By the time you’ve been practicing law for 5–8 years, you’re juggling high expectations, heavier caseloads, and the pressure of the “partnership track” in the background. The last thing you need is more noise about what must be on your BD to-do list.
Here’s what you can happily let go of, and what to do instead.
1. A perfect plan
Better to take messy action than draft the flawless roadmap that never gets used. Action creates momentum, which creates more opportunities than endless planning ever will.
2. A huge network
A small group of high-quality relationships beats a giant, lukewarm list. Your “pipeline” (or key contacts list) should include the people most important to your future practice: active clients (both internal and external,) dormant and past clients, prospects, referral sources, and colleagues with complementary practices. These are the relationships worth nurturing. Build them before you need them.
3. To be the loudest voice in the room
Listening well is often more persuasive than talking more. Channel the Platinum Rule — focus on others the way they want to be treated, not the way you’d want. Simple prompts like “Tell me more…” can uncover problems and challenges you’d never learn by doing all the talking.
4. Daily “BD Time”
You don’t need an hour a day for business development. Two quality touchpoints a week can move the needle. That said, even a quick daily scan of your pipeline keeps key relationships top of mind, so you are ready to act when the moment is right.
5. A polished elevator pitch
Most conversations start better with curiosity than a script. If you can lead with a value proposition that solves a problem or sparks interest, you’re already ahead.
6. Lots of networking events
Pick the ones where your people are, and show up with a game plan. Turn introductions into meaningful follow-up, not just a handful of business cards. A breadcrumb (a mini value-proposition that sparks curiosity and invites future connection) can help you do that.
7. Big results right away
BD is a long game. Small wins and consistent actions add up over time, especially when you focus on a few keystone habits that trigger a chain reaction of progress.
8. Flawless follow-up
A quick, genuine “thinking of you” beats the perfectly worded email you never send. Timeliness matters more than polish.
9. A big personality
You do not have to be the life of the party. Clients value lawyers who show up, follow through, and support what matters to them in business and in life.
10. To wait until you have time
You won’t “find” time. You make it, just like you do for client work. Block time on your calendar for BD planning/action, and if you get off track, use the power of the fresh start effect to reboot your habits.
11. “Just get your name out there”
Writing articles, speaking at conferences, and posting on LinkedIn are good ways to build awareness and credibility, but they can also become a comfortable distraction from the harder work of one-to-one relationship building. Awareness activities should open the door to conversations with people on your pipeline, not replace them. The real progress happens when you turn that visibility into trust through direct, personal outreach.
12. To go it alone
Business development is easier, and more productive, when you have someone in your corner. Find an accountability partner, whether that’s a like-minded colleague or an external coach, who can be your sounding board, swap ideas, and keep you motivated.
Takeaway
Sustainable BD is all about doing the right things, in a way you’ll actually do, that plays to your strengths and compounds over time. Focus on the few activities that build real relationships and fit into your schedule. You’ll get farther than by trying to do it all.
When you make certain habits part of your routine, like taking a few minutes each day to check your pipeline, you set off a cascade of events that keeps your BD work moving forward. That small step helps you prioritize outreach, track conversations, spot opportunities, and strengthen your network without adding hours to your day. Over time, those small, consistent actions add up to big results.