Business development tends to get a bad rap with lawyers, and not without reason. For many, it feels like pressure to perform, to network on command, or to “sell” in ways that don’t come naturally. It can feel transactional instead of genuine, like one more thing on an already overloaded plate.
But effective business development, especially in relationship-driven practices, has very little to do with selling. It’s rooted in connection: staying present, showing up consistently, and investing in people over time.
In plaintiff-side work, that distinction matters even more. Growth isn’t fueled by flashy marketing. It’s built on trust, referrals, and reputation. The attorneys who do this well aren’t the loudest; they’re the most consistent in maintaining meaningful relationships with referral sources, former clients, and their communities. And over time, those small, intentional touchpoints create opportunities that no campaign ever could.
The first step is a mindset shift. Once you stop thinking of business development as pitching or chasing clients, it becomes easier to think about being thoughtful.
Focus on cultivating relationships. Strong, authentic relationships create trust, keep you top-of-mind, and lead to opportunities you might not have even thought of. The goal isn’t to check a box. It’s to build a network that is engaged, supportive, and genuinely helpful to each other. That is what wins work. You show prospects and clients a front-row view of what it’s like to work with you.
This mindset is especially important if you feel like you don’t have time for networking. Relationship development doesn’t always have to require grand gestures or after-hours events. One small business development activity every day, done consistently, can have a significant impact.
Everyone has different strengths, comfort zones, and preferences. Some people love hosting dinners. Some are great at connecting on LinkedIn. Others shine through thoughtful one-on-one gestures. All these approaches can work. You have to find the version that works for you and the season of life you are in.
For business development to be sustainable, lean into what feels authentic to you and do it consistently. Thoughtfulness goes a long way. Taking a little extra time to let someone know you’re thinking of them in a professional context can make a bigger impact than any elaborate plan that you do not implement.
Intentional outreach is the heart of building relationships. Each action should have a purpose: to strengthen a connection, spark a conversation, or provide value. It’s not about sending generic messages or adding names to your network randomly. It’s about thoughtful, deliberate engagement that will help the person you are trying to support.
Even if you only have a few minutes each day, you can make micro moves that add up and lead to macro results. Examples include:
Each of these business development actions takes only a few minutes. Done consistently, they compound. Over time, those relationship deposits add up, strengthening trust and positioning you as someone who is thoughtful and genuine. Intentional outreach can also include staying visible within the communities and professional networks that naturally intersect with your practice. A quick check-in with a former client, a referral partner, or another trusted professional can reinforce relationships in a way that feels genuine rather than transactional.
To make intentional relationship development actionable, lay out a 30-day calendar of business development activities. This approach encourages small, purposeful actions every day that help you build or strengthen relationships without overloading your schedule.
A sample 30-day cycle of business development for limited time might include:
The idea isn’t to follow this rigidly. The goal is to make intentional outreach a habit that fits your style and schedule. Make it work for you. In contingency-based practices especially, relationships often develop over long periods of time. Consistent, thoughtful outreach helps firms remain top of mind when someone eventually needs guidance, support, or a trusted referral. Some of the strongest opportunities come not from a single networking event, but from years of steady relationship-building and a reputation of reliably showing up consistently for people.
A common misconception about relationship development is that it’s about volume: more contacts, more emails, more events. In reality, consistency and thoughtfulness matter far more. A few meaningful touches each week will have a bigger impact than dozens of superficial interactions.
Micro moves focus on quality over quantity. Paying attention to the people who matter most in your network reinforces trust, strengthens relationships, and shows reliability. Over time, these small actions create momentum. People remember you, respond to your outreach, and naturally think of you when opportunities come up.
Don't think you need to clear your calendar for endless networking events or build a massive contact list overnight. The most effective business development starts with small, deliberate actions. Identify a few key relationships you want to nurture and choose a couple of manageable "micro moves" you can commit to daily—even five minutes is enough to make a difference.
When you shift your focus from "business development" to "relationship building," authenticity and intention become your greatest tools. This approach allows you to forge meaningful connections, even when your schedule is packed. These small, consistent actions build trust, strengthen your network, and open doors to new opportunities, all without draining your time and energy.
While your time is a finite resource, the potential of your relationships is limitless. Start with small, intentional actions and watch as these micro moves create major impact. Prioritize building genuine connections, and the business growth will naturally come.
Jennifer Ramsey & Megan Senese
Co-founders and Principals | stage
Jennifer Ramsey and Megan Senese are the co-founders and principals of stage (www.stage.guide), a legal marketing and business development boutique focused on relationships and revenue for law firms and lawyers. They are also the co-hosts of “So Much to Say: A Legal Podcast for People” a podcast that focuses on the human side of law.
