Making It Count Is Another.
The end of the year is fast approaching. This is the time of year that lawyers start to turn to planning for 2027 (or at least they should be, wink).
As you think about the work you want to develop next year, consider not only the opportunities ahead but also how you can make the most of the time you have available for business development.
There are plenty of ways to build visibility and relationships, but not every activity will help you develop the work you want. Here are a few things to consider.
Be Clear About What You Want to Achieve
Before you add a new business development or marketing activity to your calendar, think about what you’re trying to accomplish.
Is your goal to deepen relationships with existing clients? Develop new or existing referral sources? Build visibility in a particular industry? Connect with prospective clients in a new market?
Your goals should guide your choices.
Be Strategic About Where You Spend Your Time
Lawyers have limited time, so it’s important to be selective about how you use it.
Sometimes it’s hard to be selective in business development efforts because you are afraid to choose the wrong activities. If that is the case, look at previous business development successes and what activities delivered opportunities. Look for patterns you can repeat.
Make deliberate choices about where you invest your time and why. Let’s be clear that this isn’t a call to abandon business development activities that don’t generate immediate work. Relationships take time to develop. Focus on building relationships with the people who are most likely to connect you with the work you want to develop.
Don’t Confuse Visibility with Relationship Building
Publishing content and attending events help people become familiar with your practice and the work you do. But visibility is only the starting point. Look for opportunities to turn your business development activities into meaningful relationship touchpoints.
Get more mileage out of your visibility-building efforts by taking the next step. Use and article to reconnect with a contact who might benefit from your insights, or invite a referral source to an event and introduce them to people in your network.
Make Follow-Up Part of Your Plan
Business development efforts lose momentum if you let follow-up fall off your radar.
Follow-up needs to be built into your routine. Connect on LinkedIn and send a note after meeting someone that references your conversation. Look for reasons to stay in touch, whether that’s sharing a relevant article, making an introduction, or checking in on something you discussed.
Remember, you don’t need a reason to get in touch.
Make Business Development a Regular Commitment
Business development takes time.
It is easy to postpone business development activities when faced with client demands. But if you wait until you have free time, business development can easily fall off your calendar.
Help yourself be successful by blocking off business development time as part of your regular schedule. Set aside time each week for specific activities, whether that’s reaching out to contacts, following up on conversations, developing content, or meeting with clients and referral sources.
Make Your Time Count
You don’t have to do “all the things” to develop business successfully. You do need to know what you’re working towards and choose activities that support your goals and help you build relationships that lead to the work you want.
As you plan for 2027, think about how you can use your business development time more purposefully. If you’re struggling to establish priorities, develop a plan, or stay accountable for following through, business development coaching can help you turn your goals into consistent action.