Business Development for Lawyers and Other Professionals in an AI-Driven World

Two decade ago, I was in the thick of professional services business development. I spent over five years inside two major law firms helping lawyers build their books of business, followed by four years with a bank and a consulting firm doing the same. Today, as a keynote speaker, I spend much of my time in rooms filled with smart professionals… lawyers, consultants, accountants, engineers, etc… many of whom didn’t go into their careers to “do sales.”

But here’s the reality: whether we like it or not, we’re all in business development.

Law, banking, and consulting are word-of-mouth businesses. Reputation matters. Who knows your name can be the difference between you getting a shot at pitching a client or not. And in a world driven by AI, algorithms, and automation, it’s the people who master Human Interaction (H.I.) who will thrive.

I’ve worked with hundreds of partners and professionals over the years, and I can tell you the ones who win long-term are the ones who embrace the mindset of building relationships with intention. Not as a tactic, but as a strategy.

So here are three real-world, no-fluff tips for business development that apply whether you’re in a law firm, a bank, a consultancy, or any other relationship-driven business.

1. Own Your Own Marketing

Yes, your firm has a marketing team. They’re smart, talented, and doing great work. but they usually work across a wide group of people. The truth is that nobody will care about your practice as much as you do.

If you want to grow your client base, referral network, and reputation, you have to take personal ownership. That doesn’t mean ignoring the resources available to you. Work with the firm’s marketing and business development team. Let them help you amplify what you’re already doing. But they’re not mind readers, and they’re not miracle workers.

Do you want to write an article? Don’t wait for someone to ask you… start drafting. Want to host a client lunch or speak on a panel? Make it happen. The professionals who are thriving are the ones who understand they are the product, and they market accordingly.

Treat yourself like a brand… because you are one.

2. Block Time for Relationship Building

You’re busy. I get it. Deadlines, billing, client issues, internal meetings… it all adds up. But if you’re not making time to connect with people, you’re missing opportunities.

Block time every week to focus on business development. Not just the big splashy stuff like speaking engagements or networking events. I’m talking about reaching out to one former client to check in. Grabbing coffee with a peer in your industry. Sending a note to congratulate someone on a promotion.

This is the stuff that compounds. I’ve seen it over and over: one phone call turns into a referral, which turns into a client, which turns into long-term business. But only for the people who are consistent.

Treat relationship building like a non-negotiable part of your schedule. Because if you don’t, it won’t happen.

3. Play the Long Game

Too many people approach business development with a short-term lens. They go to a networking event and expect to come home with a client. Or they write one article and wonder why the phone didn’t ring.

Professional services is a long game. Reputations are built over years. Trust takes time. You’re planting seeds, not picking fruit.

When I work with professionals on building their practice, I always talk about the “future practice mindset.” Where do you want your business to be in five, ten, even twenty years? What relationships do you need to be nurturing now to get there?

You have to be strategic. Know your ideal client. Know the industries you want to serve. Know the types of people who refer you. And then start showing up in those places… on LinkedIn, at events, in industry conversations. Not once, but over and over.

The most successful professionals I know aren’t transactional. They’re consistent. They’re helpful. They show up. And they stay top of mind in the right way.

This Isn’t About Being Salesy

When professionals hear “business development,” a lot of them tune out. They didn’t sign up to be salespeople. But the truth is, you’re not selling anything. You’re serving. You’re helping. You’re solving problems.

Clients want to hire people they know, like, and trust. That doesn’t happen because your firm has a nice brochure or a slick website. It happens because you showed up, again and again, with value, clarity, and connection.

That’s Human Interaction (H.I.) in action.

And in today’s AI-driven world, it’s your competitive advantage.

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Thom Singer, CSP, is a professional keynote speaker and the CEO at the Austin Technology Council. He also has a specialty in speaking at law firm retreats (partner retreats, associate meetings, all hands gatherings) and one-on-one coaching for new partners.