Many associates put off business development. They think it comes later, once they’ve made partner or have a book of business to grow.
But waiting means missing opportunities.
Business development isn’t just about landing clients. It’s about shaping your reputation, building relationships and being intentional about the kind of lawyer you want to become. The habits you form early in your career influence the work you’re assigned, the people who think of you for opportunities and the trajectory of your practice and career over time.
This post is about taking control of that trajectory. It walks through how to build a practical plan that fits your current role and helps you stay connected to your long-term goals. Whether you’re just getting started or looking to build more structure into what you’re already doing, the strategies here are designed to help you take small, consistent steps that add up.
Start with what you know
Many associates get stuck before they even begin. They convince themselves they need more time, more experience or more direction before they can create a business development plan that makes sense. But getting started isn’t about having everything figured out. It’s about noticing what interests you and taking small, thoughtful steps that align with where you want to grow.
Start by looking closely at the work you’re already doing. Which matters have been most engaging? Which types of clients or industries have caught your attention? Are there senior lawyers whose practices you admire or want to learn more about? This reflection is the foundation of your plan. It helps you identify where you want to go rather than where you think you’re supposed to go.
Once you’ve done that, choose a few practical next steps to take over the next quarter. This could mean asking to get involved with a specific type of matter, setting up meetings with colleagues whose work you’re curious about or attending a program related to a sector you want to explore. Keep your actions focused and achievable so you can build consistency over time.
The goal is to move forward with purpose, not perfection. Progress happens through action, and the more intentional you are with those actions, the more your plan will start to take shape in a way that feels relevant and sustainable.
Let your plan guide your time
There will always be more you could do than time allows. That’s why having a business development plan matters. It gives you something to anchor to when everything feels busy or uncertain.
A simple plan can help you decide where to focus. Instead of saying yes to everything, you’re prioritizing the activities that are most likely to build relationships, deepen your experience and support your goals. That might mean reaching out to someone you haven’t spoken to in a while, offering to help with a pitch, attending or organizing an industry or firm event, contributing to a piece of thought leadership. These are small, doable steps that move your career and practice forward, while helping you enhance your personal brand.
A plan also gives you a way to measure your progress. It becomes easier to notice what’s working and what you want to try next. And it helps you spend your time in ways that feel aligned with what you’re building, not just what’s on your to-do list.
Keep relationships at the center
You already have a network. Think about your law school classmates, former co-workers and friends from past firms. These are people who know you, like you and understand the kind of lawyer you are. They’re often the ones who can open doors, make introductions or think of you when something comes up.
That’s why it’s so important to stay in touch. Send a quick message. Check in when you see someone has made a move. Share an article that made you think of them. Grab coffee if you’re in the same city. These moments don’t have to be big or constant but they should be intentional.
When you nurture your existing relationships, you’re reinforcing your reputation and reminding people what you do. You’re also making it easier for them to think of you when opportunities arise. It’s one of the most impactful things you can do for your career.
Increase your visibility
People refer work to those they remember. That’s why it’s important to stay visible in consistent and thoughtful ways. You want to show up in ways that reflect your strengths and help others understand the kind of work you’re focused on. When someone looks you up on LinkedIn or sees your name on an article, will they have a clear sense of what you do and who you work with? Are you creating moments that reinforce your experience and interests?
Visibility doesn’t have to be complicated. You can contribute to a blog post, help draft a client alert, attend an industry event or share a quick observation on LinkedIn. Even small steps like commenting on a colleague’s update or reconnecting after a webinar make a difference. Each one is a chance to stay top of mind and remind people of the value you bring.
You don’t need to do everything at once. But if you can find small, consistent ways to be present and engaged, those touchpoints will build over time. They help strengthen your reputation and create more opportunities for connection, referrals and new work.
Check in with your plan
Your business development plan isn’t something you create once and forget. It’s a working document that should grow with you. As your practice evolves, your plan should evolve too. That means checking in with it regularly and asking real questions such as:
- What’s changed in the last few months?
- Have you developed new interests or started doing different kinds of work?
- Have you met people with whom you want to build stronger relationships?
- Have any new opportunities come up that you didn’t see before?
Many associates create a plan because they were asked to, not because they see the value in it. But when you treat your plan as a tool instead of a task, it becomes something that helps you stay focused and intentional. It keeps you from drifting. It helps you track what’s working and where you’re gaining traction. And it gives you permission to stop doing things that aren’t moving you forward.
Set a recurring reminder to review your plan every quarter. Use that time to reflect and reset. Tweak your goals, revisit your target list and adjust your outreach strategy. Think of your plan as something you’re actively shaping, not just something you check off a list. The more time you spend with it, the more useful it becomes.
Use the support around you
You’re not expected to do this all on your own. There are people whose job is to help you think strategically about your business development. Your marketing and business development team can work with you to shape ideas, prepare for meetings and build on what you’re already doing.
Whether you’re drafting an article, attending an event or figuring out what to post online, they can help you make the most of it. The more they understand what kind of work you want to do and who you want to reach, the more useful they can be. Keep them in the loop and let them be a resource.
Keep track of what you’re doing
It’s easy to lose track of your efforts when your days are packed with deadlines and client work. That’s why keeping a running log of your business development activities is one of the simplest and most effective habits you can build.
You don’t need anything fancy. A Google Doc, an Excel sheet or even your Notes app can work. Just jot down what you’re doing each week or month. Who did you reach out to? What events did you attend? Did you contribute to any content? Were there conversations that deserve a follow-up? Is there someone you want to reconnect with next month?
This kind of record serves a few purposes. First, it’s a helpful reference when you’re updating your bio, prepping for reviews or talking with mentors. You’ll have real examples to point to. Even if it doesn’t always feel like you’re making progress, the list proves otherwise.
Second, it helps you spot patterns. Maybe your outreach slows during busy periods. Maybe certain events lead to more follow-ups than you expected. Maybe someone you met months ago just changed roles and is worth reconnecting with. You can only see those things if you’ve written them down.
And it gives you a small sense of accountability. When you take time to reflect and write things down, you’re more likely to keep going. You’ll see what you’ve done and where there’s room to do more.
Business development doesn’t need to feel overwhelming. Tracking your efforts is a quiet way to take ownership of the process and treat it like part of your growth, not an afterthought.
Build consistency, not perfection
The most effective business development plans are the ones you can stick with. That means setting goals that fit into your life and your schedule. One check-in email. One LinkedIn post. One article draft. One coffee with someone in your network. These small steps are enough to create movement and build relationships over time.
There’s no need to tackle everything at once. What matters is making business development a regular part of how you approach your career. When you stay active, even in small ways, you keep yourself top of mind and open up more opportunities.
Start with what feels manageable. Keep going. Keep showing up. Over time, that steady presence helps shape your reputation and builds the foundation for future growth.
Here are a few ways to build consistency:
- Set one small monthly goal: A coffee, an email, or a short post. Choose something doable.
- Use a recurring calendar reminder: Block 20 minutes once a week for business development. Treat it like a meeting.
- Have a go-to list of contacts: Keep a short list of people you want to stay in touch with and rotate through it each month.
- Keep a simple progress tracker: A Google Doc or Notes app works well to log what you’ve done and plan what’s next.
- Make it part of your routine: Tie your outreach or content to something you already do, like your Friday wrap-up or Monday planning.
These small actions add up. The key is finding a rhythm that works for you and sticking with it.
This is part of the job
Business development often feels like something to worry about later. But it’s already happening. Every time you connect with a colleague, contribute to a matter or offer to help on a pitch, you’re building skills that will shape your future.
You’re not waiting for a title or permission. You’re learning how to build relationships, how to stay visible and how to make your work matter beyond the immediate task. These habits can make you feel more confident and more connected to your practice. They help you understand the business side of the profession and prepare you for the next step, whatever that looks like.
When you develop these skills early, you give yourself more options. You create more opportunities. And you become the kind of lawyer who can attract work, inspire trust and lead with intention.
This isn’t extra. This is part of becoming the kind of professional who shapes a career with purpose.
A few things to keep in mind:
- Strong habits start now, not someday
- Your network already exists and can grow with a little effort
- Showing interest in business development signals leadership
- Visibility builds credibility
- Small actions make a difference when they’re consistent
Building your practice is part of building your career. The sooner you treat it that way, the more choices you’ll have. And the more ownership you’ll feel over the path you’re creating.
Start now and keep going
Business development often looks like small, quiet steps. Reaching out to someone you know. Offering to help on a project. Taking time to be present in your network. It’s not always immediate, but it adds up.
Set goals that are realistic for you. Make space for the relationships and efforts that matter. Revisit your plan once in a while and adjust as you grow. This is how you build something steady. Something that reflects who you are and what you care about. Keep going. It’s worth it.
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