Business development (BD) is a critical skill for associates at law firms, as it helps them build their own client base, contribute to the firm’s growth, and advance their careers toward partnership. While associates often focus on billable hours and legal work early in their careers, developing BD skills can set them apart and demonstrate their value to the firm. Below is a comprehensive guide to law firm business development for associates, including strategies, tips, and best practices.

---

1. Understand the Importance of Business Development

Business development for associates involves cultivating relationships, building a personal brand, and generating new clients or matters for the firm. It’s not just about bringing in new business but also about contributing to the firm’s success through networking, client relationship management, and thought leadership.

Why it matters for associates:

• Differentiates you from peers and demonstrates partnership potential.


• Builds your personal “book of business,” which is critical for long-term career growth.


• Strengthens your reputation within the firm and the legal industry.

---

2. Start with a BD Mindset

Adopt a proactive approach to business development early in your career, even if you don’t yet have clients of your own. BD is a long-term process, and the relationships and skills you build now will pay dividends later.

Key Mindset Shifts:

• View every interaction as a potential opportunity to build a relationship.


• Focus on adding value to others (clients, colleagues, and contacts) rather than “selling” yourself.


• Be patient—BD results often take years to materialize.

---

3. Develop Core Business Development Skills

As an associate, focus on building foundational skills that will help you succeed in BD over time.

Skills to Cultivate:

• Networking: Learn how to connect with people authentically at events, conferences, and through professional associations (e.g., bar associations, industry groups).


• Communication: Hone your ability to explain complex legal issues clearly and tailor your messaging to non-legal audiences.


• Relationship Building: Focus on creating genuine, long-term connections rather than transactional interactions.


• Personal Branding: Establish yourself as a knowledgeable and approachable professional through online presence (e.g., LinkedIn) and speaking/writing opportunities.


• Client Service: Deliver exceptional work to existing clients, as satisfied clients are more likely to refer you or bring additional business.

---

4. Leverage Internal Opportunities at Your Firm

Your law firm is a valuable resource for learning BD and building your network. Start by contributing to the firm’s existing relationships and initiatives.

Strategies for Internal BD:

• Work Closely with Partners: Seek opportunities to assist partners with client pitches, presentations, and meetings. Observe their BD techniques and ask for mentorship.


• Cross-Selling: Learn about the firm’s other practice areas and identify opportunities to introduce clients to other services the firm offers.


• Get Involved in Firm Initiatives: Participate in firm-sponsored events, committees, or pro bono work to build internal visibility and relationships.


• Ask for Referrals: Build trust with colleagues so they feel comfortable referring clients or matters to you.

Tip: Track your contributions to BD efforts (e.g., helping with a pitch that won a client) to showcase your value during performance reviews.

---

5. Build an External Network

Start creating a network outside the firm to lay the foundation for future client relationships.

How to Build Your Network:

• Attend Industry Events: Participate in conferences, seminars, and trade shows related to your practice area or the industries your clients are in.


• Join Professional Organizations: Become active in bar associations, alumni groups, or local business organizations (e.g., Chamber of Commerce).


• Connect with Peers: Build relationships with other young professionals, including in-house counsel, accountants, and consultants, who may become referral sources or clients.


• Leverage Social Media: Use LinkedIn to share content, engage with industry news, and connect with potential contacts.

Tip: Focus on quality over quantity—deep, meaningful relationships are more valuable than superficial connections.

---

6. Establish Thought Leadership

Position yourself as an expert in your practice area or industry to attract potential clients and build credibility.

Thought Leadership Strategies:

• Write Articles: Contribute to legal blogs, industry publications, or firm newsletters on topics relevant to your expertise.


• Speak at Events: Seek opportunities to present at webinars, conferences, or panel discussions.


• Share Insights: Post regular updates or articles on LinkedIn to demonstrate your knowledge and stay top-of-mind for your network.


• Create Content: Develop client alerts, white papers, or guides on emerging legal issues affecting your target clients.

Tip: Collaborate with partners on thought leadership to gain exposure and learn from their experience.

---

7. Focus on Client Relationship Management

Even if you don’t yet have your own clients, you can contribute to maintaining and growing relationships with the firm’s clients.

Client-Focused BD Tips:

• Understand Client Needs: Take time to learn about clients’ businesses, industries, and pain points to provide tailored advice.


• Be Responsive: Build trust by being prompt, reliable, and proactive in communications.


• Seek Feedback: Ask clients or supervising attorneys for feedback on your work to identify areas for improvement.


• Stay Connected: Follow up with clients after matters conclude to check in and maintain the relationship.

Tip: Treat every client interaction as an opportunity to build trust—small gestures like personalized follow-ups can leave a lasting impression.

---

8. Target a Niche or Industry Focus

Specializing in a specific practice area or industry can make you the go-to person for certain types of legal work, helping you stand out.

How to Develop a Niche:

• Identify an area of law or industry that aligns with your interests and has growth potential (e.g., tech startups, healthcare, renewable energy).


• Research the legal and business challenges in that niche to become a subject matter expert.


• Network with professionals in that industry and tailor your marketing efforts (e.g., speaking engagements, articles) to address their specific needs.

Tip: Work with your firm to ensure your niche aligns with the firm’s strategic goals.

---

9. Collaborate with Firm Marketing and BD Teams

Many law firms have dedicated marketing and business development teams to support attorneys. Take advantage of their expertise and resources.

Ways to Collaborate:

• Pitch Preparation: Work with BD staff to create compelling proposals and presentations for potential clients.


• Client Targeting: Use the firm’s market research to identify potential clients or industries to pursue.


• Training: Attend BD workshops or training sessions offered by the firm to refine your skills.


• CRM Tools: Use the firm’s client relationship management (CRM) software to track contacts and opportunities.

Tip: Build a strong relationship with the marketing team—they can help you identify opportunities and tailor your BD efforts.

---

10. Set Measurable BD Goals

Track your progress and hold yourself accountable by setting specific, realistic goals for business development.

Examples of BD Goals for Associates:

• Attend one networking event per month.


• Write and publish one article or blog post per quarter.


• Connect with five new contacts on LinkedIn each month.


• Schedule coffee or lunch with one referral source per month.


• Contribute to at least one client pitch or proposal per quarter.

Tip: Review and adjust your goals regularly based on feedback from mentors or firm leadership.

---

11. Seek Mentorship and Feedback

Learn from experienced attorneys at your firm who have successfully built their own client bases.

How to Get Mentorship:

• Identify partners or senior associates with strong BD skills and ask them to mentor you.


• Request feedback on your networking, client interactions, and thought leadership efforts.


• Shadow partners during client meetings or pitches to observe their approach.

Tip: Be open to constructive criticism and show a willingness to improve.

---

12. Balance BD with Billable Work

As an associate, your primary responsibility is often billable hours, so it’s important to manage your time effectively.

Time Management Tips:

• Dedicate a small, consistent amount of time each week to BD activities (e.g., 1-2 hours for networking or writing).


• Integrate BD into your daily routine, such as connecting with contacts on LinkedIn or following up with clients during downtime.


• Focus on high-impact BD activities that align with your strengths and firm priorities.

Tip: Communicate with your supervising attorneys to ensure BD efforts don’t interfere with client work.

---

13. Measure and Showcase Your Success

Demonstrate your BD contributions to firm leadership to gain recognition and support for future efforts.

How to Track and Share Success:

• Keep a record of your BD activities and outcomes (e.g., new contacts, referrals, or client wins you contributed to).


• Highlight BD achievements during performance reviews or partnership discussions.


• Share positive client feedback with your team to build credibility.

Tip: Be subtle and collaborative when sharing successes—emphasize how your efforts benefit the firm as a whole.

---

14. Be Ethical in BD Efforts

Adhere to legal ethics and professional responsibility rules when engaging in business development.

Ethical Considerations:

• Avoid conflicts of interest when networking or soliciting clients.


• Do not make false or misleading claims about your expertise or the firm’s capabilities.


• Comply with state bar rules regarding advertising and solicitation.

Tip: Consult with your firm’s ethics committee or general counsel if you’re unsure about a BD activity.

---

15. Stay Resilient and Persistent

Business development often involves rejection or slow results, especially early in your career. Stay committed and focus on building relationships rather than immediate wins.

Resilience Strategies:

• View every “no” as a learning opportunity and ask for feedback when possible.


• Celebrate small victories, like a successful networking conversation or a published article.


• Keep a long-term perspective—relationships built today may lead to business years down the line.

---

Conclusion

For associates, business development is about planting seeds for future success.