Selling legal services is different from other sales in a crucial way that makes it understandably difficult for many lawyers: you are the product.

Clients don’t want to be impressed. They want to be informed—in a way that helps them make better decisions. They don’t want you to summarize the rules. They want you to interpret what those rules mean for them. They don’t want to read what happened. They want to understand why it matters and what to do next.

No one becomes a rainmaker overnight. The lawyers bringing in millions in business today started exactly where you are: making a decision that their future was worth investing in, even when present demands seemed overwhelming.

What you know (your legal expertise) earns you a seat at the table. But your desire to understand what you don't know is what will keep you there.

Nurturing your existing key contacts is essential. But don’t forget to dedicate time to meet new people—elevating and expanding your network—which can exponentially increase your opportunities.

Observable metrics—views, likes, followers, connection counts—provide the comfort of immediate validation. Don’t get me wrong - it’s great to build visibility and momentum through marketing. Visibility is important - but insufficient. 

The formula is simple: Start boldly, build strategically, and let your efforts compound consistently. Not easy to execute. But definitely worth the effort.

In a profession where technical competence is table stakes, business opportunities tend to flow to those who consistently make human connection a priority. It really is that simple.

Lawyers who frequently request and generously provide introductions are successful at building their practices. They attract better clients, build deeper relationships, and develop stronger professional reputations.

By consistently engaging your most valuable contacts in meaningful ways, you build the trust and visibility that naturally leads to new opportunities.