Chambers USA has announced its deadlines, signaling the start of the rigorous submission process which can be an overwhelming experience for everyone involved, from legal marketers to attorneys. However, there are strategic steps you can take to simplify this process for yourself and your team, while also enhancing your likelihood of achieving a favorable ranking.
1. Complete your referees first
There is no way around it–the referees are THE MOST IMPORTANT part of your Chambers submission. So why do we wait until the end of the process to start thinking about who to put forward as references? By doing the referees first, you can dedicate as much attention to them as they deserve. It will also help you think about other aspects of your application, like which lawyers and what matters to include.
2. Be strategic about your referees
Chambers USA allows us the opportunity to submit 30 referees. Use your spots strategically! It’s better to list someone more likely to respond to the Chambers researcher than the person with the most senior job title. The best client referee doesn’t need to be a CEO or a general counsel. Pick the people who are familiar with your work and who will sing your praises.
3. Ask referees for permission to list them before you do so
Asking your referees for permission to list them in advance of submitting is one of the single most important things you can do. Not only is it courteous to your clients, but it also improves your chances that they will respond to the researcher when they are contacted. The clients who will rave about your work want to help you, but they have to know to be on the lookout for the Chambers questionnaire about your firm.
4. Track Chambers’ progress in contacting your referees
Chambers recently rolled out a tracking feature that allows you to see which of your referees have responded. However, if you don’t have access to the tracker, you can do it the old fashioned way. Ask your researcher when they plan to contact your referees, and then give your references a heads up to look out for an email from your researcher. Also ask referees to let you know once they have responded. This is the best way to ensure you get the highest response rate possible. Clients are just as busy as you — if it’s not on their radar, they may overlook it or dismiss it as spam. The researcher won’t divulge which clients have responded, but they may tell you how many of your 30 have answered. If you have a low response rate, follow up with your referees. Once again, client feedback is the most important factor in a researcher’s consideration. Don’t leave it to chance. And of course, once you get ranked, send a big thank you to the clients you listed.
5. Be prepared for your interview
Your interviewer will spend most of the time asking you about other firms and lawyers, but they will give you an opportunity to speak about yourself and your firm. Come prepared with a few messaging points that will differentiate you from other ranked firms. Make sure you are familiar with your submission and review the client matters you submitted prior to getting on the phone with your researcher. Remember, now is not the time for modesty. Make your case clearly as to why your team should be ranked. The Chambers researcher will also ask you about wider market trends. This is another opportunity to weave in the messages you want to get across.
6. Review currently ranked lawyers and firms before your interview
Your researcher will expect you to have a copy of the previous years’ rankings in front of you during your interview. Be sure you have reviewed the list and have positive comments to share with them about lawyers at other firms. While you should feel comfortable being honest about missing or incorrectly placed lawyers or firms, make sure to follow the 80/20 rule as to how much positive and negative feedback you provide. If you are too critical you risk alienating the researcher.
7. Play a long game
Part of what makes Chambers worth its salt is its exclusivity. They don’t let just anyone on the list, and it certainly isn’t easy to land one of the coveted spots. So if you don’t get ranked on the first couple of attempts, don’t give up. Manage your team’s expectations on this and make sure they know that it’s a long game, and winning requires grit.
About Compass Legal Marketing
Compass Legal Marketing is a legal marketing agency serving as outsourced marketing manager to law firm clients from boutique to AmLaw 100 firms. We have handled scores of Chambers submissions across multiple guides and jurisdictions.
