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After working with hundreds of lawyers at different stages of their business development journey, I’ve noticed certain patterns. Not quirks of personality or “natural” sales talent, but habits and strategies that show up over and over again among the lawyers who reliably grow practices, year after year.
Here are three patterns I see again and again in top rainmakers:
1. They Anchor Around a Problem—Not Just a Practice Area
Most lawyers define themselves by what they do or who they serve.
“I’m a real estate lawyer.”
“I represent emerging growth companies.”
“I handle employment litigation.”
But rainmakers go further. They become known for helping clients solve a specific, high-stakes problem—one that the client already feels and urgently wants solved.
Instead of listing services, they lead with a question like:
“What if a competitor poaches your key team and takes your playbook with them?”
“How can you raise money without triggering investor lawsuits down the road?”
“What happens when your customer stops paying—and they’re your biggest account?”
When you get clear on the problem you’re solving, the conversations shift. You’re no longer one of many in a crowded practice area—you’re the person to call when that problem arises.
2. They Go Narrow—Then Deep
Rainmakers don’t try to build relationships with everyone. They focus on a small, high-potential group and serve them incredibly well.
That might be:
A list of 20–30 key contacts
A specific industry vertical
A defined role within a company (e.g., GCs at healthcare startups)
This focused approach allows them to:
See patterns others miss
Speak their client’s language fluently
Build trust and visibility faster
They also understand something many lawyers overlook: you can’t fake consistency. Staying top of mind with a small group, in thoughtful and relevant ways, beats trying to market to the masses.
3. They Don’t Take Days Off
Not literally, of course. But rainmakers don’t disappear for weeks or months at a time when it comes to business development.
They’ve built the habit of doing something—even if it’s small—nearly every day, and certainly every week.
A coffee.
A quick check-in email.
A useful article sent to a contact.
30 minutes blocked for BD and nothing else.
They don’t wait for perfect windows of time or ideal circumstances. They stay in motion, even when they’re busy. They’ve made business development part of the job—not something separate to get around to later.
That consistency compounds.
Closing Thought
The good news? None of these patterns requires a certain personality or pedigree.
They require clarity, focus, and a willingness to show up, even when it’s inconvenient.
And the best time to start showing up is now.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.