The start of a new financial year is a great moment to hit pause, reflect, and refresh your BD strategy after what is usually a hectic year-end. Most lawyers jump straight into the new year without a second thought, but checking in on your strategy now can set you up for stronger client relationships and better results over the next 12 months.
Here are five straightforward ways to make sure your BD activity is working hard for you in the year ahead.
1. Look back before you move forward
Start by taking stock of what’s worked (and what hasn’t) over the past year. What activities brought in new clients or strengthened existing relationships? Where did you invest time but saw little return? Be honest about the gaps so you can make changes that count.
2. Set goals that are clear and achievable
It’s tempting to set broad goals like ‘win more work’, but the more specific you are, the easier it is to stay focused. Think in terms of what you want to achieve and by when. That might be growing your client base in a certain sector, improving retention, or increasing your visibility in legal directories. Try using the SMART approach (Specific, Measurable, Achievable, Relevant, Time-bound) to shape your goals into something practical and trackable.
3. Be realistic about your time
Busy client demands can often push BD down the to-do list. If that sounds familiar, it helps to think small and consistent. You don’t need hours each week to make an impact – just 10 or 15 minutes spent writing a LinkedIn post, checking in with a contact, or sharing a relevant article can go a long way. If you’re short on time, this article – Short on time? 6 quick BD tips that won’t eat into your chargeables – has some helpful ideas.
4. Don’t underestimate the power of the follow-up
Sometimes, it’s not the initial outreach but the follow-up that brings in the work. Whether it’s a quick email after a networking event or a check-in with a dormant contact, staying in touch shows you’re proactive and thoughtful – two qualities clients, prospects and intermediaries really value. Besides, everyone is busy – make their lives easier by giving them a nudge.
5. Put your clients front and centre
Finally, take a step back and look at your approach from your clients’ perspective. What challenges are they facing right now? Where can you offer value beyond your usual service lines? When you shift the focus from what you want to sell to what they need to solve, you build stronger, more trusted relationships – and that’s what really drives long-term success.
In summary
You don’t need to overhaul everything to make an impact – just a few smart adjustments can set you up for a successful year. Reflect on the last 12 months, be clear about what you want to achieve, and make BD manageable within your schedule. Most importantly, keep your clients’ needs at the heart of your efforts. That’s where the real value lies.
