How to Create a Business Development Culture

Most law firm leaders ask: “How do we develop the next generation of rainmakers and create a BD culture?”

Maybe the better first question is: “What do our lawyers actually need to get there?”

Here are 10 practical steps to build a real business development culture, one that empowers your lawyers and sustains firm growth:

1. Go on a listening tour

   Ask: Where do you feel stuck? What kind of support would help you most?

2. Provide individual coaching

   Some lawyers need help creating a relationship plan. Others need a safe space to practice “the ask.”

3. Create (and share!) a BD budget

   Even a modest, clearly communicated budget (per lawyer) gives a lawyer permission to act like a future rainmaker. It also provides you with a way to track activity.

4. Model the behavior

   Show them BD matters—speak, connect, thank clients publicly. Leadership sets the tone.

5. Segment your partners

   Not everyone is in the same place. Coach accordingly: rainmakers, rising stars, or those who need structure. Provide for each.

6. Establish clear expectations

   Define what good BD looks like—and make it measurable and part of reviews and comp discussions.

7. Offer real training

   Not just a CLE lunch. Focused, customized guidance creates measurable change.

8. Give them tools and data

   Target lists. CRM support. Client insights. Conversation starters. Make it easy to act.

9. Celebrate internal wins

   Share what’s working—even small wins (and maybe even efforts.) Momentum is contagious.

10. Align incentives

    If your comp system rewards hoarding, no amount of training will drive collaboration.

These are the kinds of conversations I lead in law firm training sessions—and many of them are steps leaders can take on their own.