In the early stages of my coaching process, I ask lawyers to describe who they are targeting in their business development efforts. A thoughtful lawyer business development contact strategy is essential — yet what I often find is that lawyers have been focusing on the same contacts for months — or even years — with very little return. They are stuck in a pattern that is not working. In business development, this is what I call being a “BD Stalker.”
Why Your Lawyer Business Development Contact Strategy Matters
Having a thoughtful lawyer business development contact strategy means regularly expanding and refreshing who you target. I have seen lawyers spend significant money on the same individuals — monthly lunches, sports tickets, dinners — for years, receiving no work in return. When I ask why they continue, the answers usually come down to comfort and familiarity. The prospect is easy to deal with. The relationship feels low-risk.
But comfort is not a BD strategy. It is a trap.
Rotate Your Contacts Regularly
In my coaching, I emphasize the importance of continually expanding your network and routinely rotating your targeted contacts. A simple one-page list — not a complex CRM — works well. It gives you a quick snapshot of who you are cultivating, when you last reached out, and what your next step is. This disciplined approach helps you avoid the BD Stalker trap.
Balance Persistence with Professionalism
Follow-up is essential in BD. But there is a clear line between persistent and overbearing. Excessive contact makes you look desperate, not professional. It damages your brand and your reputation.
Once you have made initial contact and followed up, your prospects know you exist. Give them space. A well-timed, thoughtful follow-up shows professionalism and confidence. Constant contact does the opposite.
Know When to Move On
Sometimes, despite your best efforts, a prospect simply does not respond. This can happen for many reasons — they may not need your services, or there may be factors you cannot control, including personal biases or firm politics.
As a lawyer, your BD time is limited. Do not spend it chasing uninterested prospects. Ask yourself honestly: do you even want them as a client? Redirecting your energy toward better-fit opportunities is almost always a better use of your time.
Seek feedback regularly from trusted colleagues or your coach to ensure your lawyer business development contact strategy is seen as professional and respectful. Adjust as needed. Your reputation in the market matters more than any single prospect.
If you are a lawyer looking to build a more strategic and effective BD approach, I’m available to help. Please reach out to me at larry.stroud@korverge.com to arrange a complimentary discussion.
I do ‘Business Development’ coaching — specifically tailored to business development in the legal profession. I have been a partner at two international firms and have dedicated the past 20 years to coaching individual lawyers in business development.