The Art of Business Development for Lawyers: Strategies for Success
Forget everything you think you know about business development for lawyers. The days of schmoozing over golf and martini lunches are dead, and if you're still clinging to these outdated tactics, you're already losing the game.
In today's hyper-competitive legal landscape, business development isn't just a nice-to-have skill—it's the critical factor that will determine whether your career flourishes or falters in the realm of business development for lawyers.
From law partners and in-house counsel to legal tech innovators, these experts offered a vision of business development in law that goes beyond the traditional networking playbook. Their insights reveal a more nuanced and strategic approach to thriving in today’s competitive legal market.
The webinar panelists included:
Andrea Johnson, Partner at Dentons
Elizabeth Pedneault, Deputy Chief Counsel of Aon Canada
Hannah Smith, Director of Business Development for Pipeline Plus
Kori Williams, Partner at Cassels, Brock & Blackwell LLP
Nika Pidskalny, Private Practice Lawyer and Legal Tech Company Founder
Are you prepared to uncover why your current strategies might be limiting your success and explore innovative techniques to distinguish yourself in the business development for lawyers? Continue reading to discover the strategies that will set you apart.
Key Takeaways
Business development isn’t limited to certain personality types; both extroverts and introverts can be successful in this area, even in business development for lawyers.
Understanding the client's needs and delivering value before charging for work can help build strong relationships.
Many lawyers have become more engaged in business development through digital platforms such as LinkedIn.
Junior lawyers should focus on expanding their network and delivering high-quality work to build their business development skills.
The Many Faces of Business Development: Perspectives from the Legal Sector
In the fast-paced world of law, business development for lawyers has become an essential skill for legal professionals. It's not just about winning cases or drafting contracts anymore; it's about building relationships, understanding client needs, and continuously adapting to the changing landscape of the legal industry.
Andrea Johnson, a seasoned professional from Dentons, emphasizes that the foundation of successful business development lies in delivering excellent legal work. "There's absolutely no substitute for doing excellent legal work," she asserts.
For Kori Williams, a partner at Cassels, Brock & Blackwell LLC, business development is all about structure and consistency. "You have to treat business development as an important part of your job—because it is," he explains.
Elizabeth Pedneault, who has experience in both private practice and as deputy chief counsel at Aon Canada, brings a unique perspective to the table on business development for lawyers.
"What works for us is when our legal partners truly understand our business and can provide tailored advice that goes beyond just legal counsel," she says. This insight underscores the need for lawyers to become more than just legal experts—they must be business advisors as well.
"Have you taken things to the next step of saying, Well, if I'm giving this answer to somebody, what is their immediate next question going to be? Can I anticipate that question and save them a bunch of time by going to that next step and adding some value?"
– Andrea Johnson
The entrepreneurial spirit in business development is exemplified by Nika Pidskalny, who has navigated various roles from private practice to in-house counsel and finally to a tech company.
Her journey of building a legal tech company showcases how business development can lead to innovative career paths. "I've always had that kind of entrepreneurial spirit, and business development has always been an important part of my career path," Nika reflects.
"I've always had that kind of entrepreneurial spirit, and business development has always been an important part of my career path."
– Nika Pidskalny
In today's digital age, technology unsurprisingly plays a crucial role in business development. Hannah Smith from Pipeline Plus emphasizes this point, stating, "We specialize in business development for law firms, in particular, coaching technology and staffing." Her perspective highlights the need for continuous learning and adaptation in the legal industry, where staying ahead of technological advancements can give firms a competitive edge.
These varied perspectives create a vibrant mosaic of what business development looks like in today’s legal sector.
It’s not just about delivering top-notch legal services—it’s a diverse mix of deep client understanding, relentless networking, entrepreneurial innovation, and savvy use of technology. And, as the legal field continues to transform, so too must the strategies that drive success.
Ready to elevate your business development game? Here are four key takeaways from the experts to help you seize opportunities and achieve outstanding results in your business development activities.
Takeaway 1: Business Development in Legal Practice Requires a Tailored and Authentic Approach
The panelists agreed that effective business development in legal practice involves understanding individual strengths and tailoring strategies to align with them. They suggested that lawyers should consider their unique selling propositions and incorporate them into their business development efforts.
"The hallmark that I've seen of people that are excellent business developers is that they do excellent work."
– Andrea Johnson
Kori advised that lawyers should choose a business development style that suits them and stick to it: "Choose a business development strategy that works for you, whether it's Zoom Meetings, blog posts or in person." He also emphasized the importance of consistency and patience in these efforts.
Andrea echoed this sentiment, noting that understanding the organization's unique strengths and being able to articulate them effectively is a crucial aspect of business development.
Takeaway 2: LinkedIn Plays a Key Role in Business Development and Client Engagement
The panelists discussed LinkedIn's importance in business development and client engagement, with several of them noting the platform's shift from a professional networking site to a broader business development tool. They talked about how they use LinkedIn to build and maintain their networks, share content, and engage with their clients and colleagues.
Nika, who has a significant presence on LinkedIn, elaborated on its value: "With the changes in technology and the shift in mindsets, with a lot of people, you can absolutely build a successful practice without being in the big city and without having access to in-person meetings."
She also emphasized the importance of supporting clients on LinkedIn, stating, "Engaging with their content is huge. With their permission, I've even posted pictures with my clients and articles about their business."
"I have clients in Switzerland that I'm dealing with today. We have great relationships, and we've never met in person."
– Nika Pidskalny
Lastly, Andrea pointed out how LinkedIn can be an effective tool for understanding a firm's unique selling proposition and communicating it to clients.
Takeaway 3: The Importance of Early Networking and Relationship Building for Young Lawyers
The panelists highlighted the significance of early networking and relationship-building for young lawyers. They advised junior lawyers to start networking as early as possible—and to maintain these relationships over time.
"Business development is something that I've been passionate about, because I've seen how difficult it is and firsthand felt it as a junior associate."
– Kori Williams
Elizabeth emphasized the importance of taking chances and seizing opportunities. "Take a chance. That's my number one that's come from my business days, not my legal days. Always take a chance. Don't miss an opportunity. You're never too young. You're never too inexperienced to build a relationship and a contact that can bring you a few years later to having a new client. So never hesitate. Take a risk."
Kori reiterated this sentiment, emphasizing the importance of focusing on expanding networks and letting them grow. He advised junior lawyers to read business materials and sales materials to help their skills develop.
Andrea also saw value in junior lawyers practicing their skills with their internal clients or the more senior lawyers they work with.
Takeaway 4: Business Development is for Everyone
One of the most important points raised during the webinar was the debunking of common myths surrounding business development.
Andrea challenged the notion that business development is limited to certain personality types, saying, "There's a bit of a mythology that business development is limited to lawyers or people with a certain type of style or personality type. I think that this is a complete myth."
"The best way to do business development is first and foremost to do excellent work. You have to perfect your craft so that your clients trust you."
– Kori Williams
She went on to explain that some of the most successful business developers she has encountered are introverts who have embraced their own unique styles—including Kori.
"I personally spend, make sure and allocate a certain amount of time every week at a minimum to do business development," Kori said, adding that this systematic approach ensures that business development remains a priority amidst busy schedules.
Conclusion
The message is clear: effective business development transcends personality types and traditional methods. Nowadays, it's a strategic blend of legal excellence, client-centricity, consistent networking, entrepreneurial spirit, and technological savvy.
Our panelists have shown that success lies in authenticity, adaptability, and a willingness to embrace new approaches.
From tailoring strategies to leveraging LinkedIn, from early career networking to debunking myths about who can excel in business development, these insights offer a comprehensive toolkit for thriving in the modern legal world.
As you integrate these strategies into your practice, remember: the future of legal business development is not about fitting a mold, but about creating your own.
Unlock the Secrets to Modern Legal Business Development: Watch the Webinar On Demand
Ready to transform your approach to business development?
Don’t miss out on these invaluable insights that go beyond conventional networking. Watch the webinar on demand to learn how to leverage a strategic, nuanced approach that will set you apart and elevate your career.
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