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Imagine this scenario: you've secured a lunch meeting with a prospective client who you've recently added to your key contact list. You've been developing a rapport with this individual, and you see an opportunity to deepen the relationship further. You understand that the goal of this lunch is not only to build a stronger bond but also to explore potential business opportunities. The question is, how do you navigate the conversation?

This is where many lawyers struggle—they’re unsure about how to strike the right balance and not come across as overtly pitching their services, but also not appear passive. Thinking through how a conversation may play out is important.

Below I share a roadmap that may be a good starting point to think through how to keep your next business development conversation focused and meaningful, yet organic and comfortable. This is not a script, but rather a series of prompts that will help you explore the other person's needs and subtly steer the conversation towards a potential collaboration.

Discovery Questions

Start your conversation by showing genuine interest in the prospective client’s business, challenges, and goals. These questions help you understand their situation better and lay the foundation for you to present your value proposition in a context that's relevant to them. Here are a few examples:

• "What are some of the biggest challenges your business is facing right now?"

• "What are your key objectives for this year and how are you planning to achieve them?"

• "Is there an area where you think your business could be more efficient or effective?"

Transition Phrases

Once you've established a baseline understanding of their situation, you can use transition phrases to guide the conversation toward a potential business opportunity. Here are a few examples:

• "Given what you've shared about your challenges, I'm wondering if you've considered…"

• "Based on your objectives, it seems like there might be an opportunity to…"

• "I've worked with clients who faced similar issues, and we were able to..."

Addressing Concerns

Finally, if the conversation leads to potential objections or concerns, it's crucial to address them confidently and directly. Here are a few examples:

• "I understand your concern about cost. Our firm is committed to providing value and we have flexible billing arrangements to accommodate a variety of budgets. Can we explore this further?"

• "It sounds like you've had a challenging experience in the past. We pride ourselves on our client relationships and would love the opportunity to demonstrate that. Perhaps we could start with a small, low-risk project so you can see how we operate?"

Again, this conversation guide is not a script to be strictly adhered to. Rather, it's a resource to help you navigate business development conversations with greater confidence and effectiveness. As you gain more experience, you'll likely start to develop your own set of questions and transitions that feel natural and authentic to you.

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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.

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