I received a call yesterday from a good friend, an executive director at a thriving law firm.
We’ve known each other for years and while we ended up discussing business, it started my wheels thinking about relationships and how they build a business in professional services.
After years of focusing the best marketing techniques in professional services, I always revisit one theme. Building strong relationships is key to developing a firm, and growing a practice.
While having excellent skills will always be table stakes, the strength of a relationships is also an essential component.
One thing is clear: it’s all about the relationships we as individuals build and nurture. Here are five tips to strengthen those connections that matter to you.
1. Lead with Empathy
Understanding what your clients or prospects are going through is crucial. It’s not just about the business side—it’s about seeing the bigger picture of their challenges and successes. When you truly empathize with others, it deepens trust and connection.
2. Find Common Ground
We all have shared experiences—whether it’s career paths, mutual interests, or personal milestones. Finding those commonalities can make the conversation more comfortable and genuine, helping to build a solid foundation for the relationship.
3. Care About Their Success
It’s not enough to focus solely on your own goals. You have to genuinely care about the other person’s business, and that means understanding their industry, their pressures, and their needs.
4. Show Interest In-Between the Transaction
A relationship built solely on a deal or a single litigation (even if the dollars are significant) is transactional, generally with a beginning and an end. Show interest in their life outside of work, and stay in touch with them in-between matters.
5. It’s a Long Game
Building strong relationships doesn’t happen overnight and there is no magical system that works the same for everyone. Follow up regularly, stay in touch, and show you’re consistently thinking of them. Relationships need nurturing, and this level of attention proves that you’re not just there for a quick win—you’re in it to support them for the long haul.
Relationships are at the core of everything—whether you’re building a practice or growing a larger business.