheyne, make you a more innovative and therefore a far more valuable lawyer. With a wide experience of commerce, a solicitor might spot new ways to meet clients' needs which might not have occurred to him or her if they had merely followed the law.

Cheyne pressed home the importance of good commercial awareness by emphasising how it could personally benefit the solicitor. He explained that with full understanding of the subject matter of a case one is working on comes a greater sense of fun and excitement at the prospect of the completion of the deal. Good knowledge allows for great engagement with the deal and an excitement which you will remember long afterwards with a sense of pride and that your client will remember with a greater sense of loyalty to a solicitor who is genuinely interested in their business — something that the client is naturally very interested in too.

Cheyne kindly went on to answer a number of questions posed by the audience: -

One such question was an enquiry as to what Cheyne believed to be the most important quality of a lawyer. He answered by explaining that a lawyer should be able to provide advice in a succinct but honest and informative fashion. A model he put forward was that when informing a client, a solicitor should state that "the problem is this", "the solution is/probably is this" and then write a paper going into further detail. As a lawyer you should be able to put your head on the block and express a view, Cheyne suggested, and most clients do not want a two-handed lawyer, but rather one willing to take a risk if they think they are right and if they are then it is these lawyers who will achieve great loyalty from the client. A lawyer who ums and ahs and hedges their bets will have their answer devalued as the client will perceive that the solicitor has not considered what the answer to their query actually is. On a cautionary note however, Cheyne warned that if a lawyer genuinely does not know an answer then they should not be afraid to state as such.

Another member of the audience questioned the value of secondments in large firms. Cheyne was quick to rise to the defence of secondments against the perception that lawyers who are sent on secondments for any great length of time are often forgotten about by their firm, thus dashing their hopes of career progression. He pointed out that the practice gives a solicitor a better perspective, even as a trainee (although the real value may come when a solicitor is a little more experienced). Anything out of the office is helpful in broadening the experience of the solicitor, allowing them to see the world from somewhere other than London and invariably proving perceptions to be wrong.

Finally, Cheyne left his audience in with no uncertainty as to the two key features that make a great trainee: enthusiasm and commitment. According to Cheyne, a great trainee never turns down anything they're offered and tries to do everything, thus contributing to a good office environment and meaning the trainee is well liked in return. Cheyne emphasised the resulting benefits for the trainee, as enthusiasm and commitment are more likely to be met with more interesting work later on, handed to them by grateful partners. These two simple personality traits, coupled with strong commercial awareness and a willingness to pick up as much information as possible along the way, seem to make up the kind of trainee that would find a happy home at Linklaters.

Sunday, August 12, 2012

Secretary's introduction to the alternative business structure

Sahar Khan (Commercium Colloquium's Secretary), GDL 2012/3

In the recent chaos of application deadlines, careers workshops and assessment days, you may have found yourself buried under the research of not only firms, but also trending issues and reforms in the legal sector. The ABS is one such matter.

So you’ve heard of it, you say? No surprise there. Understanding the ABS is not only essential for the budding solicitor, but armed with this knowledge you could gain a few brownie points with the interview panel too. Commercial awareness is not just about knowing what your dream firm is up to, but really getting to grips with the problems which any business, and indeed law firm, faces in today’s climate.

This post will provide a digestible introduction and breakdown to the topic of ABSs, taking you through the ins and outs on a basic level. So, to begin...

What is an ABS?

Good question...

According to the Law Society, an ABS is “a regulated organisation which provides legal services and has some form of non-lawyer involvement.” This involvement can either be at the management level e.g. as a partner, director or member; or as an owner e.g. an investor or shareholder.

A firm can be labelled an ABS if the manager is a non-lawyer, or has an ownership-type interest in the firm. An outside body can also direct the firm and again, hold an ownership-type interest in the firm. Control by a minimum 10% of non-lawyers is the requirement to qualify as being an ABS. A ‘non-lawyer’ is a person who cannot carry out legal activities (under the Legal Services Act 2007).

The 6th of October 2011 saw the implementation of these changes, allowing non-lawyers to invest in law firms, and furthermore, own them. The limit of the number of non-lawyers managing a firm has also been removed. In the future, legal disciplinary practices (LDPs) with non-lawyer managers will be regulated as ABSs. The LDPs with lawyer managers only may remain the same.

SOME BENEFITS OF BECOMING AN A.B.S.
1. The increase in potential partners, members or directors, means that equity can be raised from a broader spectrum of peoples, such as non-solicitor employees and other professionals.
2. The ABS notion attracts much legal talent from outside the firm. Non-solicitor employees can be rewarded with partner, member or director status, providing a direct stake in the firm. The scope for high-performing non-solicitor employees, as a result, is very promising.
3. By being an ABS, a firm may be able to provide a greater number of services to the public than they would have through an ordinary law firm.
4. Becoming an ABS would also diversify the range of legal services capable of being provided, either as a “one-stop shop” or by “consolidating a specialism in a particular area of the market” [Law Society].
5. Equity can also be raised from outside the legal sector, allowing firms to attract new investment from markets normally outside of their practise areas. The idea that a firm could so easily host different markets is both attractive and profitable, without the need for non-lawyer involvement at the management level.

POTENTIAL RISKS IN BECOMING AN A.B.S.
1. Non-lawyers will have an impact on the culture of the firm, changing perhaps its image or philosophy.
2. The firm’s new business plan may involve risky outcomes in the future, or gambles.
3. There is room for error. Non-lawyers may not always understand the culture and obligations of solicitors and existing partners.
4. Would becoming an ABS change the firm’s perceived risk profile? According the Law Society, “the SRA does not believe that ABS are inherently more risky but changes to your firm may still alter the perceived risk. This may alter the way a firm is regulated by the SRA under its new system of risk based regulation and the ability of, and terms on which, a firm can obtain professional indemnity insurance.”
5. Not necessarily every firm will want to deal with overseas markets, and indeed many foreign jurisdictions are not yet welcoming the ABS.

Understandably, inviting a new owner to a firm would be a complex matter. What is the level of control they will hold? What is the purpose of the new market investment? Will the owner interfere with the firm acting in the best interests of the clients? There are pros and cons to becoming an ABS, which must be understood by any law student considering this topic, and once you have done so, it is wise to be able to apply the theory to your prospective firm. Interviews will often end in asking whether you have any questions – use this to your advantage! Show that you know what the organisation is dealing with, contemplate their potential competition, and seize the opportunity to flaunt why they should hire your well-informed self! Times are changing, and it is only natural for law firms to want to be able to get ahead, with fresh talent and sharp business minded employees.

So, I hope that this basic introduction equips you with the necessary knowledge to empathise with law firms in the current market, and understand their needs and concerns. My advice from here would be to keep up to date with the latest news on mergers and to keep an eye on the opening of new departments in any firms that interest you; you never know which field may suddenly become an option in your career ahead.

Wednesday, July 25, 2012

Treasurer's introduction to commercial awareness

Tom Mason (Commercium Colloquium's Treasurer), GDL 2012/3

Commercial awareness: ‘an understanding of the economy and business issues which affect both the firm and the client’

• You can find commercial relevance and legal relevance in everything around you.
• Commercial awareness means you have an informed interest that allows you to decode events.
• You must have an opinion - be a feature writer, analyse, interpret, have an opinion. Do not simply narrate.

Commercial awareness includes understanding: -
• Key issues facing the business of a law firm and client
• The macro-environment, including: -
o Business events – mergers, acquisitions, losses and gains
o Political and global events.
• Interpretation and representation of personal experiences from business perspective

Commercial awareness isn't: -
• Using jargon
• Last-minute cramming of the FT
• Blindly quoting deals from the firm’s website without analysis and understanding
• Making sweeping statements about the economy without backing it up

Issues include - marketing, competition, customer service, costs, values.

What the firms say: -
Eversheds - Identify with a client's business and the particular commercial situation in which the client finds himself/herself. (Reflects focus on client service.)
Wedlake Bell - Understanding Wedlake Bell and its position in the market can demonstrate commercial awareness.
Nabarro - An awareness and understanding of what is important to our clients (current and future) and to the firm.

How do employers test for commercial awareness?
• At every stage
• Application form: -
o Questions about impact of commercial events
o Work experience (not just legal)
o Extra-curricular activities
• Interviews - 'Would this person help or hinder?', 'Is he thinking about the implications?'
• Assessment centres

Examples of questions: -
• 'How do you keep up to date with what is going on in the business environment?' - Make sure you know everything you say you read.
• 'What changes have there been in the legal sector recently?' - The legal sector is a huge beast, so prioritise what's important to them.
• 'What are the main risks facing the legal sector or our law firm?' Risk is both a danger and an opportunity.
• 'What would you do if you were a managing partner?' - You don't have to come up with something new or something they agree with.
• 'Tell me about a company you think has been successful. What are the reasons for its success?' – Doesn’t matter which company as long as you provide sound analysis.
• 'Tell me about a particular business story you have read about recently. What impact does it have on the legal sector?'
• 'Identify a current commercial issue which has attracted your attention recently. Why do you consider it to be significant? Who are the key stakeholders in this situation and what are the implications for those concerned?' – Answer all parts of question, focus on assessment and implications. Make sure it is something you can give justice to in the words available.

SWOT: Use this system to assess a company, a sector, of even yourself.

Strengths
Weakness
Opportunities
Threats


PESTLE: What are the factors impacting on this firm?

Political
Economic
Social
Technological
Legal
Environmental


Questions to ask of an organisation: -
What products or services does this organisation provide?
Who are these products/services targeted at?
Who are the key players in this industry or sector?
How is this organisation structured?
How does this organisation view itself? What is its ethos/culture?
What are the key strengths/weaknesses/opportunities/threats facing this organisation?

How do you make yourself more commercially aware?

Previous and current experience: -
• Paid work
• Legal work experience
• Extra-curricular activities

Such activities can provide insight into business: -
• How a business operates/is structured
• How a business is marketed
• The importance of client relations
• The role of people (CEOs, etc.)
• How income is generated
• How to be cost effective/utilise resources
• How the ethos/culture impacts
• How factors contribute to success/failure
• Who the competitors are
• The strengths/weaknesses and USP
• Changes you would make

Personal interest/reading: -
The Economist is excellent, but make sure you don’t simply repeat their opinion pieces.
• Research individual firms.
• Broadsheets: read one everyday – The Times Business section, The Financial Times, etc. Make sure you read at least the top, business, UK and world news every day.
• Look for blogs and commentators you find interesting – for example Nils Pratley.
• Legal press – The Lawyer, Legal Week, Law Society Gazette (the In Business blog)
BBC Business NewsRobert Peston (business) and Stephanie Flanders (economics)
Today programme; Channel 4 is good for depth; Newsnight is worth watching.
• Books: -
o All you need to know about commercial awareness – Christopher Stoakes
o All you need to know about the City – Christopher Stoakes
o Too big to fail – Andrew Sorkin
o All the devils are here – Joe Nocera and Bethany McLean

College of Law: -
• Mentoring scheme
Business Game
The Forum – choose speakers
Pro bono
• Employer presentations
• Start your own student society.

What you can do right now: -
• Reflect on your own commercial awareness.
• Identify any gaps.
• Find ways which you find easy to fill those gaps.
• Think about the commercial situations of organisations you want to apply to.

This piece was based on notes taken in the Careers Centre Manager Tim Bradshaw's workshop on July 17 2012.