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To \u201cdo business development,\u201d you don\u2019t have to get on an airplane, spend two hours at a restaurant or prepare slick marketing materials. Small, thoughtful gestures done at your desk can be just as effective.<\/p>\n
In fact, the lawyer who simply calls a client on Friday afternoon to catch up on how their life and work is going often ends the call with a new matter.<\/p>\n
Business Development Doesn\u2019t Have to Be Difficult<\/h2>\n
Ask most lawyers about business development, and they\u2019ll groan about networking events, client pitches and elaborate marketing campaigns. These high-effort, high-visibility activities have their place, but bringing in new business doesn\u2019t have to require massive time investment and specialized skills.<\/p>\n
Some of the most successful rainmakers I work with aren\u2019t doing anything particularly complicated or time-consuming. They\u2019re just showing up consistently in small ways that demonstrate genuine interest in their clients as people, not just as sources of billable hours.<\/p>\n
Give this some thought: When\u2019s the last time you reached out to a client without having a specific work-related agenda in mind? If it\u2019s been a while, you\u2019re missing one of the most powerful business development tools available.<\/p>\n
Why Small Gestures Work as Well (If Not Better) Than Grand Strategies<\/h2>\n
There\u2019s a reason that casual Friday phone call is so effective. Several reasons, actually:<\/p>\n
- \n
- Timing is everything.<\/strong> Legal needs don\u2019t arise on a predictable schedule. By maintaining regular contact, you increase your chances of being in the right place at the right time when a need emerges.<\/li>\n
- You demonstrate that you care about them, not just their legal work.<\/strong> This builds the kind of trust that\u2019s impossible to manufacture through marketing materials or formal presentations.<\/li>\n
- You stand out.<\/strong> While many lawyers are excellent at executing legal work, surprisingly few maintain consistent contact with clients during quiet periods.<\/li>\n<\/ul>\n
The Psychology Behind Business Development<\/h2>\n
The decision to hire a lawyer is fundamentally emotional, not logical. Yes, technical skill matters, but we all know there\u2019s more to it than that. Clients routinely choose lawyers they like and trust, even when other options might be marginally more qualified.<\/p>\n
Think about your own purchasing decisions. When you need a service provider \u2014 a doctor, financial advisor or home contractor \u2014 don\u2019t you gravitate toward people who have established rapport with you? People who have demonstrated consistency, reliability and genuine interest in you as a human being?<\/p>\n
Your clients are no different. They want to work with lawyers who feel like trusted advisors, not just technical service providers.<\/p>\n
How to Turn Small Gestures Into Sustainable Business Development<\/h2>\n
The challenge isn\u2019t understanding this principle; it\u2019s implementing it consistently. <\/p>\n
- \n
- Block time on your calendar.<\/strong> Reserve 60 minutes each week specifically for relationship-building outreach. Friday afternoons work well because clients are often winding down their week and more receptive to casual conversation.<\/li>\n
- Create a simple system.<\/strong> Keep a running list of clients, contacts and the last time you reached out. This doesn\u2019t need to be complicated \u2014 a notes app or spreadsheet will work just fine.<\/li>\n
- Take note of personal information.<\/strong> During conversations, make mental notes (or actual notes) when clients mention hobbies, favorite teams, family milestones or professional goals. These provide natural touchpoints for future outreach.<\/li>\n
- Rotate through your contact list.<\/strong> Don\u2019t overwhelm yourself by trying to reach everyone. Focus on two to three meaningful connections each week.<\/li>\n
- Mix up your approach.<\/strong> Alternate between phone calls, emails, text messages and physical mail<\/a> to keep your outreach fresh and engaging.<\/li>\n<\/ol>\n
What About the Awkwardness Factor?<\/h2>\n
I often hear this concern: \u201cWouldn\u2019t it be awkward to call someone out of the blue?\u201d<\/p>\n
I think this fear is way overblown. Most people appreciate receiving a call from someone who\u2019s thinking about them. The key is authenticity. If you\u2019re calling solely to drum up business, that agenda will be transparent and off-putting. But if you\u2019re genuinely interested in how they\u2019re doing and what\u2019s new in their world, most people respond positively.<\/p>\n
If you\u2019re still uncomfortable, start with clients you know better or use a natural reason for reaching out (\u201cI saw your company in the news,\u201d \u201cI remembered you mentioned your daughter was starting college this fall,\u201d or \u201cI loved your LinkedIn post today\u201d).<\/p>\n
The Compounding Effect<\/h2>\n
The value of this approach is that it compounds over time. Each small touchpoint builds on previous interactions, slowly but surely strengthening your relationship and increasing the likelihood that you\u2019ll be the first person they call when legal needs arise.<\/p>\n
Think of it as relationship interest \u2014 small, consistent investments that grow exponentially over time. A single phone call might not yield immediate business, but a pattern of thoughtful outreach almost certainly will.<\/p>\n
There\u2019s another benefit to this approach that\u2019s worth mentioning: It makes practicing law more fulfilling. When you\u2019ve built genuine relationships with clients, the work itself becomes more meaningful and contextual \u2014 you\u2019re helping someone you know and care about achieve their goals.<\/p>\n
Your Next Step<\/h2>\n
As with most valuable habits, the hardest part is getting started. So here\u2019s your challenge: <\/p>\n
Before you finish work today, reach out to one client or contact you haven\u2019t spoken with in a while. No agenda, no expectations \u2014 just a genuine check-in.<\/strong><\/p>\n
- \n
- Pick up the phone and have a conversation.<\/strong><\/li>\n
- Send a handwritten note expressing appreciation.<\/strong><\/li>\n
- Shoot someone a text congratulating them on the big win for their favorite team.<\/strong><\/li>\n<\/ul>\n
I\u2019m not saying they will have a new matter for you. That should not be the expectation. But sometimes clients have matters sitting on their desks that they haven\u2019t been able to outsource to a lawyer yet, and your \u201cright time, right place\u201d outreach will lead to a serendipitous opportunity. And if not \u2026 well, you\u2019ll be better positioned (top of mind) for the next unpredictable opportunity that arises.<\/p>\n
In a profession where technical competence is table stakes, business opportunities tend to flow to those who consistently make human connection a priority. It really is that simple.<\/p>\n
\n\n![\"one](\"https:\/\/i0.wp.com\/www.attorneyatwork.com\/wp-content\/uploads\/2024\/10\/One-of-a-Kind-A-Proven-Path-to-a-Profitable-Law-Practice-Print-Edition-510x510-1.jpg?resize=510%2C510&ssl=1\" "\\"\\"")
<\/a><\/figure>\n\nOne of a Kind: A Proven Path to a Profitable Law Practice<\/h2>\n
BY JAY HARRINGTON<\/p>\n
In today\u2019s legal market, developing a profitable and consistent book of business requires a strategic approach. If you\u2019re open to new ideas and are interested in growing your practice, this book is a great resource to kickstart the next stage in your career. <\/p>\n
- Send a handwritten note expressing appreciation.<\/strong><\/li>\n
- Create a simple system.<\/strong> Keep a running list of clients, contacts and the last time you reached out. This doesn\u2019t need to be complicated \u2014 a notes app or spreadsheet will work just fine.<\/li>\n
- You demonstrate that you care about them, not just their legal work.<\/strong> This builds the kind of trust that\u2019s impossible to manufacture through marketing materials or formal presentations.<\/li>\n
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<\/a><\/figure>\n