...the majority of new business comes directly or indirectly from existing clients

Due to billable hour requirements and other demands on their available time, it’s difficult for most busy lawyers and other professionals to make time for marketing and business and client development efforts.

In addition, most lawyers and other professionals who work under a billable hour model have a glass-half-empty mentality; they think new business and new opportunities mainly come from people other than their current clients and from contacts or connections they do not yet have.

In fact, the majority of new business and new opportunities comes directly or indirectly from existing clients and contacts either as more or new types of work or as word-of-mouth referrals and introductions.

So, in fact, most busy lawyers’ glasses are half full, not half empty! But due to time pressures, few lawyers can make the strategic, proactive, concerted or consistent effort needed to appropriately* nurture and develop their existing clients and contacts.

So, how can lawyers or other professionals develop new business given existing time pressures?

The easiest and least time-consuming way to consistently generate new opportunities and secure client relationships is to start asking strategic questions or changing the conversation — or better yet, getting into the habit of regularly asking clients and contacts new or different questions. I guarantee that doing so will double or triple the number of qualified opportunities you learn about/spot and can double, triple or even quadruple your book of business.

How to do this? By making an effort to incorporate the “add-on” or “by the way” ask or statements into your routine.

What is an add-on or by-the-way ask or statement?

A by-the-way question or statement can be initiated when you are wrapping up a one-to-one client status update telephone call, when you are leaving a client meeting, or when walking out of a restaurant (or somewhere else where you cannot be overheard). You ask the client or contact an additional question such as:

By the way…

• ...how is COMPANY/ENTITY NAME handling X (such as data security or breach protection)?
• ...I saw in the news that COMPANY/ENTITY is expanding into X. I would love to hear more about it.
• ...I saw on LinkedIn that you know X. Let me know if I could go to lunch with you two. I would love to meet/him her.
• ...anything new or developing over at COMPANY/ENTITY?
• ...how is/are the X project/plans progressing?
• ...is there anything my firm or I can be doing to better serve you/COMPANY/ENTITY?
• ...thank you for referring [NAME] to me. I would very much appreciate your mentioning my name to others who may need legal advice or representation.

Here are some examples of add-on phrases, questions and statements:

Before we hang up…

• ...I wanted to ask how the X project is going.
• ...I read that a new general counsel started a few weeks ago. Do you think I could meet him/her at some point? If so, what do you suggest?
• ...I wanted to ask whether your company/firm would be interested in any continuing education topics that members of my firm could present at your office for you and your colleagues at a mutually convenient time.
• ...I wanted to ask you a favor, please. I saw on LinkedIn that you are connected to _____. Would you be willing to introduce me to him/her? If so, I would be happy to treat you both to lunch or coffee at your convenience.

I would not be doing my job if …

• ...I did not raise the issue of your corporate compliance program. Since the company has faced X lawsuits this year, it may be a good use of time for us to discuss and review COMPANY’S/ENTITY’S compliance program sometime soon.
• ...I did not let you know that my law firm offers a full range of services. Because you work in wealth management, it would likely be beneficial for you to meet my partner [NAME]. Would you like me to set up a meeting?

From time to time …

• ...I like to take a step back with my existing clients like you and ask ___________.
• ...I like to remind all my existing referral sources like you that not only can you refer _____ cases to me, but you can consider referring _____ also.

Asking new or different questions using the by-the-way or add-on techniques described above works not just with existing clients and contacts.

Consider doing the same whenever you meet someone new. Be curious and ask a question such as, when attending a seminar, event or conference: “Are you enjoying this program?”

...work on making asking new or different questions a habit

The key to short- and long-term success is to work on making asking new or different questions a habit, something you do regularly without even thinking about it with all people, clients and contacts in your life.

Remember that creating a new habit takes approximately 60-90 days of consistent implementation and practice before it becomes second nature. So, to remind yourself, consider adding “ask other questions” to your to-do list or schedule; adding new or different questions to ask on your business development plan; and/or write the word “ask” on a sticky note and attach it to your computer screen.

...capture the contacts and information gained and follow up on it

To bring in new business, it’s usually not enough to simply ask new or better questions.

You must capture the contacts and information gained and follow up on it (not just in your head, but in put it in writing). When I worked as a professional business developer for a major accounting firm, the firm’s mantra was “convert conversations into writing” and “get proposals out,” both of which are proven techniques to create and maintain a pipeline of new opportunities.

If you would like assistance converting a conversation(s) into writing, ask a member of your firm’s marketing or business development team or a qualified outside coach to assist you in drafting appropriate emails, service offerings, call scripts and other strategic communications, as appropriate.

*For clients you did not originate (i.e., any client for whom you are not the primary relationship or originating lawyer), be sure to first discuss with your firm’s primary relationship partner or your practice group leader what you would like to do or ask.