Business development is a term that can evoke feelings of intimidation and uncertainty in all lawyers and especially for women lawyers who face unique challenges. During a recent women attorneys retreat, a business development panel shed light on this concept, emphasizing the importance of relationships, authenticity, and intentional efforts in building a successful business development strategy and highlighting opportunities to collaborate with one another to achieve success. This thought leadership piece delves into the key takeaways from the panel discussion, highlighting the essence of business development and providing actionable tactics for women attorneys to convert non-business relationships into potential clients. 1. Understanding Business Development The panel highlighted that business development, particularly for associate attorneys, can seem daunting. However, it’s essential to recognize that at its core, business development is all about relationships. Being intentional about building and nurturing connections with people both inside the firm and outside the firm is the foundation of this process. Many of us already possess a network of potential clients through personal and professional relationships, making it a natural starting point for business development. Action item: Identify five internal and five external contacts that could further your business development efforts through internal cross-selling, as a referral source, or as a potential source of new business. Document the list on the attached personal business development worksheet and calendar appointments to reach out to each person to schedule a casual meeting, coffee, or other activity. 2. Long-Term Perspective: Converting Non-Business Relationships A prevalent misconception is that business development results from a single event or effort. In reality, it’s a long-term endeavor that requires commitment and patience. Rather than seeking immediate results, women attorneys can benefit from intertwining personal, professional, and business development activities. Viewing these elements as interconnected makes the path to successful business development feel more attainable. Converting non-business relationships into clients can be achieved through genuine interest and meaningful connections. The panel emphasized the benefit of understanding the challenges and opportunities faced by contacts rather than focusing on self-promotion. Offering to help or connect others can be a powerful tactic, creating goodwill and fostering mutually beneficial relationships.
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