I’m not very original. Whenever I meet a rainmaker, I always ask the same simple question:
“Where have your best clients come from?”
The answer is remarkably consistent.
“My best clients are people I’ve known forever.”
“So much of this business is relationship-based.”
“These weren’t quick wins. They took years.”
What stood out isn’t just who those clients were, but how early the relationships began.
Law school friends, former colleagues, people met early in a career who later became CEOs, GCs, founders, or trusted advisors themselves.
The lawyers who succeed in rainmaking don’t just understand the law.
They understand people, context, and timing.
And today, it’s easier than ever to be intentional about this.
Great technologies—CRMs and ERMs—can help track contacts, surface timely ideas, prompt thoughtful outreach, and even help draft emails or suggest approaches.
Used well, they support judgment rather than replace it.
The real advantage comes from combining those tools with genuine curiosity, good listening, and the discipline to stay in touch even when there’s no immediate work on the table.
In a market where technical excellence is assumed, relationships are what differentiate one lawyer or law firm from the next.
It compounds quietly over time—and it’s very hard to replicate.
— If you’re early in your career, start now. If your firm doesn’t provide the tech tools, use LinkedIn, create an Excel spreadsheet, or use a free CRM to keep track of people you meet.
— If you’re mid-career, create a plan to go deeper.
— If you’re a leader, model this behavior for others.
Because the strongest books of business aren’t built between organizations.
They are built between people.
