In over 13 years of practice, I have always felt that the function of business development cannot be an ancillary part of an attorney’s work. It must be a constant component of your work activity and is definitely a contact sport. For the most part, you cannot bring in new business sitting at your desk, sitting at home or by blasting out periodic e-mail alerts. Frequent personal interaction with attorneys, existing clients and other contacts is critical, if for no other reason than the often understated yet simple act of letting them know — or reminding them — what it is that you do.
Such interaction need not (and should not) take place strictly at law-related events. Social meetings (including breakfasts, lunches, dinners and cocktails), writing/speaking on legal or even business issues, and electronic and printed outreach are all fantastic and casual ways to remind people what you do. There is no need to do the hard sell and expect work to be sent your way, right away. As long as people know who you are, what you do and how to reach you, be patient — it’s inevitable that they will call one day seeking your assistance and/or referring someone else. The theme here is that the more people you add to your network, the more potential clients and referral sources there are out there who know you and the service you provide.
