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A lot of business development conversations focus on what to say when the moment is right—how to make a good impression in a meeting or write the perfect follow-up note.
Those things matter. But most of the time, the people you're building relationships with aren’t in the market for legal services. Not right now.
That’s what the 95:5 Rule reminds us. Research from the Ehrenberg-Bass Institute suggests that, in most B2B markets, only about 5% of potential clients are actively shopping for a solution at any given time. The other 95% might be a great fit eventually, but they’re not making a decision today.
Layer on top of that the Rule of 7—the idea that it typically takes seven or more interactions before someone will recall and trust a brand or professional. Put together, these two ideas point toward a clear takeaway:
You have to be consistent. And you have to be patient.
If most of your contacts won’t need you until months or even years from now, and they’ll only think of you if they’ve seen your name a few times along the way, the real challenge isn’t crafting a perfect pitch. It’s showing up often enough—and in ways that are actually useful.
That might mean sharing a short article. Reaching out with a personal note. Having coffee. Checking in after a conference. Posting something on LinkedIn. None of these touchpoints needs to be especially time-consuming. But over time, they add up—and they help keep you in the mix when someone’s situation changes.
That said, patience has its limits. At some point, the opportunity becomes clear, and when it does, you have to be willing to ask for the work. The relationship-building and visibility you’ve built up over time are what make that ask natural and well-received. But it still needs to happen.
It’s not about waiting indefinitely. It’s about being present and useful until the right moment comes—and then having the confidence to take the next step.
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.