BD is often ruled out or put off by busy lawyers because it’s seen as too time-consuming.
Don’t get us wrong – it can be – writing articles takes time, speaking at events (if you include the prep time) takes time, and preparing a bespoke training for a key client takes time.
When done well, though, BD doesn’t have to be hugely time-consuming and it can still reap rewards.
Here are some quick wins if you’re tight on time but still need results:
- Active on social media? Check the engagement on your most recent posts – are there people in your target market who have liked or commented on your post, or even better connected with or followed you? Drop them a line to say thank you and start a conversation. (NB: We win 20% of our new business using this method alongside our content. Remember, BD is all about building relationships; don’t sell, just be interested and genuine.)
- Get someone else (a BD professional) to do a client listening interview with three of your key clients (tip: part of the conversation needs to be about opportunities and the client’s future plans)
- Check your CRM list for lapsed or quiet clients you haven’t spoken to for 6 months. Contact them to see how they’re getting on – you’d be surprised how often this prompts someone to instruct you or ask your advice on something that’s been sitting on their desk for a while.
- Ask your best clients for a testimonial or, better still, an introduction (hint: if your relationship is as strong as you think it is, this shouldn’t be uncomfortable). Don’t just file the testimonial in your inbox – share it: LinkedIn is a simple yet easy way to shout from the rooftops about how good your client service is, and it gives you the opportunity to share more about the project/matter/client if confidentiality allows.
- Check your firm’s recent publications, tools and initiatives – is there anything that might be useful for your clients or prospects? Pick up the phone or send a ‘saw this and thought of you’ email and explain why you think this might be useful to them – keep it brief and full of value – what does it do for them that they don’t already have?
- Ask your best intermediaries for a referral (tip: someone needs to keep track of what you’ve sent out and what you’ve had back in). Clients are much more likely to buy if they’ve been referred and come with the seal of approval.
Our advice to lawyers is to always focus on the output of their activities and keep the input consistent. But don’t worry—if you’re not spending three hours a day on BD, you can still get results.
In as little as 30 minutes a day, you could move the dial on your practice.
If you’re looking for other BD best practice tips, check out our monthly newsletter Trifecta, which offers simple and actionable advice to lawyers.
