On June 21, 2024, during the Summer Solstice, the “Jixinghui” Issue 10 – Youth Lawyers’ Growth Strategy Event organized by the Longan Guangzhou Youth Lawyers Department was successfully held. This event invited Lawyer Zhou Wenyi, a partner at Longan Guangzhou and head of the Digital Economy Department, Lawyer Cai Mengfei from Longan Guangzhou, and Lawyer Zheng Zhongkang to give specialized presentations. Lawyer Chen Luowei, the secretary-general of the Longan Guangzhou Youth Lawyers Department, served as the host of the event.
Lawyer Chen Luowei
Secretary-General of the Longan Guangzhou Youth Lawyers Department
Lawyer Chen Luowei mentioned that the Youth Lawyers Department is a platform dedicated to promoting cooperation and exchange among young lawyers. This event originated from an in-person internal exchange. Considering that expanding client sources is a concern for all young lawyers, after coordination with three outstanding lawyers—Lawyer Zhou Wenyi, Cai Mengfei, and Zheng Zhongkang—it was decided to organize a theme presentation on “Youth Lawyers’ Growth Strategy” for all young lawyers in the firm. Lawyer Zhou Wenyi will speak on attracting clients, Cai Mengfei on closing deals, and Zheng Zhongkang will share his professional experience on professional labeling, hoping that this event will help young lawyers expand their client base and clarify their professional directions.
In the first session of the event, participants formed groups to introduce themselves and establish connections, thereby enhancing their understanding of each other’s roles within the firm.
Special Presentation
Lawyer Zhou Wenyi
Partner at Longan Guangzhou, Head of the Digital Economy Department
During the special presentation session, Lawyer Zhou Wenyi discussed how young lawyers can attract clients. She covered two aspects: “How to make clients know you” and “How to gain their trust.” Lawyer Zhou first explained the differences between brand, market, and sales. A brand focuses on establishing a professional image and increasing visibility and goodwill; the market involves reaching out to clients; sales refer to achieving deals with specific clients. The first two are related to marketing, while sales are the most important step after attracting clients—closing deals. Then, Lawyer Zhou explained how to make clients know you, including self-introduction, defining personal labels, and acquiring clients through both online and offline channels. She also analyzed the decision-making process for building client trust from both a client’s perspective and a lawyer’s perspective, and suggested implementing these strategies through social media marketing, organizing events, writing articles, improving product capabilities, and providing high-quality services. Lawyer Zhou also mentioned combining the professional methods discussed by Lawyer Wu Rangjun, using “three-in-one,” “three-dimensional integration,” and “addition, subtraction, multiplication, division” to enhance professional skills. She also addressed issues related to attracting clients through events, social media, and social circles. In conclusion, Lawyer Zhou emphasized that gaining clients’ trust requires paying attention to their emotional feelings and putting clients first. Finally, Lawyer Zhou used the short-form drama industry as an example to explain how to attract clients through小红书 promotion, official accounts, events, and industry endorsements.
Lawyer Cai Mengfei
Lawyer Cai Mengfei presented her presentation on “Stories of Closing Deals for Young Lawyers.” She started with the challenges of closing deals and suggested establishing basic steps for doing so. She recommended assessing potential clients based on their willingness and capabilities, emphasizing self-introduction, enhancing the firm’s reputation, and using industry endorsements to build trust and break the ice. She also explained how to set prices and develop pricing strategies. Finally, she used two real stories of closing deals to suggest using learning and summary tools, building a knowledge base for maintaining client relationships, improving client management, and regularly reviewing processes.
Lawyer Zheng Zhongkang
Lawyer Zheng Zhongkang presented his presentation on “Labeling and the Growth of Young Lawyers – My Labeling Plan and Practices.” He first introduced his own labeling efforts and explained his exploration in labor law services from four aspects: comprehensiveness, personalization, professionalism, and productization. He also discussed why labor law is chosen as a professional label, as well as his own labeling plans and attempts to productize legal services. Regarding productization, he developed a special annual legal service product for employers in industries with high workplace injury risks. He also mentioned that professional labels can lead to more opportunities for collaboration, better professional development, more confident practice, and clearer marketing strategies. However, he noted that labeling can also create a sense of monotony and reduced flexibility, and it may hinder professional barriers. How can young lawyers choose labels? He suggested using their professional experiences, starting with industry and professional labels, selecting labels with high demand and low professional barriers, and avoiding homogeneous competition through differentiated labels. They should also focus on emerging markets.
Roundtable Session
During the interactive session, under Lawyer Chen Luowei’s leadership, Lawyer Zhou Wenyi, Cai Mengfei, and Zheng Zhongkang discussed preparations for closing deals (professional and business preparations), client communication, client due diligence, intermediary resources,小红书 marketing, and how to identify potential clients.
The “Jixinghui” Issue 10 – Youth Lawyers’ Growth Strategy Event by the Longan Guangzhou Youth Lawyers Department provided detailed and specific insights on attracting clients, closing deals, and creating professional labels. This event attracted many young lawyers from within the firm, helping to improve their skills and facilitate client acquisition. In the future, Longan Guangzhou will also hold special presentations on online marketing and building personal brands, aiming to support the professional development of young lawyers.