So you just joined a law firm after a long and successful career in the public sector or in-house. Maybe you were a general counsel, a senior government official or a seasoned regulator. And now for the first time in your legal career you’re being asked to do something new: bring in business.
This can feel overwhelming, especially if you’ve never had to think like a salesperson.
But here’s the truth. You don’t need to become someone you’re not. You just need to take what you already have – experience, relationships and strong judgment – and learn how to use it in this new context.
You’ve already done the hard part by getting to this point. Let’s talk about how to build something meaningful from here.
Take Inventory of Your Network
If your first thought is, “I don’t have a network,” think again. You absolutely do.
Your network isn’t just made up of past clients. It includes former coworkers, law school classmates, agency peers, conference contacts, association colleagues and people you’ve mentored and supported along the way. Think about the people who trusted you, who looked to you for advice or who shared a challenging experience with you. Those relationships matter.
Start by jotting down names. Go through your old emails and LinkedIn connections. Look at past employers and boards you served on. Then reach out. You don’t need a polished pitch. Just a short personal message saying, “I recently joined [firm] to focus on [practice area]. I’d love to catch up and hear what you’re working on.”
People often want to help, especially when there’s an existing connection. But they can’t if they don’t know what you’re doing now.
Get Comfortable Being Seen
A lot of lawyers from government or corporate roles aren’t used to being visible. But visibility is crucial now. People can’t hire or refer you if they don’t know what you’re doing.
You don’t need to turn into a LinkedIn influencer. You just need to be active and authentic. Share a quick post about your transition. Comment on colleagues’ news. Repost firm announcements and add your perspective. If you spoke on a panel, share a takeaway. If a client alert came out that’s relevant to your former colleagues, post it with a short summary.
The goal isn’t self-promotion. It’s staying top of mind with people who already know you and trust your work.
Practice Talking About What You Do
Many lawyers struggle with this at first. You’re used to being the behind-the-scenes fixer or advisor, not the person selling a service.
But now you need to be able to clearly explain what you do and who you help. That doesn’t mean memorizing a script. It means developing a few conversational lines you can use in different settings.
Try something like: “I work with companies that are dealing with internal investigations or regulatory scrutiny. After years at [agency], I know how those processes work and how to help clients navigate them effectively.”
This helps others understand when and why to think of you. It also helps build your confidence the more you say it.
Get Training and Shadow Others
If business development is new to you, treat it like any other skill you’ve had to learn. You didn’t become an expert overnight in your prior roles either. You trained, you asked questions and you watched how others did it.
Ask your firm if they offer BD training or coaching. If they don’t, consider working with a coach on your own. You can also learn by sitting in on pitch meetings or shadowing partners during business calls. Pay attention to how they frame the conversation, how they ask questions and how they close.
And don’t be afraid to ask for feedback. You’re not expected to have all the answers. But showing you’re eager to learn will go a long way.
Expand Your Reach Outside the Firm
It’s easy to stay in your comfort zone. But business development often requires stepping into new circles.
Look for opportunities to meet new people in adjacent industries, different sectors or other legal areas. Attend conferences, CLE events, alumni receptions and association meetings. Even social events can lead to meaningful connections.
This kind of network, where people don’t all know each other, can be incredibly powerful. You never know who’s going to introduce you to your next client or opportunity.
When you attend events, don’t lead with your resume. Just be curious. Ask what others are working on. Listen. Find common ground. That’s how relationships start.
Create a Simple Plan to Stay Focused
You don’t need a long business plan, but you do need some structure. Otherwise, it’s easy to get overwhelmed or distracted.
Start with a one-page roadmap:
- What type of work do you want more of?
- Who are your ideal clients?
- Who’s already in your network that you can reach out to?
- What are three things you’ll do this quarter to stay visible?
- How will you measure progress—meetings, introductions, speaking engagements?
Keep it manageable. Revisit it every month or so. Adjust it as you learn more about what works and what doesn’t.
Make Time for Internal Relationship Building
Some of your best referrals will come from your own colleagues. But that only happens if they know what you do.
Set up one-on-one meetings with partners in different groups. Learn what they’re working on and how your experience might support them. Ask if you can sit in on their calls or proposals. Volunteer to help with thought leadership or join client teams.
When people know you, they’re more likely to think of you when an opportunity comes up. This isn’t just about politics. It’s about being useful to your colleagues and making it easy for them to involve you.
Reconnect with Former Colleagues in Leadership Roles
Some of your peers are now in positions of influence. They may be in-house counsel, on boards or leading business units. They know you and trust your work.
Reach out to let them know you’ve joined a firm. Share what your new role looks like. Ask how they’re doing. This doesn’t need to be a hard sell. Often it’s enough to remind them that you’re now available for matters they might have.
Keep Track of Your Outreach
Business development isn’t about one big pitch. It’s about staying in touch over time.
Create a simple spreadsheet or use your firm’s CRM to keep track of who you’ve reached out to, when you last connected and what follow-up might be helpful. Set reminders to check in every few months.
You don’t need a reason to reach out every time. Sending an article, saying congrats on a promotion or just asking how someone’s doing is more than enough. The key is to keep the relationship warm.
Use Your Voice to Share What You Know
You have years of experience and insights others want to hear. Writing and speaking are great ways to stay visible and build trust.
If writing a full article feels too big, start smaller. Turn client conversations into LinkedIn posts. Summarize a recent legal development and why it matters. Offer a tip based on a common question you get.
Speaking opportunities work too. Offer to co-present on webinars, join panels or host small roundtable discussions. Start where you feel comfortable and build from there.
Remember that people don’t need you to be perfect. They want to hear your perspective.
Use Your Experience as a Strength
There’s no need to compete with younger lawyers on social media trends or flashy branding. What you bring is something more valuable: judgment, context and reliability.
Lean into that. Speak to the business and legal challenges you’ve seen firsthand. Talk about how your background shapes the way you approach problems. That’s what clients are buying.
Find What Works for You and Stick With It
Not every approach will feel right. Some people thrive in big networking events. Others prefer small group settings. Some love writing. Others prefer face-to-face conversations.
Test a few different things. See what energizes you and where you get traction. Then do more of that.
You don’t have to do it all. You just have to do it consistently.
You’re Not Starting Over
It’s easy to feel like you’re back at square one. But you’re not. You’re building on decades of credibility. This is just a new way to apply it.
You don’t need to be someone else. You just need to take what’s already working and learn how to use it to open doors, start conversations and build relationships.
It’s absolutely possible. You’ve already done harder things. You’ve got this.
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