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You don't have to get on an airplane, or spend two hours at a restaurant, or prepare slick marketing materials to "do business development."
Small, thoughtful gestures done at your desk can be just as effective.
In fact, the lawyer who simply calls a client on Friday afternoon to catch up on how their life and work is going often ends the call with a new matter.
Business Development Doesn’t Have to be Difficult
Ask most lawyers about business development, and they'll groan about networking events, client pitches, and elaborate marketing campaigns. These high-effort, high-visibility activities have their place, but bringing in new business doesn’t have to require massive time investment and specialized skills.
Some of the most successful rainmakers I work with aren't doing anything particularly complicated or time-consuming. They're just showing up consistently in small ways that demonstrate genuine interest in their clients as people, not just as sources of billable hours.
Give this some thought: When's the last time you reached out to a client without having a specific work-related agenda in mind? If it's been a while, you're missing one of the most powerful business development tools available.
Why Small Gestures Work as Well (if not Better) Than Grand Strategies
There's a reason why that casual Friday phone call is so effective. Several reasons, actually:
Timing is everything. Legal needs don't arise on a predictable schedule. By maintaining regular contact, you increase your chances of being in the right place at the right time when a need emerges.
You demonstrate that you care about them, not just their legal work. This builds the kind of trust that's impossible to manufacture through marketing materials or formal presentations.
You stand out. While many lawyers are excellent at executing legal work, surprisingly few maintain consistent contact with clients during quiet periods.
The Psychology Behind Business Development
The decision to hire a lawyer is fundamentally emotional, not logical. Yes, technical skill matters, but we all know there’s more to it than that. Clients routinely choose lawyers they like and trust, even when other options might be marginally more qualified.
Think about your own purchasing decisions. When you need a service provider—a doctor, financial advisor, or home contractor—don't you gravitate toward people who have established rapport with you? People who have demonstrated consistency, reliability, and genuine interest in you as a human being?
Your clients are no different. They want to work with lawyers who feel like trusted advisors, not just technical service providers.
Making It a Habit
The challenge isn't understanding this principle; it's implementing it consistently. Here's how to turn these small gestures into a sustainable business development:
Block time on your calendar. Reserve 60 minutes each week specifically for relationship-building outreach. Friday afternoons work well because clients are often winding down their week and more receptive to casual conversation.
Create a simple system. Keep a running list of clients, contacts, and the last time you reached out. This doesn't need to be complicated—a notes app or spreadsheet will work just fine.
Take note of personal information. During conversations, make mental notes (or actual notes) when clients mention hobbies, favorite teams, family milestones, or professional goals. These provide natural touchpoints for future outreach.
Rotate through your contact list. Don't overwhelm yourself by trying to reach everyone. Focus on 2-3 meaningful connections each week.
Mix up your approach. Alternate between phone calls, emails, text messages, and physical mail to keep your outreach fresh and engaging.
What About the "Awkwardness Factor"?
I hear this concern often: "Won't it be awkward to call someone out of the blue?"
I think this fear is way overblown. Most people appreciate receiving a call from someone who's thinking about them. The key is authenticity—if you're calling solely to drum up business, that agenda will be transparent and off-putting. But if you're genuinely interested in how they're doing and what's new in their world, most people respond positively.
If you're still uncomfortable, start with clients you know better or use a natural reason for reaching out ("I saw your company in the news" or "I remembered you mentioned your daughter was starting college this fall" or “I loved your LinkedIn post today”).
The Compounding Effect
The value of this approach is that it compounds over time. Each small touchpoint builds on previous interactions, slowly but surely strengthening your relationship and increasing the likelihood that you'll be the first person they call when legal needs arise.
Think of it as relationship interest—small, consistent investments that grow exponentially over time. A single phone call might not yield immediate business, but a pattern of thoughtful outreach almost certainly will.
There's another benefit to this approach that's worth mentioning: it makes practicing law more fulfilling. When you've built genuine relationships with clients, the work itself becomes more meaningful and contextual—you're helping someone you know and care about achieve their goals.
Your Next Step
Okay—here's your challenge: This week, reach out to one client or contact you haven't spoken with in a while. No agenda, no expectations—just a genuine check-in.
Pick up the phone and have a conversation
Send a handwritten note expressing appreciation
Shoot someone a text congratulating them on the big win for their favorite team
I'm not saying they will have a new matter for you. That should not be the expectation. But sometimes clients have matters sitting on their desks that they haven't been able to outsource to a lawyer yet, and your "right time, right place" outreach will lead to a serendipitous opportunity. And if not...well, you'll be better positioned (top of mind) for the next unpredictable opportunity that arises.
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.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.