INTEL Series: Business Development for Lawyers
In the latest instalment of PracticeEvolve's INTEL Series, Scott Simmons, Co-Founder and Director at the Legal Balance Institute, shared invaluable insights on how lawyers can grow more confident in business development (BD) and why it's critical to their career success. In a legal landscape that often shies away from the notion of "selling," Simmons laid out practical steps to help lawyers shed their discomfort and approach BD with a mindset of service and value.
Here are the key takeaways that can help lawyers, from junior associates to senior partners, elevate their BD game.
The Crucial Difference Between Marketing and Business Development
One of the most illuminating points Simmons made was the distinction between marketing and business development. As he explained, marketing is all about bringing potential clients to the table—it builds your reputation, brand awareness, and visibility. However, business development is converting that interest into actual work. Simply put, "marketing draws the horse to water, business development makes it drink."
For lawyers uncomfortable with "selling," Simmons reframed BD as helping clients achieve better outcomes. It’s about asking the right questions, listening deeply, and offering tailored solutions that make clients feel understood and supported. BD positions lawyers as trusted advisors rather than mere service providers, transforming client relationships when done right.
The Mindset Shift: BD is Not a 'Nice to Have,' It’s a 'Must-Have'
Simmons emphasised the importance of mindset in successful business development. Many lawyers see BD as optional, which can be done once they've met their billable hours or completed their legal work. However, he made it clear that BD is as integral to career growth as legal expertise. Firms thrive not just on billable hours but on new clients, cross-selling, and deeper client relationships. A proactive, growth-oriented BD culture is essential for individual and firm-wide success.
Simmons advised firms to create environments where business development is seen as an ongoing, integral part of the job—something that's tracked, celebrated, and shared across the team. This involves providing the right tools, training, and support and fostering an environment where mistakes in BD are seen as learning opportunities rather than failures.
Time-Blocking for Consistency
For busy lawyers, one of the most practical tips Simmons offered was time-blocking: setting aside just 30 minutes a week to focus on BD activities. Whether sending follow-up emails, reaching out to past clients, or making a quick phone call, the cumulative effect of regular BD outreach can be transformative. Simmons explained how consistent small actions add up to hours of proactive engagement over months, helping lawyers build stronger relationships and keep themselves top of mind with clients.
The Power of Proactive Client Relationships
A recurring theme in Simmons' talk was the importance of proactive client communication. Lawyers often assume clients will reach out when they need help, but Simmons stressed that clients don’t always know when they need legal advice. By staying in regular contact and showing a genuine interest in their business or personal life, lawyers can spot potential legal issues before they become problems.
He also highlighted the value of cross-selling, pointing out that it’s far cheaper and more effective to sell additional services to existing clients than to acquire new ones. By becoming a firm that clients can rely on for multiple legal needs, lawyers can deepen client loyalty and increase revenue with minimal effort.
Becoming a Rainmaker: It's Not Just for Extroverts
One of the most common misconceptions Simmons tackled is the idea that only extroverted, outgoing lawyers can excel at BD. He explained that introverts can be just as successful, if not more so, because of their ability to build deeper, one-on-one relationships. Business development is not about being the loudest voice in the room; it’s about genuinely listening to clients, understanding their challenges, and offering tailored solutions.
The Critical Role of CRM and Technology
When it comes to technology, Simmons emphasises the importance of CRM (Customer Relationship Management) systems for managing and tracking client relationships. He described CRMs as “the lawyer’s best friend in business development,” helping professionals stay organised, follow up with leads, and maintain consistent communication. While automation tools are useful, he urged firms to start with a solid CRM system before looking to more advanced BD technologies.
The Road Ahead: Build a BD Culture That Thrives
As law firms face increasing competition, Simmons advises embracing BD as a strategic priority. From encouraging junior lawyers to build relationships early to training senior associates and partners in proactive client management, creating a BD culture can position law firms for sustainable growth. Watch the full recording on-demand.
Upcoming INTEL Series Webinar: Unlocking Future Talent for Law Firm Growth
Building on this insightful session, the next webinar in the INTEL series will focus on how law firms can attract and retain top BD, marketing, and communications professionals to drive growth and success.
Topic: Unlocking Future Talent for Law Firm Growth: Attracting the Best Professionals
- Speakers: Katie Rosser and Graham Seldon, Directors and Co-Founders of Seldon Rosser
- Date and Time: October 24, 2024, 12:00 PM (AEDT)
Don’t miss the opportunity to gain valuable insights on how your firm can secure the best talent to stay ahead in an ever-competitive market.
