1. Reframe Business Development as Problem Solving, Not Selling
It’s common for attorneys to equate BD with sales, which can make them uncomfortable or disengaged. In reality, BD is about building relationships and uncovering client needs, something attorneys do in their daily legal work. Administrators can increase attorney buy-in by shifting how BD is framed.
Start by clarifying the difference between marketing and BD:
- Marketing is one-to-many and often one-way. Think newsletters, social media and website content — tools that promote at scale.
- Business development is one-to-one and rooted in two-way communication. It’s about building relationships, uncovering opportunities and staying top of mind with clients and prospects. Think lunch, texts or Zoom calls — all meaningful interactions.
When BD is presented as an extension of activities attorneys already excel at — problem-solving, advising clients and offering strategic guidance — it becomes far more approachable. Helping attorneys frame their client interactions this way is a great first step in building lasting engagement and, most importantly, a stronger pipeline for the firm.
2. Create Low-Pressure Entry Points
Not every attorney is ready to give a keynote speech or lead a pitch meeting, and that’s okay. So where do they start? And how can administrators help them get involved? The key is to start by creating small, achievable ways to get involved. This could include:
- Attending a client industry event with a more senior attorney.
- Sending a quarterly check-in email to a past contact.
- Sharing an article on LinkedIn with a few lines of insight.
By identifying these entry points, administrators can make a big impact and remove some barriers preventing attorneys from engaging in BD activities. Draft the follow-up email. Prep the LinkedIn post. Recommend a panel worth attending and take care of getting them registered. The easier it is to take the first step, the more likely attorneys are to start building BD muscle.
In reality, [business development] is about building relationships and uncovering client needs, something attorneys do in their daily legal work.
3. Build Structure Around Follow-up
The most critical aspect of BD is the follow-up, and yet often it is the most overlooked. Many attorneys will attend a networking event or have a promising client meeting, only to dive back into their billable work and never circle back. The best advice? Follow up or don’t go.
Administrators can add value and make a significant impact by creating simple systems to track and prompt follow-ups. This doesn’t need to be full customer relationship management (CRM). A shared spreadsheet, a calendar reminder or a brief BD debrief after major events can go a long way. Ask: Who did you meet? What was discussed? Is there a next step? Capture that info and help move it forward.
Following up is crucial, and it isn’t just about closing a deal. It’s about reinforcing relationships, signaling genuine interest and keeping the firm top of mind. With the right structure in place, attorneys are far more likely to follow through, and administrators are well-positioned to guide that process.
4. Get Comfortable with Coaching
Administrators don’t have to be sales experts to be great BD coaches. What matters most is consistency, support, a willingness to guide attorneys through the process and keeping the attorneys accountable. That might mean:
- Setting clear expectations for participation in BD activities.
- Offering regular check-ins or “BD office hours.”
- Helping attorneys reflect on what’s working and what’s not.
With the right support and encouragement, even the most skeptical lawyers can begin to see themselves as business developers.
Legal administrators are uniquely positioned to turn business development from an abstract goal into everyday behavior. By breaking it down into manageable steps and approaching attorneys’ BD journeys with empathy and structure, administrators can unlock a firmwide culture of growth and help attorneys feel more confident in the process.
