Panels often get overlooked when people think about business development. They’re usually treated as something you have to do to fill an agenda — round up a few names, give them microphones and call it a program. But a panel slot is far more valuable than that. When you use it intentionally, it becomes one of the best ways to build trust, strengthen relationships, and position yourself as someone who opens doors.

The beauty of a panel slot is that it costs nothing. There’s no sponsorship fee, no marketing spend, no glossy brochure. All it takes is thoughtfulness and planning. And when done well, a panel invitation can make a client feel valued, give a prospect their first taste of working with you, and reinforce your brand as someone who brings people together.

Why panel slots work

Being invited to speak on a panel gives someone visibility. It signals that their perspective is worth hearing. The audience doesn’t just listen to what’s said — they notice who’s sitting up there and what their presence means.

For clients, that kind of platform can be huge. It validates their expertise and puts them in the mix with others in their field. For prospects, it shows you’re willing to invest in them before they’ve even hired you. And for you, the organizer, the panel lineup reflects directly on your judgment and your network.

I’ve seen lawyers use this well. One partner invited an executive from a small healthcare company to a panel on compliance issues. The company wasn’t a client yet. By the end of the session, the executive had been introduced to investors, met peers from other companies and even been quoted in a trade publication covering the event. Within a year, that company hired the lawyer’s firm. That opportunity started with the invitation to speak.

I always ask myself two questions before handing out a slot: will this be valuable for the person I’m inviting and does it also advance one of my own goals? If I can’t answer yes to both, I rethink.

The panel slot is currency. It creates visibility, builds credibility and deepens relationships in ways that last long after the event ends.

Emerging clients and prospects

Emerging clients and prospects gain the most from panel invitations. They usually don’t get asked to speak on big stages. They’re building their profiles and don’t yet have the platform that established players enjoy. Giving them a panel seat is a way to help them punch above their weight.

Picture a founder of a growing tech company. They’re talented and ambitious but not widely known. You put them on stage next to an investor and a seasoned executive. Suddenly they’re being noticed. Other attendees want to meet them. Reporters may write down their quotes. The founder sees that you made this happen and that you’re invested in their success.

The gratitude runs deep. Later, when that founder raises capital or faces a regulatory issue, they remember you. The panel slot becomes the moment that started the relationship.

How to make this effective: share details ahead of time about who will be in the audience so they can prepare, introduce them to fellow speakers and attendees they should know, and feature them in your event materials and on LinkedIn. These extra touches turn an ordinary panel into a lasting impression.

Tips:

  • Pair the panel slot with introductions. Help them meet investors, potential partners or other panelists. The connections often matter more than the panel itself.
  • Promote their participation on LinkedIn and in your event materials so they get extra visibility.
  • Use the follow-up as a chance to ask how else you can help raise their profile.

For emerging clients and prospects, the panel slot is more than a speaking role. It’s a sign that you’re invested in their future.

Well known companies and investors

Inviting big names works differently. A Fortune 500 executive or a major private equity investor doesn’t need the exposure. For them, the panel is less about visibility and more about either doing a favor or sharing views on issues they care about.

But their presence benefits you. Having recognizable names attached to your program gives it weight. It signals that you can convene the right people and the credibility rubs off on everyone involved.

At one client program I worked on, a partner secured a well known fund manager as a panelist. The investor didn’t gain much personally, but their presence brought in a larger audience, attracted press attention, and gave the other panelists more visibility. The event was more valuable because of that one participant.

How to handle this: limit big names to one or two per panel so they anchor the discussion without overshadowing others, balance them with fresh voices and thank them in a way that feels genuine. A personal note, an introduction they’ll appreciate or recognition on stage means more than a generic email afterward.

Tips:

  • Use these slots carefully. One or two well known participants can validate the program without overwhelming it.
  • Balance them with emerging voices. The mix is what makes the conversation interesting.
  • Show appreciation. Thank them, promote their involvement and highlight their perspective so they feel it was worthwhile.

For large companies and investors, the real value isn’t what they gain — it’s what you gain through the association.

Hot emerging companies

Another smart move is to feature leaders from companies that are growing fast. These are the names that spark conversation in the market. Having them on stage shows that you’re paying attention to trends and that you can bring in the people others want to hear from.

The value here is twofold. You get a more dynamic panel and you also build goodwill with a company that may soon become a major client. Timing is everything. If you invite them before they’re overbooked with requests, you get the benefit of being early.

I saw a partner invite a founder whose company had just landed a funding round. At the time, not many knew the name. Within a year, that founder’s photo was in every trade publication. The lawyer who gave them that early visibility now has a deep relationship with both the founder and their investors.

To maximize this, invite them before they’re on everyone’s radar, highlight their participation in your promotion, and tag them in LinkedIn posts after the event. They’ll often repost, which extends the reach of your content and cements the relationship.

Tips:

  • Invite them early, before everyone else is chasing them.
  • Make them a focal point of your event promotion to draw a bigger audience.
  • Share highlights afterward and tag them on social media to keep the energy going.

These companies bring buzz. Your role is to channel it and connect it back to your firm.

The right mix

Panels are strongest when the voices are balanced. Too many investors and the discussion feels like a financial forecast. Too many operators and it gets overly technical. A thoughtful mix makes the panel interesting to the audience and valuable to the participants.

Think of it as an ecosystem. Each panel should ideally include an established client who brings loyalty and gravitas, a newer client or prospect who benefits from visibility, an investor who adds market perspective, and an operator who speaks to practical realities. That mix creates energy and gives you multiple relationship-building opportunities.

Audiences notice when panels are balanced, and panelists appreciate being part of a discussion that feels lively and relevant. Over time, you’ll gain a reputation for curating conversations that matter, which strengthens your brand in the market.

Tips:

  • Create a checklist when planning: one established client, one newer client, one prospect, one investor, one company voice.
  • Keep an eye on balance. Too many investors can feel dry. Too many company voices can get repetitive.
  • Use the panel to spark introductions between participants. They’ll remember that you were the one who connected them.

Panels are at their best when they reflect the ecosystem as a whole.

Making panel slots part of your strategy

To get the most out of panel invitations, treat them as part of a process that begins long before the event and continues afterward.

Before the event, identify who you want to build relationships with and invite them early. Position the invitation as recognition, not as a scheduling request. Share insights about the audience so they know how to prepare. Offer to run through potential questions or themes. This helps them feel supported and makes the panel smoother.

During the event, be the connector. Introduce panelists to each other and to key people in the audience. Moderate or brief the moderator so the conversation is balanced. Make sure every panelist has a chance to contribute. Capture a few strong quotes or photos that you can use later.

After the event, follow through. Send a thank you note that references something specific they said or contributed. Share a recap on LinkedIn and tag the panelists. Suggest a follow-up call, coffee, or future collaboration. These steps extend the value far beyond the hour on stage.

Handled this way, a panel slot becomes three separate touchpoints — the invitation, the event itself, and the follow-up. That’s three opportunities to deepen a relationship instead of just one.

To really get value from panel slots, you have to think about what happens before, during and after the event.

Before:

  • Map your goals. Decide who you want to get closer to and who could benefit from visibility.
  • Invite early. Last-minute asks feel like afterthoughts. A thoughtful invitation shows respect.
  • Explain why. When you reach out, tell them why their perspective would add to the conversation.

During:

  • Facilitate introductions. Help panelists meet each other and important audience members.
  • Highlight their contributions. As moderator or organizer, make sure they get time to shine.
  • Capture moments — photos, quotes, short clips — that you can use later.

After:

  • Send thank you notes that reference something specific they said.
  • Share a recap on LinkedIn tagging panelists so they get more visibility.
  • Follow up on next steps. Ask if they’d like to do it again or if there are other topics where they’d like to contribute.

Panels are not just events. They’re part of an ongoing cycle of engagement.

Panels as relationship builders

Panels aren’t just programs. They’re platforms. When you curate them thoughtfully, they elevate your clients, give prospects a reason to engage with you and showcase your ability to bring the right people together.

They also reflect back on you. A lawyer or professional who is known for convening strong panels is seen as a connector. Clients and prospects will start to view you not just as a service provider but as someone who builds opportunities for others.

The real power of panel slots comes in the ripple effect. The introductions you make, the goodwill you create, the visibility you give — those are the things people remember. Over time, they deepen trust and make your relationships stronger.

Next time you’re planning a panel, don’t treat it as a formality. Think about who you want to elevate, what relationships you want to move forward and how you can use the panel to position yourself as someone who creates value. When you do that, a simple panel slot becomes one of the most effective and overlooked tools in business development.

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