For many lawyers, the idea of turning acquaintances or friends into clients feels tricky. People generally ask me, “What is the magic?”
No one wants to sound like they’re pouncing on a friendship and risking the relationship by asking for business. I really understand that. Yet the truth is, your friends already trust you — so why shouldn’t they consider you when they or their companies need help? The magic is just a matter of approaching it the right way.
Here are three ways to make the transition natural.
Let people know what you do as part of your work.
You’d be surprised how many people don’t fully understand your practice. They won’t consider you when a legal need arises if they don’t know. Find natural ways to bring it up—sharing an interesting case (public ones of course) or mentioning the types of issues you solve. It’s not selling; it’s informing.
Think of providing your expertise as helping or supporting someone.
Instead of worrying about “getting business,” focus on being a resource. Your friends may need legal support and just don’t realize you can help. A simple, “If you ever run into something like that, feel free to bounce it off me” is often all it takes. No pressure, just support.
Find your own words.
Many lawyers think they need a big, bold ask—”Give me your business!”—but that’s not how genuine relationships generally work, particularly outside of the U.S. While some professionals have a big and daring style, many do not. Asking for business is often subtle. It might be as simple as, “I’ve been working with clients on this issue a lot—happy to chat if it ever comes up for you.” The key is to make it feel authentic to you.
Know that not every prospect is meant to be a client.
After helping lawyers and law firms for decades, sometimes knowing that business may never occur with a particular friend is fine.
Life is short, and the most valuable relationships (and the real magic) are the family and friendships that support you.
