In my business development (BD) coaching with lawyers, attending events—whether it’s a conference, an industry panel, or a cocktail party – is consistently high on the list of strategies for meeting prospective clients, good contacts, and potential referral sources. Many lawyers do this well. They show up, have meaningful conversations, and walk away with names that hold real promise.
But here’s the problem: when I ask in a subsequent coaching session “What did you do with those contacts?” the answer is too often “nothing.” No outreach. No next step. Just silence.
And that’s not just unfortunate – it’s one of the biggest and most common BD mistakes lawyers make.
Failing to follow-up makes attending in the first place a waste – not only of money, but of time, which is arguably a lawyer’s most valuable resource. That one name you came away with, the one who said, “Let’s keep in touch” – that could have led to a file. Or a referral. Or a long-term relationship. But when there’s no next step, that opportunity dies.
Following up doesn’t have to feel like a pitch or a sales move. In fact, it shouldn’t.
The truth is, following up doesn’t need to be complicated or time-consuming. What matters most is that you do it – promptly, personally, and with purpose. A quick email saying it was “great to meet you” and suggesting a coffee in a couple of weeks – is all that is needed. These small efforts show professionalism, interest, and follow-through. They move the relationship forward. And over time, they build the kind of trust that turns contacts into clients or referrers.
I often say that the most critical moment in business development isn’t the first conversation – it’s what happens after. You can’t control how someone will respond, but you can control whether YOU take action.
This isn’t just about events, either. The same principle applies across all BD activities. Whether you’ve been introduced to someone by a colleague, shared a panel, or reconnected with an old client – what matters most is your next move.
So, if you’ve got business cards or a list of names from a recent event, don’t let them go cold. Reach out. Start a conversation. Take the next step. Otherwise, you may have missed the real opportunity entirely.
If you are a lawyer aiming to strategically enhance your business development, I’m available to help. Let’s arrange a complimentary discussion to explore how coaching might aid your progress and address any queries you might have. Please reach out to me at larry.stroud@korverge.com to schedule a time.
I do ‘Business Development’ coaching. Not life coaching. Not career coaching. The coaching is specifically tailored to business development in the legal profession. My focus is on helping lawyers build and retain client relationships, as well as winning new clients.
I have been a partner at two international firms and have dedicated the past 20 years to coaching individual lawyers in business development.
My clients range from lawyers in national and international law firms to those in regional, small office, and specialized boutique firms, as well as solo practitioners. Based in Toronto, I work with clients throughout Canada, having also worked in several other countries. I’m typically engaged either by individual lawyers or firms on a retainer basis to provide ongoing coaching for their lawyers at various stages of their careers, and in certain cases, to lead targeted workshops.