Winning legal work is rarely about just being the most qualified lawyer in the room. More often, it’s about knowing how decisions get made—and by whom.
Lawyers often say, “I just need face time with the right person.”But who exactly is the right person? In many cases, it’s not just one. There are multiple players, each with different roles and priorities, involved in a legal hiring decision—and overlooking even one of them can derail your efforts.
Let’s explore how to identify the key players involved in legal services buying decisions and how to engage each one strategically.
A Few “Truisms” Worth Challenging
We’ve all heard these before:
- “More contact with the right people is better than less.” Sure—but who are the right people?
- “High-quality relationships are better than low-quality ones.” Absolutely. But is a brief meeting with a Fortune 100 GC more valuable than a trusted relationship with a friend running a growing startup?
The truth is your time is finite. Smart business development isn’t about casting a wide net—it’s about being targeted, informed, and strategic. And that begins with knowing who really drives or influences the buying decision. Here are six types of decision makers and influencers to identify and acknowledge:
The Decision Maker makes the final call
- Typically the General Counsel or Head of Legal
- In smaller companies, it may be the CEO or business owner
- Holds the formal authority to select outside counsel
If you’re not engaged with the decision maker, you’re not truly selling—you’re lobbying. Ask yourself: Do I know if my contact is the decision maker, or am I assuming?
The Financial or Procurement Buyer controls the budget
- Often the Legal Operations lead, CFO, or Procurement Officer
- Focused on pricing, efficiency, ROI, and risk management
- In Insurance Defense Litigation, it’s often the insurer
- May not have the final say —but can often say no
Be ready to explain your value clearly. Offer budgets, fixed fees, and measurable outcomes. Legal ops and procurement are increasingly central, especially in panel selections and high-value matters.
The Technical Buyer ensures operational fit
- Evaluates your firm’s systems, billing platform, communication tools, etc.
- Wants to know: Can you work with their systems—not around them?
Ask early: “What operational or technical concerns should I be aware of?” You might not win them over with legal acumen—but if you make their life easier, they’ll become a quiet ally.
The Influencer shapes the internal conversation
- May be a Deputy GC, respected senior lawyer, or internal business leader
- Doesn’t sign the engagement letter, but heavily shapes the shortlist
- Can either pave your way—or block it
Influencers come in two types: The Naysayer and The Champion.
The Naysayer works to block your selection
- May be loyal to another firm, skeptical of your experience, or resistant to change
- Often surfaces late with objections, delays, or unrealistic requirements
Don’t ignore or avoid critics. Address concerns directly and respectfully. If you can’t win them over, find champions with more authority that can neutralize their influence.
The Champion actively wants you to win
- Believes in your value and advocates for you internally
- Can coach you, share insights, and help you build internal consensus
Support your champions. Give them tools—one-pagers, ROI stories, decks—that make it easy to promote your firm. Champions often don’t announce themselves; you have to find and cultivate them.
The Gatekeeper controls access to decision makers
- Often an assistant, paralegal, junior in-house contact, or admin support
- Manages information flow and meeting scheduling
Treat them with respect—regardless of title. If they have limited authority, make life easy for them and help them look good. If they have real influence, make sure they understand your value. Either way, win them over early. A gatekeeper’s support can unlock the room—or close the door.
The Consumer will work with you daily if hired
- In-house counsel or business unit stakeholder
- May not be involved in hiring, but heavily involved post-engagement
- Their experience with your team will influence renewal and referrals
Build trust, communicate clearly, and deliver value. Help them succeed in their role. A happy consumer becomes a repeat client—and often a future decision maker.
Strategic Business Development Starts with Buyer Awareness
If you want to win more legal work, stop asking “How do I get in the door?” and start asking: “Do I know how decisions are made—and by whom?”
Understanding the full cast of buyers helps you:
- Focus your relationship-building efforts
- Avoid being blindsided by internal blockers
- Align your value proposition with stakeholder priorities
- Generate opportunities more consistently and predictably
Client development isn’t a one-on-one game. It’s a team sport—on both sides.