Want to build a stronger practice? Start by seeing the world through your client’s eyes.
Too many meetings with clients (particularly new business pitches) still focus on what we do — our practice areas, recent wins, or firm accolades — instead of what clients need right now.
A recent EY study found that 75% of legal departments say their top digitization priority is developing or refining their legal tech and data strategies.
In-house teams are under enormous pressure to be more efficient, more predictive, and more aligned with the business. They’re not just looking for lawyers — they’re looking for partners who understand what keeps them up at night.
As Rita McGrath wrote in “Seeing Around Corners,” we need to pick up on inflection points before they fully arrive. That means law firms need to invest in learning not just what the client’s legal issues are, but what’s changing inside their business and industry.
Some questions worth asking before your next client meeting.
What pressures is their GC under from the C-suite?
How are they using data to guide decision-making?
What technology is transforming their operations?
How can we help them look around their corners?
Great business development isn’t just about relationships. It’s about relevance. When we truly understand our client’s world, the pitch becomes a conversation … not a sales deck.
This is why the firms that are having open-ended conversations with clients about what is on their minds are excelling at client retention. (A big bravo for those doing a regular cadence of client surveys.)
How is your firm staying tuned in to what clients are facing?
