In Ep. 62 of the State of the Market for Law Firm Sales in 11 Minutes, Senior Attorney Match’s Jeremy E. Poock, Esq. addresses the following: The Impact of Digital Rainmaking upon Law Firm Sales   As Poock explains, society’s digital pivot in 2020 has revolutionized rainmaking in the legal industry as follows:   Unlike the pre-Google, pre-2020 Era during which Rainmaker Attorneys developed clients in-person and via Word-of-Mouth referrals, today’s 3.0 Digital Era for the legal industry involves Digital Rainmakers whose law firms attract the online attention of prospective clients who search Google and multiple digital platforms (egs. LinkedIn, Facebook, Instagram, and more) for lawyers and law firms to hire.   Based upon the rise of Digital Rainmakers and the vanishing Word-of-Mouth Rainmakers, Poock shares the following 2 observations:   Observation No. 1: Those Senior Attorneys who do not commit to Multi-Channel Digital Marketing will not replenish their all-important Books of Business with new clients as often as during the pre-2020, pre-Google Era.   As a result, the value of their law firms will continue to decrease because of the correlation in Law Firm Sales 1.0 between a purchaser fee sharing upon revenues attributable to a selling law firm’s Book of Business and the number of clients that comprise that Book of Business, i.e., as the Book of Business of a selling law firm’s Book of Business decreases, so will the value of the firm itself.   Observation No. 2: As Growing Law Firms continue adopting Multi-Channel Digital Marketing to attract the attention of today’s and tomorrow’s clients who search online when considering hiring a lawyer or law firm, their practices will continue becoming more valuable because of the following 2 assets that Digital Rainmaker law firms continue developing:   (1) Digital Value   (2) Brand Equity   As Poock states, “[I]n Law Firm Sales 2.0, we are going to see higher multiples . . .because the sellers are selling not only the Book of Business, but also that Digital Value and Brand Equity . . . .”   For those Senior Attorneys who will not become Digital Rainmakers, Poock shares the following points:   If you already attract less clients than pre-2020, now is the best time to consider selling your law firm because Law Firm Sales 1.0 involves deriving value via an earnout based upon collections attributable to a selling law firm’s Book of Business.   So far, the digital disruption in the legal industry has primarily disrupted rainmaking, i.e., business development.   Even though Senior Attorney-led firms may not develop as many new clients during today’s 3.0 Digital Era, Growing Law Firms continue to need the following 3 resources that Senior Attorney-led firms offer: (a) Instant client growth; (b) Experienced lawyers and para-staff; and (c) Subject Matter Knowledge to convert to digital content.   As Poock states, “Even if your Book of Business is not replenishing as much as yester-year . . . you present an experienced workforce, and you have Subject Matter Knowledge that Growing Law Firms want and need because they need to convert your Subject Matter Knowledge into digital content to attract today's and tomorrow's clients who are looking to Digital Rainmakers that will catch their attention when they're looking to hire lawyers and law firms to meet their legal needs.”