Everyone knows that business development is essential to the long-term health and growth of any law firm. Yet many firms struggle with knowing where to begin or how to structure a plan that engages all attorneys, supports long-term goals, and delivers measurable results. A successful business development plan should be multi-pronged, involve attorneys at all levels, and be built around clear year-end objectives that drive accountability.
Below are three effective strategies you can incorporate into your business development plan to help you confidently grow your law firm.
1. Build a Program for Associates
If you expect associates to participate in business development — and you should — they will likely need support, structure, and training. Many associates want to contribute but lack the tools to do so confidently. Creating a program just for them empowers the next generation of rainmakers and builds a stronger culture of business development inside your firm.
Start by setting up a bi-monthly meeting schedule where you discuss relationship-building fundamentals, how to make and maintain connections, best practices for networking, and strategies for staying top of mind with contacts. If your budget allows, bring in outside speakers so the associates can learn from a variety of voices. Hearing different perspectives keeps the programming interesting and ensures the attorneys receive well-rounded guidance.
To motivate ongoing participation, create a bonus structure tied to marketing and business development hours. When associates see that the firm values these efforts, they take the work more seriously. You can also tie certain business development milestones to professional growth and promotion criteria. When associates understand that BD is part of becoming a partner, they are far more engaged.
2. Grow the Business You Already Have
Too many firms focus heavily on attracting new clients and overlook the enormous value hidden in their existing client base. It costs five times as much to bring in a new client as to grow an existing one, making investing additional time in current relationships a smart and highly profitable strategy.
Start nurturing the client experience from the very first pitch. Ask about expectations, communication preferences, and how often they want updates. Your goal is to create an environment where clients feel supported and respected. Poor or inconsistent communication is one of the top reasons clients switch firms, so staying proactive helps prevent dissatisfaction before it develops.
Once you have established a solid working relationship, look for opportunities to cross-sell. Conduct internal client assessments to determine which firms are handling the client’s other matters. These reviews help you identify gaps where your firm could step in. After gathering this information, work with your attorneys to develop a tailored cross-selling plan for the client’s needs. When done thoughtfully, cross-selling strengthens relationships and expands your firm’s reach across multiple practice areas.
3. Encourage Internal Collaboration
Strong business development does not happen in silos. The more your attorneys collaborate, the more opportunities they uncover. Create a regular BD roundtable series where attorneys can share strategies, approaches, challenges, and recent successes. These conversations spark new ideas and reinforce a culture where everyone plays a part in growth.
Consider offering credit for delegating work down the pipeline. This encourages senior attorneys to involve junior lawyers in client development matters, building confidence and capability at all levels.
You can also pair attorneys strategically. For example, pairing an introvert with an extrovert allows each to leverage their strengths. Introverts tend to excel at thoughtful follow-up and deep one-on-one relationship building, while extroverts often thrive in networking environments. Together, they can form a well-balanced team that grows the firm’s network more effectively.
If you are struggling to create or implement a business development plan, an outside consultant such as Lotus Growth Business Consultants can help you maximize your potential. Learn more about what we do by visiting our services or connecting with us on LinkedIn.