How lawyers can turn conversations into commercial opportunities — consistently
Rainmaking isn’t just about visibility or charm — it’s about building momentum. The most successful partners don’t wait for work to land. They take structured, consistent steps to turn contacts into opportunities, and opportunities into clients.
This article sets out a simple routine to help you:
- Spot warm opportunities in your existing network
- Stay visible and relevant with high-potential contacts
- Track and progress BD conversations over time
You don’t need a big marketing push. You need a system (and we know first-hand that most lawyers don’t have one, irrespective of their level of experience).
1. Start with the right contacts
Before you can build your pipeline, you need to work out who should be in it.
Think:
- Who are the clients I could genuinely help this year?
- Who already knows me or is one warm introduction away?
- Who has commercial responsibility or influence?
Tip: Start with your own network. Former clients, peers, referrers, professional contacts from past matters are your best early wins.
Create a short list of 10–20 high-potential names to prioritise in your BD time. These are your ‘watchlist’ contacts — people you want to stay close to and convert when the time is right.
2. Track conversations, not just names
Many partners lose momentum because their follow-up system lives in their head.
To be effective, you need a simple way to track:
- When you last spoke
- What you discussed or offered
- What’s likely to happen next (and when)
Use a CRM, a spreadsheet, BD tracker, or shared document to keep these warm conversations visible — especially those that are ‘in play’ but not yet live instructions.
Pipeline = Progression. Not all contacts will convert now, but staying in touch keeps you in the running when they’re ready.
3. Spot (and create) commercial triggers
Most contacts won’t need you right now, but many will later.
The key is to be present when a need arises. Watch for triggers like:
- Leadership changes or restructures
- Investment or expansion activity
- Disputes, exits, or changes in board dynamics
- New regulation, litigation, or sector challenges
Where appropriate, you can also create movement by sharing a relevant idea, offering a short call, or connecting them with someone helpful. Small actions build trust — and often prompt latent opportunities to surface.
4. Stay visible between conversations
To convert contacts into clients, you need to stay on their radar — without always selling.
A few ways to do that:
- Comment on their LinkedIn posts with something thoughtful
- Send over an article or update they might find useful
- Invite them to a relevant event or roundtable
- Offer a quick catch-up ahead of a busy period (e.g. year-end)
This is about drip-feed visibility. Not all touchpoints need to be big moves — what matters is staying relevant and front-of-mind. Top of mind = top of the list.
5. Block time to build your pipeline
You don’t need to do BD all day — but you do need to make it regular.
Carve out a 30–45 minute slot weekly to:
- Review and update your contact tracker
- Follow up on recent conversations
- Reach out to 1–2 watchlist contacts
- Plan your next 1–2 visibility steps
Done consistently, this turns BD from an ad hoc effort into a steady pipeline of warm opportunities, and helps you take action before things go cold.
Final thought: contacts don’t convert themselves
The gap between knowing someone and winning their work can feel fuzzy, but with the right routine, you can turn vague connections into real clients.
The key is visibility, follow-up, and knowing where to focus. If you’re not sure where to start — or how to build a system that fits your practice — GFC can help.
Because the best pipelines aren’t accidental, they’re built carefully over time.
