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Clients hire you to solve known problems. But they stay with you because you help them avoid unknown ones.
When clients are deep in strategy and execution mode—launching products, closing deals, managing litigation—they can’t always see the bigger picture. You, on the other hand, have a wider field of view. You see patterns across companies, industries, and issues. That perspective is one of your most valuable (and under-leveraged) assets.
According to BTI, only 21% of clients say they have a high-quality ongoing dialogue with their outside counsel outside of matter-related discussions. That’s a missed opportunity—not just for business development, but for differentiation.
Rainmakers are constantly scanning the horizon on behalf of their clients. They surface issues before they arise, spot regulatory shifts early, and share lessons learned from similar situations. In short, they help clients manage “unknown unknowns.”
Here’s how to do that more intentionally:
1. Read broadly.
Don’t limit yourself to legal updates. Follow industry news, investor calls, and macroeconomic trends. The more you understand your client’s commercial landscape, the better you can anticipate what’s coming.
2. Write to sharpen your thinking.
Writing forces clarity. Whether it’s a client alert, LinkedIn post, or internal note, articulating your point of view helps you recognize patterns others might miss.
3. Pay attention to the questions you’re getting.
The same question coming from three clients in a week is a clear signal . Turn that question into a short explainer, a checklist, or a proactive client briefing.
4. Look for connections across matters.
You may be the only one who sees how a data privacy issue in one client’s deal could foreshadow a risk in another’s.
5. Initiate dialogue.
Don’t wait for an RFP or crisis. Reach out quarterly with a short note or 15-minute call: “Here’s something I’m seeing across the industry that might be relevant to you.”
The takeaway:
Great client service isn’t just about responsiveness. It’s about relevance. Lawyers who build strong relationships aren’t merely answering questions—they’re helping clients ask better ones.
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.