Mastering Business Development: Practical tips for lawyers of all levels

Nicola Dullard provides ideas for lawyers, no matter how junior or senior.

Contrary to common misconceptions, business development is not a dirty word. It is not solely about sales or profits, but centres on creating value, building relationships and ensuring long-term success for your clients and your practice. The goal is to build a sustainable, profitable practice.

This article provides some practical tips and strategic insights to help enhance your business development efforts. From dedicating time in your diary to crafting a personal brand and expanding your networks both internally and externally, I hope that these actionable steps will elevate your BD game.

Embracing business development for lawyers

BD is more than just a buzzword in the legal industry; it’s the foundation for growth and longevity in building a profitable practice. For lawyers, who are seller-doer’s it involves finding the work and then doing the work. It has to be a proactive strategy that goes beyond writing an article and going to an event.

In today’s competitive market, clients have more choices than ever before. Lawyers need to stand out not only by the quality of their work but also by their ability to connect with and understand the needs of their clients. BD equips lawyers with the tools to identify new opportunities, build trust, and create a practice that clients rely on not just for one-off transactions but for ongoing legal support.

Starting small: The right way to begin

Initiating BD efforts can seem daunting, but it is essential to start with manageable steps to build a strong foundation.

Dedicate time and block out your diary

It might be a Friday afternoon or Wednesday morning but in my experience, and based on recent data released, the most successful professionals dedicate time to BD every week consistently.

Be intentional and write a plan

Many lawyers are ad hoc in their BD and relationship building. It tends to be on a “when I remember” basis. However, relying on when you are “not that busy” can lead to lots of wasted opportunities and forgone relationships.

There are numerous strategies you can implement today to kickstart and enhance your BD journey.

Let’s start with a fundamental yet powerful concept — creating a personal brand, what do you want to be known for?

Here is how you can start shaping it

1. First, take a deep dive into your online presence, especially on platforms like LinkedIn and your firm’s website. Make sure these profiles vividly showcase your expertise. It’s not a one-time task; refresh your profiles every six months to ensure they stay up-to-date with your evolving experience.
2. Engaging with your online network is next. Interaction is key on platforms such as LinkedIn. Don’t just scroll, actively participate. Respond to comments, join discussions and share content that adds value. This keeps you visible and relevant.
3. In terms of sharing your insights, think about writing articles or posts that resonate with your potential or existing clients. Break down complex legal jargon into plain English. Use real-world examples to bring your points home. This not only showcases your knowledge but also makes it accessible to a broader audience.
4. Joining committees is another excellent strategy. Whether it’s the Young Energy Professionals, the Property Council or the Australian Insurance Law Association, find one that aligns with your expertise or your clients. It’s an unparalleled opportunity to network and get to grips with the pressing issues in your sector and what your clients are facing.
5. Lastly, networking events. Yes, I know, they can be daunting. The fear of not knowing anyone or having nothing to say is common. But remember, everyone there has the same goal — to connect. These events are designed not just for education but for fostering meaningful connections. There are lots of strategies in how to make networking easier, but that is for another article 😉.

These are just some of the things that I would recommend in terms of external strategies, however, I cannot stress the importance of internal BD.

Internal business development: The sometimes overlooked strategy

Building strong internal networks within your firm can be just as critical as cultivating external relationships. Making connections and seizing every opportunity to engage with colleagues can pave the way for your success.

Forging relationships with other teams in your firm is not just about expanding your social circle, it is a strategic move. Those lawyers who make an effort to understand the work their peers do and identify areas where their practices intersect for clients can lead to fantastic opportunities you might not encounter in your day-to-day practice.

For example, if you are an employment lawyer you could build a good relationship with someone in the corporate team. When they have a client that needs employment law advice, hopefully they will think of you first. It is about being top of mind within your own firm, and turning your colleagues into advocates. Identify those colleagues and regularly connect through monthly lunches or coffee meetings. Keep them up to date concerning some of the issues that might affect their clients and how you have been able to assist your current clients. Be proactive, ask for introductions for potential targets.

Lastly, ask to attend client meetings with other more senior lawyers. This is not just about sitting in on discussions, it is an opportunity to observe and learn how other lawyers manage client relationships, negotiate, and articulate complex legal advice in a digestible way for clients.

But beyond observation, these moments can allow you to demonstrate, even in small ways, your eagerness to learn and be involved.

BD encompasses a broad spectrum of activities both inside and outside your firm. It is about leveraging every opportunity, every relationship, and every platform to build your brand and professional network. This article is just a few things that you can start doing. If you want to find out more, or need guidance tailored specifically to your practice, do not hesitate to get in touch.

Nicola Dullard is an accomplished professional with over 25 years of experience in various business development and marketing roles within global, national and regional firms in the UK and Western Australia.

In the last year, Nicola has embarked on a new chapter by leveraging her extensive experience and expertise to benefit a wider range of law firms launching Growth Circus. Growth Circus is a consultancy that provides hands-on support to law firms and lawyers seeking to enhance their business development and marketing capabilities and drive sustainable growth.