Asking for business isn’t always easy, even for lawyers who prefer to let their work speak for itself. Whether it’s worrying about sounding too pushy or not knowing how to start the conversation, it can feel uncomfortable. But if you want to grow your practice and strengthen client relationships, learning to confidently ask is essential. It’s about offering value, choosing the right time and staying authentic—because, in the end, people prefer to work with those they know, like and trust. Let’s explore a few strategies that can help you ask for business with confidence and impact.

Why Asking for Business is Important

First, let’s discuss why asking for business is so critical. Many lawyers assume that simply doing good work will naturally attract new clients. While excellent work is undoubtedly important, clients won’t always come to you without prompting. Potential clients may not even be aware that they need your services, or they might not know the full extent of your expertise. This is where asking for business comes in.

By directly asking for business, you position yourself as a proactive problem solver. It allows you to clarify how your services can help address a client’s specific needs. Asking also shows confidence in your abilities and keeps you top of mind for future opportunities.

When you actively ask for business, you’re taking control of your professional growth. You’re not waiting for clients to come to you—you’re positioning yourself to be seen as a valuable resource when they need you most.

Overcoming the Fear of Rejection

One of the main reasons lawyers hesitate to ask for business is the fear of rejection. Many worry that hearing “no” will damage relationships or make them look bad. However, this fear is often exaggerated. Rejection doesn’t have to be a setback—it’s a normal part of business development and can even be an opportunity.

Shifting Your Mindset: From Scarcity to Abundance

To overcome the fear of rejection, you need to shift from a scarcity mindset to one of abundance. A scarcity mindset makes you believe that opportunities are limited and that every rejection is a lost opportunity. On the other hand, an abundance mindset sees rejection as a natural part of the process and recognizes that there are plenty of opportunities to ask for business.

By embracing the idea that not every ask will result in a “yes,” you take the pressure off. With an abundance mindset, you view rejection not as a failure but as a step toward success. It’s simply part of the process of finding the right clients and the right opportunities.

Reframing Rejection

Rejection often doesn’t mean “no” forever—it might mean “not now” or “not yet.” Sometimes, potential clients aren’t ready to engage your services at the moment, but they could be in the future. Instead of taking rejection personally, view it as a stepping stone. Use it as an opportunity to learn more about the client’s needs and to build a stronger relationship.

For instance, if a potential client declines your services today, follow up later with helpful insights, share relevant industry news, or offer free advice that demonstrates your expertise. Keeping the relationship alive and staying in touch can lead to opportunities down the road. Persistence is key, and it often pays off in unexpected ways.

Techniques to Ask for Business Confidently

Confidence is essential when asking for business, and confidence comes from preparation and strategy. Here are four techniques that can help you ask for business more confidently and effectively.

Prepare Thoroughly: Confidence starts with being prepared. Before you approach a contact or potential client, make sure you’ve done your homework. Research their business, understand their challenges and identify how your services can provide value. Knowing exactly how you can help them makes your ask feel less like a pitch and more like a valuable offer. For example, if you’re aware that a contact’s business is struggling with regulatory compliance, tailor your ask to highlight how your expertise can help them navigate these challenges. Being specific about the value you offer makes your ask more relevant and impactful.

Approach the Conversation with Empathy: When asking for business, it’s important to approach the conversation with empathy. Instead of focusing on what you want (the client’s business), focus on how you can help them with their needs. This shifts the dynamic and makes the conversation feel less transactional and more like a genuine offer to solve a problem. Clients want to feel understood. By showing that you understand their challenges and concerns, you position yourself as a trusted advisor not just a lawyer looking for more business.

Choose the Right Phrasing: How you phrase your ask can make a big difference. There are two main approaches to phrasing the ask: direct and indirect. Both approaches can be effective, depending on the context and the relationship you have with the client.

  • Direct Approach: “I’d love to help you with [specific issue].” This approach works well when you already have a relationship with the client and are confident in your ability to help them with a particular problem.
  • Indirect Approach: “How can I support your team on [issue]?” This softer approach opens the door for a conversation without putting pressure on the client. It allows them to express their needs and concerns, giving you valuable insights into how you can help.

Both approaches require confidence, but it’s important to adapt your phrasing to the client’s situation and personality.

Practice Active Listening: Once you’ve made the ask, active listening is crucial. Listening carefully to your client’s response allows you to understand their concerns, objections or priorities. This gives you the chance to respond thoughtfully and build trust.

For example, if a potential client expresses hesitation, don’t rush to overcome the objection. Instead, listen carefully and ask follow-up questions to better understand their concerns. This demonstrates that you value their input and are genuinely interested in finding a solution that works for them.

Using LinkedIn to Build Relationships

LinkedIn is a powerful platform for lawyers looking to build relationships and stay top of mind with potential clients. If you’re not using LinkedIn strategically, you’re missing out on valuable opportunities to connect with your network. Here’s more on how to build a strong LinkedIn network.

  • Stay Top of Mind: One of the best ways to ensure that your contacts think of you when they need legal services is by staying top of mind. Regular posting on LinkedIn helps you maintain visibility without being pushy. By sharing valuable insights, relevant articles and industry updates, you position yourself as a knowledgeable resource. If you consistently post about legal trends in your area of practice, your network will see you as a go-to expert. When they need advice or services in that area, you’ll already be top of mind.
  • Learn About Your Network: LinkedIn isn’t just a platform for promoting yourself—it’s also a great way to learn about your contacts. Pay attention to what your network is posting, commenting on or sharing. This gives you insights into their current challenges, goals and interests, which can help you find natural reasons to reach out. For instance, if you notice that a contact has recently changed jobs, started a new initiative or is attending a conference, you can use that information as a touchpoint. Reach out with a congratulatory message or offer to discuss how you might be able to support them in their new role. Here’s how to use the notifications section as a business development tool. 
  • Offer Value Before You Ask: One of the best ways to build relationships on LinkedIn is by consistently offering value before you ask for business. Share insights, articles or even free advice that demonstrates your expertise. Over time, this positions you as someone who provides value, making it easier to ask for business when the time is right. Here are some things you can do every day to enhance your LinkedIn presence.

Here’s more on how to use LinkedIn to expand your business.

Meeting Clients Everywhere: Beyond the Office

One common misconception is that you only meet clients at formal networking events or conferences. In reality, potential clients are everywhere – if you’re open to seeing the opportunities.

  • Clients Are Everywhere: You can meet potential clients in the most unexpected places, whether at a social event, a community meeting, or even while waiting in line at a coffee shop. The key is to be approachable and open to conversation. You never know where a casual conversation might lead. For example, a chance encounter at a local event could turn into a valuable business relationship if you’re open to talking about your work in a non-salesy way. Here’s how to make more valuable connections.
  • Stay Open to Opportunities: You don’t need to be in “sales mode” all the time, but staying open to opportunities is key. Be genuinely interested in the people you meet, and don’t be afraid to share what you do when it’s relevant. Conversations that start casually can often lead to more meaningful discussions about how you can help.
  • Get Out of the Office: To meet new clients, you have to get out of the office. Attend industry events, join local organizations and participate in community activities. The more you engage with others, the more opportunities you’ll have to meet potential clients. Networking isn’t just about formal events – it’s about being visible and active in the places where your clients are. Check out this article for some additional networking best practices.

Key Takeaways to Turn Contacts Into Clients

  1. Confidence Comes from Preparation: Thoroughly prepare before asking for business by researching the client’s needs and tailoring your ask to their specific challenges.
  2. Rejection is a Stepping Stone: Shift your mindset from scarcity to abundance. View rejection as part of the process and an opportunity to build stronger relationships.
  3. Use LinkedIn Strategically: Stay top of mind by regularly posting valuable content, learning about your network and offering value before asking for business.
  4. Clients Are Everywhere: Don’t limit your business development efforts to formal settings. Be open to meeting clients in both professional and personal spaces by staying approachable and engaging.

By applying these strategies, you can confidently ask for business, build stronger relationships and turn your contacts into clients. Remember, business development is a long game and success is about adding value, solving problems and nurturing relationships.

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