Back in November 2023, we shared research that struck a chord: the 5 business development profiles found in law firm partners – with one clear standout. The Activator.
To recap, here are the five profiles from the Rainmaker Genome Project:
- Expert – known for deep technical knowledge
- Confidant – builds strong one-to-one relationships
- Activator – proactive, networked, always moving things forward
- Debater – thrives on intellectual sparring
- Realist – steady, pragmatic, and grounded
While every partner shows traits of each, the Activators outperform everyone else on revenue.
In fact, recent data shows partners with Activator behaviours can bring in up to 32% more than others – but only 22% of surveyed partners fall into that category.
After working with hundreds of partners over the years, we’d like to think we know an Activator when we see one.
One great example? A partner we’re currently supporting runs a monthly roundtable for his clients. It’s not a sales pitch. In fact, selling isn’t allowed. The goal is to upskill his clients, bring them useful insights – and most importantly, connect them with each other.
He’s the one making the intros. He’s the one creating the space. And, no surprise, he’s the one they all turn to when they need legal support.
So, how do you become more like that? Here’s your cheat sheet:
🔹 Don’t wait to be asked. Reach out with ideas, share insights, offer help – even when there’s no deal on the table.
🔹 Keep your network warm. Regular, low-pressure check-ins go a long way.
🔹 Build your pipeline consistently. Even if it’s just 15 minutes a week, make time for it.
🔹 Follow up. More than once. Activators don’t leave good conversations hanging.
🔹 Be visible. Whether it’s on LinkedIn, roundtables, or client alerts – be known for something valuable.
The good news is that you don’t have to be an Activator to act like one. These behaviours can be built, one habit at a time.
If you missed the original post, give it a read here. And if you want help building your own Activator plan, you know where to find us.
