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His firm, Cannon Heyman & Weiss, LLP, specializes in affordable housing and community development law.

Weiss and his firm became more proactive in seeking to work with large firms to gain new clients, and now about one-third of his overall client roster is obtained that way.

"We were getting all these referral from large firms and it dawned on me we had something here," said Weiss. "If all these large firms are sending us work, why not just turn to them?"

Weiss said many of his firm's initial referrals came during a time when a large firm had a conflict involving competing clients. But Weiss called that haphazard events rather than a legitimate strategy.

Instead, he said the proper collaborations are created by showing large firms what particular specialties a smaller practice has that could benefit the large firm's clients.

For example, if there were a real estate transaction issue involving the syndication of tax credits (one of Weiss' firm's specialties), the firm would reach out to the lawyer involved.

A small firm-large firm collaboration is hardly a one-way street.

James R. Silkenat, a partner at Arent Fox LLP in New York, said his firm frequently calls upon small firms for matters that fit their expertise or matters that take place in certain geographic areas where his firm is unfamiliar with the courts.

Trust is essential to these collaborations, and the large firm needs to feel secure that the small firm won't steal its clients.

"There are enough solos and small practices that we like and trust," said Silkenat. "If they can provide a client service in a better way or at a lower cost then it helps us with our own clients."

Establish your firm as non-threatening

Large firms are trained to view other firms as competition, according to Weiss.

The key for small firms is to approach the big firms by marketing themselves as a sort of "hired gun" to take on work that the large firm doesn't necessarily specialize in directly.

Recently, Weiss's firm noticed a large firm in Texas that had taken on a commercial developer as a client. The developer was, at the same time, considering another large firm whose attorneys were more experienced in handling a particular issue. Weiss' firm swooped in.

"We told them we're not from Texas; we have no interest in doing work in Texas," said Weiss. "We just want to handle the federal aspects of the case to help the client."

Many large firms suffer from overflow and conflicting clients, and will be more willing to refer to business to a smaller firm than to another large firm that might keep the client.

"Let the general counsel [at a large firm] know you've got a lot of experience in a certain area and you can be an offshoot of their team. You may not pose a threat because you're a small firm and won't steal their clients," said Silvia L. Coulter, vice president of Hildebrandt International, a multinational management consulting firm.

Get the word out to large firms

It's common for firms send lawyers to ABA seminars and luncheons for networking, but for small firms looking to expand their client base, such organizations can provide a huge windfall for referral-seeking.

Steven Sprenger, managing partner of the Washington, D.C.-based Sprenger + Lang, said his small, ten-lawyer firm remains active in a number of plaintiff-oriented organizations such as the National Employment Lawyers Association (NELA).

If they can send one of their lawyers to speak at a convention, Sprenger said, it's an easy way to network with many partners from large firms all at once.

According to Tom Kane, author of the Legal Marketing Blog, one of the best ways to network with large firms is to join bar association specialty committees, which are often dominated by members of larger firms.

"If you're a specialist and you have a unique area," said Kane. "You have to let people know through activity. That's how they get to know who you are."

Kane also recommends that attorneys at small firms call the local newspaper and be quoted or become a frequent source for a specific legal topic.

Questions or comments may be directed to the writer at: justin.rebello@lawyersusaonline.com