
In today’s legal industry, change is constant. Technology is advancing, client expectations are evolving, and economic uncertainty makes it risky to rely on a few rainmakers to drive revenue. If your firm doesn’t have a strong business development culture, you’re putting long-term growth at risk.
Too often, law firms depend on a handful of partners to bring in business while others focus solely on legal work. But what happens if those rainmakers leave? Or if their biggest client moves on? Business development needs to be a shared responsibility across the firm. Here’s how to build a culture where everyone plays a role in growth.
Common Pitfalls in Law Firm Business Development
Many firms make the mistake of treating business development as something only a select few should focus on. This approach leads to missed opportunities and puts the firm in a vulnerable position when key rainmakers retire or leave. A strong business development culture ensures that growth isn’t dependent on just a few people.
Assessing Your Firm’s Current Culture
Every firm has a business development culture—whether it’s intentional or not. The key question is: does yours encourage active participation or passive avoidance? Some common red flags include:
- Assuming some lawyers just aren’t cut out for business development.
- Prioritizing billable hours over relationship-building.
- Offering little or no training on how to develop business.
How to Build a Culture That Drives Growth
- Encourage a Growth Mindset: Business development isn’t an innate talent—it’s a skill that can be developed. When firms invest in coaching and training, they help all lawyers gain the confidence and ability to bring in clients.
- Make Relationship Building a Priority: Developing strong client relationships shouldn’t be left to senior partners alone. Every lawyer, at every level, should focus on networking, staying in touch with contacts and looking for ways to add value.
- Set Personalized Business Development Goals: Not every lawyer will approach business development the same way, and that’s okay. Some excel at networking, others at writing thought leadership content or speaking at industry events. Give lawyers flexibility to develop business in ways that align with their strengths.
- Create Incentives for Business Development: Recognizing and rewarding business development efforts motivates more lawyers to participate. Clear policies on compensation and recognition for client development efforts can make a difference.
- Recognize Effort, Not Just Results: A single big win shouldn’t be the only thing celebrated. A strong culture acknowledges the effort that goes into building relationships, even if it doesn’t lead to immediate results.
- Provide Ongoing Training: Business development isn’t something you learn once—it requires continuous improvement. Firms should offer regular workshops, coaching and mentorship to help attorneys develop their skills.
- Prioritize Content Marketing: A strong content strategy helps showcase expertise and keeps your firm visible to potential clients. Encourage lawyers to write articles, contribute to industry publications and post insights on LinkedIn to build their professional brand.
- Adjust Strategies for Changing Times: The way firms approach business development today is different than it was five years ago, and it will continue to evolve. Stay ahead by adapting strategies based on market trends, client expectations and emerging opportunities.
Turning Strategy into Action
Building a business development culture isn’t just about encouraging participation—it’s about making it part of how the firm operates. Firms that succeed in this area:
- Diversify their client base instead of relying on a few major accounts.
- Create opportunities for collaboration and cross-selling between practice areas.
- Attract and retain top talent who want to be part of a firm that supports growth.
- Strengthen their reputation and visibility in the legal market.
- Drive consistent revenue growth while maintaining long-term stability.
Final Thoughts
A strong business development culture isn’t optional—it’s essential for firms that want to grow and thrive. The firms that embrace this mindset will be the ones that stand out, attract new opportunities and build lasting client relationships.
If your firm is ready to take a more strategic approach to business development, reach out to me.