Beyond the One-Off: How to Engage Associates in a Long-Term Business Development Journey

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Obviously, you can’t learn business development in a single afternoon. It’s a mindset, a set of habits—and a journey that ideally begins early in a lawyer’s career.

At our latest Training Roundup with BD expert David Freeman, we explored what it really takes to engage associates in BD over time. You can find below three practical strategies law firms can use to build momentum and nurture future rainmakers.

1. Form Cohorts

We all find it more difficult to learn when we’re all alone. You can make your training more effective for associates by grouping them into cohorts so that they can move through their training together.

Cohort Tips

  • Launch a 3–6 month BD cohort with monthly sessions and mini-goals

  • Include short check-ins between sessions or peer-to-peer coaching elements

  • Celebrate progress publicly (e.g. congratulatory announcement from your managing partner)

2. “Play to Strengths”

Not all associates are natural in-person networkers—but all have something valuable to offer. You can help them get engaged by encouraging them to choose BD activities that align with their personal strengths.

Strength Examples

  • If an associate lives on social media, help them turn into a Linkedin superstar.

  • If you find a skillful writer in the office, why not encourage them to get active with your firm’s blog?

  • If an associate demonstrates the ability to listen, get them involved in client debrief sessions so that they can help your firm uncover additional work opportunities.

3. It’s About Service, Not Sales

Young lawyers are oftentimes turned off by BD, because they conflate it with “sleazy sales”. Help them move beyond this negative connotation by reframing BD as just another form of client service.

Service-Oriented tips

  • Use language like “relationship building” or “understanding client needs” in your training

  • Share stories of lawyers who won work simply by listening well or offering helpful insights

  • Encourage them to organize valuable BD events that are extremely client-oriented, e.g., client round-tables that solely focus on discussing client problems.