One thing for 2025
December is a whirlwind month for lawyers — closing deals before the year ends, attending festive events, and managing a diary filled with work-hard, play-hard commitments. With so much happening, business development often becomes a problem for “future you.” But a little forward planning now can make a huge difference, setting you up to hit the ground running in 2025. Here’s the good news: you don’t have to overhaul your BD strategy in December. A few simple actions taken now can ensure that when you’re back at your desk on 2nd January, you’re already ahead. Pick one to do this week — or tackle them all if you’re feeling ambitious! Send a thoughtful year-end message Action: Draft a short, personalised message to 2-5 of your key clients and referrers. Thank them for their support this year, share one relevant update (personal or professional), and wish them an enjoyable break & that you look forward to working with them in the new year. Identify key contacts for 2025 Action: Take a look at your team BD plans / any referrer plans. Make a list of 5 people you want to build stronger relationships with next year. They could be potential clients, referrers, or even teams/colleagues. Schedule a coffee or virtual catch-up Action: Set up at least one meeting in January with someone on your key contacts list. Get the ball rolling before the New Year by sending the invite now. Refresh your LinkedIn profile Action: Spend 15 minutes updating your profile. Add recent work highlights, a professional headshot if needed, and ensure your headline reflects your current role and expertise. Update your BD Plan Action: If you don’t have a BD plan, jot down a simple one-pager with goals for Q1. If you do have one, review it and outline 2-3 actions to take in January to keep it moving forward.
Building BD confidence: A candid conversation with Jonathan Grigg
This month, Gemma sat down virtually with Jonathan Grigg, head of Foot Anstey’s national commercial dispute resolution team, to talk about BD in the legal industry. As a former managing partner and a lawyer with more than two decades of experience, it’s safe to say that Jonathan knows a thing or two about how to develop a practice. We cover why lawyers often struggle with BD, the mindset shifts needed for success, and hopefully debunk the myth of the “rainmaker” once and for all. Whether you’re climbing the partnership ladder or already a partner, this interview is packed with wisdom you won’t want to miss. Gemma: Jonathan, thanks so much for joining me today. You and I have chatted a fair bit on LinkedIn about the challenges lawyers face with business development (BD). What’s your experience with that? Jonathan: Thanks for having me, Gemma. BD is one of those areas where lawyers often struggle, and it’s largely due to the mindset we develop early in our careers. Lawyers are often described as “insecure overachievers”. Throughout their academic lives, they excel by being the best, whether it’s at university or in the workplace. But BD requires a completely different approach. It’s not just about technical expertise or being risk-averse; it’s about building relationships, and that means taking risks. Lawyers are trained to avoid mistakes, but in BD, you have to accept that not everything will go perfectly. It can be challenging for many to make that mindset shift from avoiding risks to embracing the potential for failure in pursuit of long-term success. Gemma: Absolutely, and it’s interesting that you say it’s about mindset. I’ve seen the same thing – lawyers often struggle with BD because it’s not something they’re naturally trained in. But they expect immediate results. Jonathan: Exactly. When you’re trained as a lawyer, your focus is on having the right answers, solving complex problems, and making sure nothing goes wrong. But BD isn’t about always having the solution ready. It’s about listening – really listening – to what your client’s needs are. You need to understand their pain points and challenges. If you approach BD like a courtroom argument, where you already know what you want to say, you’re missing the point. It’s a conversation, not a performance. Lawyers also tend to set the bar too high when it comes to BD. They might aim to win a huge client or land a massive deal, but it’s the smaller steps, the relationships you nurture over time, that bring real results. Gemma: I completely agree. What are your thoughts about rainmakers? You see a lot of talk in law firms about them being these mythical figures. Is that something any lawyer can become? Jonathan: Rainmakers do seem like unicorns, don’t they? The truth is, being a rainmaker isn’t about having some magical ability to bring in clients. It’s about having strong, consistent BD skills. And yes, any lawyer can learn those skills. Rainmakers are simply lawyers who have figured out how to forge strong client relationships and keep them. It’s not just about one big win. It’s about being persistent, staying visible, and genuinely caring about your clients’ success. A lot of lawyers think, “Well, I’m not a rainmaker, that’s for someone else.” But that mindset is what holds them back. It’s about learning the fundamentals of BD – relationship building, listening, understanding what your clients need, and being proactive in staying in touch. These aren’t traits people are born with. They’re skills that you can – and must – learn if you want to grow in your career. Gemma: This is music to my ears! Some lawyers seem to shy away from BD, though, preferring to focus just on the work. What do you think of those individuals? Jonathan: That’s definitely a valid path for some. Not everyone has to be focused on BD, especially if their goal isn’t partnership or leading a practice. There are many successful lawyers who enjoy just focusing on delivering high-quality work. And that’s fine. But law firms, particularly the partners, want to grow their business. To do that, they need lawyers who are not only excellent technically but also capable of bringing in new work. If you want to move up in a firm, particularly toward partnership, BD is non-negotiable. It’s about developing a sustainable book of business, and that takes more than just being great at the law – it takes responsibility for your own growth and the firm’s growth. Gemma: Yes, you need to take responsibility for your own practice. What advice would you give to someone just starting out in BD? Jonathan: I’d say, first and foremost, get training. BD is a skill like any other, and there’s no shame in needing help to develop it. But beyond formal training, seek out mentors – people who have been through the BD journey and can help you navigate the challenges. Every lawyer’s BD approach will be different, so you need to find what suits your personality and style. A mentor can give you insights into what works and what doesn’t. Don’t be afraid to make mistakes – that’s a key part of learning BD. And that’s one reason lawyers struggle with it. They’re perfectionists who hate failing, but BD requires resilience. You might try an approach that doesn’t work, but that’s how you’ll figure out what does. “Rainmakers are simply lawyers who have figured out how to forge strong client relationships and keep them. It’s not just about one big win. It’s about being persistent, staying visible, and genuinely caring about your clients’ success.” Gemma: That’s such a good point. Lawyers are often perfectionists, and BD is far from perfect. What common mistakes do you see lawyers making in BD? Jonathan: One of the most common mistakes is trying to hit a home run right from the start – setting goals that are way too big, like winning a major client or securing a massive deal straight
How to make the most out of your legal directory rankings
Legal directory rankings are worth so much more than a humble brag a couple of times a year. Given that they take BD and lawyers an obscene amount of time to compile, it seems like a missed opportunity just to use them for marketing purposes. If all you’re doing is updating your website or sharing an “I’m delighted to be ranked” post on LinkedIn, you’re missing out on some serious business development opportunities. Here’s how you can make your rankings work harder for you: The basics 1. Share on LinkedIn While we joke about the ‘humble brag’, sharing your rankings and testimonials does make marketing sense. Some tips for maximising the post: Include one or two testimonials Ensure you have sufficient spacing between paragraphs to make it easier to read Tag the Legal 500 or Chambers in your post Make sure to thank clients and intermediaries (it’s good manners) Link to the webpage of the ranking (though please note that linking to pages outside of LinkedIn may impact your reach If your firm has created imagery be sure to include this – posts with images tend to fare better 2. Add to your website profile Adding the logos, rankings, and some testimonials is something run-of-the-mill for most firms, and it’s a sensible approach – directory accolades are external validation and are something that can sway some clients. 3. Add to your pitches and proposals As with the website, rankings are an excellent way to build credibility in pitches and proposals. Incorporate relevant quotes and logos from the directories to show how your strengths align with a potential client’s needs. 4. Use in your marketing collateral While the tendency is to just add logos or quotes onto marketing brochures, there is absolutely no reason why you cannot include a quick note in your regular newsletter about your rankings. Go further than the usual content and perhaps link it to an anonymised case study. 5. Add to email signatures This one doesn’t need any explanation really. Our tip is if you’re going to add them to your email profile ensure that you have a page set up on your website which talks about your rankings and has a clear user journey mapped out after this (i.e. you’ve thought about where you would like your audience to go next). Linking to the Legal 500 or Chambers & Partners just directs your website traffic elsewhere and potentially to your competitor profiles. Next level 6. Use it as an excuse to connect with clients and intermediaries Your ranking is a perfect excuse to check in with clients and intermediaries. At the very minimum you should be sending a personalised thank you note to each client or contact that agreed to be a referee, but you should also be using this as an excuse to catch up, continue the conversation and learn (and possibly win work). 7. Analyse your market The directories have a wealth of information that firms rarely use. Think about: What trends are emerging in your practice area/sector? What are your competitors doing? Who’s climbing the ranks, and why? Use this data to help you spot new opportunities and areas where you need to improve. 8. Learn what clients are really interested in Client feedback (and not just your own) is hidden gold, in our opinion. Personally, I love to know why clients are raving about my competitors and benchmark myself against them. Law firms should be doing the same thing. A note on best practice Keep a Database for Future Legal Directory Submissions This is aimed more at BD and Marketing teams, but the last-minute scramble by organising your testimonials, client feedback, and rankings in one place. By keeping a central repository, you’ll be able to not only track how your rankings evolve over time but also make your lives easier. Start preparing now If you haven’t already started thinking about the process for the upcoming 2026 legal directory submissions – start now. Chambers & Partners has some deadlines as early as November. If you’re a lawyer start thinking about your biggest and best matters from the last 12 months, and any clients or contacts who might be willing to give positive feedback about you. If you’re in BD start pulling the data, case studies, check on the recent changes to the submission templates and enjoy the calm before the storm!
Making the jump to partner – Holly Goacher and Rachel Holdaway
We’re back, feeling (mostly) refreshed after the summer break, and we’re starting strong with a double interview just for you. We had the pleasure of speaking with Rachel and Holly, both partners in the real estate team at Cripps. Rachel made partner in 2022, and Holly joined the partnership in 2020. They share their journeys to partnership, discussing the challenges they faced, the skills they developed, and the lessons they learned along the way. For all our aspiring partners, keep reading, this is a good one. Was there a moment when you knew you were ready to become a partner? Rachel: I reached a stage where I was undertaking a team management and supervision role which was akin to or even beyond what some existing partners in the team were doing. Given my age at the time, I probably wouldn’t have gone for promotion to become partner unless it was recognised by other partners that I was ready for this next step and who encouraged me to submit my application for promotion. Holly: The short answer is – no! When it was first mentioned to me that perhaps I would like to consider joining the Partnership I felt nothing but uncertainty. I thought I can’t be ready for this, surely?! I was pretty early on in my career in terms of post-qualification experience, and in my mind being a partner meant being technically excellent as a result of years of experience. But taking a step back, looking at my contribution to our team, my commitment to the business and our clients, and my enthusiasm to learn and grow I can see now it was the right time, and I am glad I took the plunge. What are the top three skills you believe helped you most in reaching partner level? Rachel: (1) Being receptive to change (2) Having a “can do” attitude (3) A good reputation, both within the firm and externally, as being someone who is proactive and responsive. Holly: Energy, enthusiasm and a real passion for the work and the firm. I feel a huge sense of loyalty to my team and I have always loved the legal work, which is a big part of why I think partnership was identified as a route for me. It is so important when considering a partnership to ensure the culture and values of the firm are a fit for you, because without that it will be really difficult to maintain these things. What BD or marketing tactics generate the most success for you? Rachel: Building relationships with existing networks and, in particular, the next generation within client’s businesses whose careers are at a similar stage to mine. Holly: Business development and marketing can be viewed as this formal, stuffy thing, but making connections with people outside of the deals you are doing is really enjoyable and that’s what creates the lasting relationships. I want to work with people who I get on with, and I am sure everyone feels like that, so making an effort to really get to know people, being personal, is where I find I have success. What’s one tool or resource you’ve found invaluable for keeping track of business development opportunities? Rachel: LinkedIn and Green Street News Holly: Business development is everywhere, all the time. The most invaluable thing for me is always thinking about where that next connection could be – it might be speaking to a waiter while having dinner and it turns out they are planning to open their own restaurant. That’s an opportunity! What changes have you noticed in your responsibilities or mindset since becoming a partner? Rachel: A greater emphasis on leading by example and being aware of the influence/impact I can have on others. Holly: I absolutely agree with Rachel. As a partner, you set the tone in the team, so you have to consistently show up and put others first. Suddenly rather than being led, you are the leader. That is a huge mindset shift. “You soon realise that even your superiors still feel imposter syndrome at times.” What personal qualities do you think are essential for a partner to succeed in today’s legal landscape? Rachel: Having a deep understanding of our client’s business needs, the markets in which they operate and the challenges which they face. Holly: When I started to explore the role, I focused on the three main elements to being a partner, and having these in my mind and working on them all the time is what has helped me in continuing to grow in the role. These are technical excellence, demonstrating business development and team management. Being willing to learn in all of these areas is essential. Looking back, is there something you wish you had learned earlier in your career that might have made the path to partnership smoother? Rachel: Having imposter syndrome is completely normal and actually quite healthy! You soon realise that even your superiors still feel imposter syndrome at times. Holly: Definitely! That uncertainty I described was alleviated as I thought more about taking that next step in my career and talked it through with other partners, but it never really disappears. So long as I acknowledge and understand it, that’s part of what makes me hungry to always be improving. I also keep a little note on my phone so when I do something that’s particularly well-received or has pushed me outside of my comfort zone, I add it to the note. Then, when I’m feeling a bit unsure of myself I read it, and it gives me a boost of confidence to keep going for it. What advice would you offer to someone aiming to make partner within the next year? Rachel: Look at the requirements for promotion now and keep regular notes as and when you do something which you believe meets the necessary requirements to become a partner. This, in the long run, will make
Summer approved low-effort BD activities
It’s so easy. You hit the summer period, immediately take your foot off the gas in terms of BD and vow to pick it all back up again in September. The problem with this approach is twofold: 1) if, like us, your practice quietens down, then you’ve missed out on an opportunity to do some solid BD, and more importantly, 2) you might be setting yourself up for a difficult Autumn if you haven’t already built your pipeline. Having been there already my advice would be to do a few small things well, so you’ve sown the seeds ahead of the September rush (and you can still enjoy the sunshine). Here are 6 simple things you can do to keep things moving over summer, which won’t eat into your time: Test the waters with LinkedIn: If you haven’t already gotten into the swing of posting regularly on LinkedIn, then summer is the best time to hone your skills. It’s quieter, and so there should be less pressure to get it perfect. The most important thing is just to start. Read our interview with Sarah Ouis, LinkedIn legal guru here Check in with clients: Summer is an excellent time to reconnect with clients (including lapsed ones). Schedule informal catch-up meetings or calls to see how they’re doing and if there’s anything you can assist them with. This shows your ongoing commitment to their needs and helps keep you top of mind. If you don’t know what’s coming up for them in Autumn then now is the time to ask. Focus on cross-selling and referrals: As it’s quieter for most people, this is a great time to chat with your colleagues and intermediaries about cross-selling and referral opportunities. Discuss potential clients or cases where you can offer additional services. It’s amazing what work you can generate from a few Teams calls. Read our interview with Charlie Lawson, expert unnatural networker, here Review your BD and content plans: Take advantage of the summer slowdown to review and update your BD and content plans (if you have them, if not, create them). Be honest about what has worked so far this year and what hasn’t. What you enjoyed and what you didn’t. Tweak your strategies accordingly to align with your goals for the remainder of the year. Read our interview with Kerry Jones, executive coach, on goal setting, here Get prepped for the legal directories season: No one we know actually does this, and we’re not sure why. Summer is the perfect time to start preparing for the legal directory submissions. The deadline will come around quicker than you expect and it’s often a painful and time-consuming process. Gather your best case studies, key achievements or names of your happiest clients. Early preparation ensures that you’re not scrambling at the last minute and can present the strongest possible case for your inclusion. Read our interview with Simon Christian and Al Marsh, Chambers editors, here Apply the DCM Insights activator research to your practice: This research was revelatory, and as a result, lots of firms are changing their BD training. If you haven’t already worked out which personality type you are and how you’re going to become an activator then start with this article: https://trifecta-gfc.ck.page/posts/build-a-solid-personal-brand-and-a-client-following-with-these-tips
Making the jump to partner | Matthew Briggs, Irwin Mitchell
This month, we chatted with Matthew Briggs, a Partner at Irwin Mitchell. Matthew first made partner in 2021 at private client consultancy firm The Burnside Partnership before joining the IM partnership in 2023. During his career, Matthew has worked at leading global law firms and spent time in top-ranked London and regional private wealth teams. Matthew shares his story and tells us how he made that all-important jump. Reflecting on your journey to partnership, did you always know you wanted to become a partner? How did you know you were ready? Yes, I did always know and had the goal of partnership in mind when progressing through my career. There have naturally been bumps in the road, but you learn from experience and hard work pays off. I got to a point where I felt confident in that step up to partner, and partly this was because of success in BD. I started to build my network early on and therefore had relationships I could rely on. How has your approach to leadership developed as you have worked your way up the legal profession? Leadership is so important, and I realise, when looking at my career to date, how influential leaders are on your own behaviours. As a partner, you cast a shadow and it’s vital to keep this in mind. Being a successful leader requires confidence, but also self-reflection, and there will be times when you don’t get it quite right. But understanding the environment in which you’re leading, and the people in it, is crucial. At GFC we talk a lot about how being a successful lawyer is all about building relationships. Can you tell us how you built your client base, and what strategies/activities you have found most effective? I started networking early on, when I was a trainee, to build relationships at an early stage. I’m still working with the same clients and contacts from that time, which is so rewarding. I pushed out of my comfort zone with the BD, and it soon became the norm. It’s important to build BD into your day, and this can also include internal networking within your firm. Know your USP, so you can effectively market your expertise. Do you think there’s a winning ratio of managing existing relationships vs targeting new clients? I think it depends on the area of law. In private client, we work with families on dynastic planning and so there is longevity in those relationships – but of course, you can’t take this for granted and must invest time in maintaining existing relationships if you want to stay in the role of trusted adviser. It’s also important to feed the pipeline, which involves going to market and growing new relationships. It’s a balancing act, but there is value and reward in maintaining your existing client bank. BD is all about building relationships, including with your colleagues, and you won’t be as effective at it working in silos. What have you found the biggest challenge of becoming a partner and how have you tackled it? There are only so many hours in the day and you can’t do everything! Don’t take too much on. It’s easy to overload yourself with activities, especially when you are new to a firm. I soon learnt to be more assertive with opportunities and that it’s ok to say ‘no’. I was reminded that partnership is a marathon, not a sprint, so pace yourself and make what you do count. Also, it’s important to communicate with and take counsel from senior leaders around you who have been in your shoes as a newly appointed partner. There’s a lot to be gained in learning from their wisdom. What are your thoughts on effective business development and how has your relationship/attitude to BD evolved during the course of your career? You need to take a focused approach to BD or otherwise, it can be too scattergun. If you end up spreading yourself too thin, you won’t yield as much success, even though you will still be working hard. I have never underestimated the importance of BD, but it took me a while to learn how to be smarter at it. As I’ve developed my own specialisms, it’s been important to know my colleagues’ USPs (and for them to know mine) to spot opportunities. I’ve come to appreciate the value of the internal network. Going to market with my colleagues works well so the audience can see the breadth and depth of our expertise. Knowing (and believing in) your ‘value add’ is really important here. Do you have a personal BD plan? Yes, I have a BD plan, which I keep under review and regularly discuss the outcomes with my own line manager and other colleagues to ensure that as a group, we are spotting opportunities for one another and therefore maximising the impact of our own BD activities. In such a competitive market, BD is more impactful if you have a plan that capitalises on a skillset or approach that sets you apart from others. But be collaborative – BD is all about building relationships, including with your colleagues, and you won’t be as effective at it working in silos. Is there anything you wish you’d known earlier or done sooner before you started on the path to partnership? It’s OK not to know everything and there is a real strength in being honest about this. Success as a team can be delivered through the blending of skillsets and so be truthful about what it is you can and can’t do. You’ll earn the respect of others this way. If you had to give one piece of advice to associates looking to progress in the next 12 months, what would it be? Build and maintain relationships, within your firm and outside of it. Those are the personal connections you will need as you climb the ladder. And help others climb theirs – the legal world is surprisingly small, and reputation is
‘There are outside counsel freebies? #mindblown’
It’s time to talk about value-adds Value adds is a phrase that rears its head at two, possibly three, key moments in the client lifecycle: 1) during the pitching stage and 2) when you’re pitching again, but this time it’s about pulling out all the stops to try and hold on to a potentially unhappy client. The savvier firms and teams also assess this when a client ticks a certain number of boxes and is added to a key client programme (of which we are big fans and would encourage more firms to implement). We recently supported a client on a defensive tender where one of the procurement-type questions asked about the value adds the firm can offer the client. It got us thinking – what do clients really want? With some help from the fabulous Sarah Irwin, former GC and founder of ITGC, we conducted a survey of 100 GCs and buyers of legal services to find out what value adds (or as they put it, ‘freebies or perks’) they valued the most from their outside counsel. The results were surprising, to say the least. What instantly became clear were three things: Clients want ‘counselling’ Being a sounding board for your clients, giving them the opportunity to discuss whatever issues, stresses, or successes they want to cover, is a critical free service clients want and need. Some called it a ‘five-minute thumbs up/ thumbs down call’, while others said just knowing that they could pick up the phone and talk things out with their lawyer was the reason they still instructed them. Time ‘off the clock’ is something we do see in pitches, but never phrased in a way that really speaks to the client – i.e. counselling. There is still a place for educational content Content such as law updates and CPD came in second. We have seen this offered for many years, and clearly, there is still an appetite for it. That being said, the feedback we’ve heard from clients is they are sometimes inundated with law firm newsletters, and the differentiator can be the lawyer taking 5 minutes to summarise the key issues of interest to the client and why they should care. Too many clients weren’t even aware that ‘freebies’ were even a thing This one speaks for itself. Value adds have become the norm – a standard part of a relationship between law firm and client. If you’re not offering them you can be sure that your competitor is. Put it into action Ask yourself: what value adds or freebies are you offering to your clients? Have you ever asked their feedback on what you’re offering? What do they really want? Don’t score an own goal – ensure that those who should receive your communications are receiving them. This one is too easily done, but also easily fixed Don’t really on the firm’s comms to do your job for you – summarise the article with the points your client needs to know Pick up the phone – make it clear that if your client needs to talk things through they can do it with you (not your competitor)
Short on time? 6 quick BD tips that won’t eat into your chargeables
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.
How to stand out and succeed on LinkedIn with Sarah Ouis
Q&A with Sarah Ouis founder of Law but How? This week, we chatted with Sarah Ouis, a former in-house counsel turned LinkedIn trainer and lead generation expert. Sarah helps legal professionals build and scale a qualified audience, and show them how to turn them into paid clients through LinkedIn. Sarah’s clients have achieved remarkable successes, from landing first clients to industry awards – I (Gemma) should know, Sarah helped me build my pipeline from 0 to becoming fully booked for 6 months. If you’re a legal professional ready to leverage LinkedIn effectively, Sarah is your guide to stand out and succeed. Tell us a bit about what you do and why you’re different to the other LinkedIn experts out there. I am fortunate to be training associates, partners and law firm owners on moving away from being just a technician of the law to adopting the rainmaking mindset. That is, learning how to generate demand for what they do. I used to be a buyer of legal services when I was a General Counsel and that’s probably my biggest differentiator. I am an ex-practising lawyer and I know that legal professionals need a lot more than ‘tactics & templates’ to be successful. They need to embrace the idea that marketing & BD is not a nice-to-have and divorce from the exceptionalism mindset where a law degree used to suffice. I am committed to deeply transforming their approach to marketing which often consists of dinners, referrals, awards and soul-crushing legal articles. Should lawyers of all levels be actively using LinkedIn, or is this reserved for senior associates or partners, for example? I certainly started using LinkedIn when I was an in-house counsel and had no intention of monetising my audience. It expanded my network and gave me incredible opportunities. So I would say that this activity is not reserved for senior practitioners at all. I think what will change is the way it is used across the spectrum. More junior lawyers will probably focus more on finding their own voice and starting a network. Where more senior lawyers will be more intentional about attracting clients and building a pipeline What are some common mistakes lawyers make on LinkedIn, and how can they avoid them/rectify them? Where do I start! Here are a few: Not leveraging their personal LinkedIn page and relying on their corporate pages / law firm marketing activities. It is a mistake for 2 reasons: The algorithm rewards posts by individuals 5-8x more (I also ran the test myself) People buy from the partners / founders / associates, less so the corporate brand (unless you are one of the big ones that gets hired for high-stakes cases). Case in point, how many clients actually follow the company page updates vs being just connected on LinkedIn with their main point of contact. Posting soul-crushing updates. Being “thrilled and delighted” to complete the sale is boring and forgettable. This is a social platform where personal experiences, stories and opinions stand out a lot more than safe updates that do not move the needle. Thinking that you do not have to sell. To get, you need to ask. You need to become a go-to for what you do, but this is not enough if you want to land paid enquiries. You need to promote your services, how you help your clients, share war and success stories alike. It is more comfortable to assume that people will just reach out when they need help. But sadly they don’t. Oftentimes, you need a trigger. Talk about your services 20% of the time. From what we know of LinkedIn there are some golden rules for creating content that resonates with your audience – what would say they are? You need to speak to the person you’re trying to attract. And that person cannot be an abstract avatar in the likes of ‘anyone and everyone that may need legal services’. It has to be someone that looks like your ideal client profile. For example, European-based GCs of medtech companies. You have to speak about things that are relevant to them. Not any and all legal updates in life sciences for example. But more specifically to the types of challenges they’re having and how you can be a solution. Keep a 1 idea / 1 post ratio. Often lawyers have this urge of overdoing and are perfectionists. So they tend to post lengthy, meaty content that is way too overwhelming in a social media context. Linked to the previous tip, keep your posts short and actionable. Move them your audience from 0 to 1. What advice would you give to people just getting started with LinkedIn? Don’t sit around for too long trying to come up with the perfect time, plan to get started. Clarity comes from doing imperfect actions over and over again. Commit to talk about one set of topics for 3-months to start seeing patterns in your results. You’ll start seeing what resonates with your audience and what you should do more of. Just aim to speak to one category of person to start with. The people you’d like to attract. Your peers usually will come naturally to you if you post something that may be relevant to them and their clients. The magnitude of the impact and reach of your message, given the commitment, is unprecedented. How important really is someone’s LinkedIn profile for attracting potential clients and opportunities? What are the key things people should be doing to maximise them? I am yet to see anything else that can put us in front of hundreds of people at once for free, working from our comfy PJs at home. The magnitude of the impact, and reach of your message, given the commitment, is unprecedented. Years ago people used to rely on TV and Radio to reach similar numbers. Not using LinkedIn to get leverage with your message is a major mistake,
Why follow-up is often more important than the BD activity itself
If we could train lawyers on one thing, it would be the importance of following up (and being unashamed about it). It’s so often overlooked in favour of the next opportunity, usually before the lawyer has capitalised on the first opportunity, and if left unchecked, it will result in BD burnout (and not a lot of work). An example: You meet an interesting person at an industry event. You hit it off and agree to follow up in due course about some of the things you discussed – they had a specific issue that falls right in your wheelhouse. You mark the event as a success – it generated at least one opportunity. A few days later, you send a tailored email referencing some of the things you discussed and suggesting a call to work out how you might be able to help. You don’t hear back. You feel uncomfortable and wonder whether you had your wires crossed; maybe they weren’t really interested in your services? Maybe they looked you up and weren’t impressed by your website profile? Maybe they no longer have an issue and don’t need your support. You leave it, thinking, ‘If they’re interested, they’ll get in touch’. The chances are they won’t get back in touch. Because they’re busy, not because they’re not interested, don’t need your services or weren’t impressed by you. Think of how many times you’ve forgotten to respond to a loved one or a close friend – the most important people in your world. It’s only natural that potential clients are equally as busy and distracted. A wise person once said to me: ‘we are shepherds of the whole process’. Follow-up is a bit like a muscle that needs to be worked before it becomes accustomed to certain exercises – the more you do it, the more natural it will feel. It will likely feel uncomfortable at first, as if you are bothering the other person, but trust me when I say this is how business is done. How to nail your BD follow-up: The easiest solution is to book in the next interaction before the first one is finished. Agree on when you’ll speak next and send the appointment straight afterwards. If not: Add the contact on LinkedIn if you haven’t already with a personal message Diarise to get back in touch after your first contact, a maximum of 7 days later Set aside a couple of hours – email, send a message on LinkedIn or pick up the phone If you’re feeling particularly uncomfortable, spend some of that time researching the contact’s industry and come up with something in your armoury e.g. a useful report (I particularly like to use LinkedIn for this – using it to source something to reference such as ‘I saw you were at [x] last week, I couldn’t make it’ etc) Do this at least one or two more times, leaving more time in between each follow-up I usually recommend three follow-ups, more if one was sent during half term/summer/Christmas It’s as simple as that. Instead of focusing on your own narrative or limiting beliefs, send that follow-up – you have nothing to lose and everything to gain. We often tell the partners and associates we work with that we’d rather them do one thing well with strategic follow-up than five things without any follow-up; it’s where the magic happens.