Purposeful Pursuits: Turning Uncertainty into Opportunity
As a former law firm business development leader, I remember looking forward to the summer as a quieter time to catch up, with lawyers and clients taking vacations and fewer urgent requests to address. This year increased economic and political uncertainty are rewriting the rules. Clients are navigating unpredictable economic and political environments, and business-as-usual will not cut it. Now, more than ever, purposeful one-on-one client engagement is essential.
Protecting Client Relationships in Uncertain Times
Your competitors are talking to your clients—even if you aren’t. Complacency is a risk you cannot afford. I’ve seen long-standing relationships unravel simply because lawyers assumed their connection was secure. For example, I once worked with a team whose lead partner insisted a top client relationship was unshakable: “The GC and I were college roommates. We see each other once a year or so.” Six months later, that same GC transferred all their files to another firm, without warning or explanation.
Right now, clients are searching for clarity and guidance. Even if you don’t have all the answers, your willingness to check in and offer your perspective and support shows clients that they matter. In times of uncertainty, that simple act can be decisive.
A Tactical Approach for Summer 2025
You can help your lawyers protect key relationships, reduce last-minute business development stress, and still enjoy summer with their families. The key is to plan and prioritize now.
Prioritize Clients
Review your client list by practice or industry group. Identify:
Clients you can’t afford to lose
Clients you need to secure
Intermittent or “potential” clients
Focus your summer engagement efforts on the first two groups.
Assess Recent Contact
Use your CRM or check in with lawyers to see which clients they’ve met with recently. Ensure those conversations went beyond current matter status. If your lawyers haven’t asked, “How is the current economic and political environment impacting your day-to-day work and long-term objectives?”—that client stays on your list.
Research Client Concerns
Use AI tools and your client intelligence team to identify the top three concerns facing similar companies—by industry or business role (manufacturer, supplier, OEM, service provider, etc.). Before you dig in, confirm that your lawyers are open to approaching clients with new insights.
Craft a Conversation Starter
Develop a perspective to share with the client. For example:
“Working with companies like yours, we’ve seen an increased focus on privacy and security as they build out omni-channel sales strategies. R&D and IP protection are top priorities. With today’s volatility, we thought we could help you think through your approach to growth, based on our knowledge of where others are succeeding and/or struggling.”
If you know the client well, propose a tailored solution. Otherwise, start with an exploratory conversation to share your perspective and listen to their concerns.
Engage Your Lawyers—Now
Review your prioritized client list with relationship lawyers. Share your industry or client research. Ask how their experience refines your perspective. Agree on two or three sentences—modeled on the example above—that the lawyer can deliver to the client (preferably by phone or in person).
Emphasize the urgency: uncertainty makes timely, targeted engagement more valuable than ever. Coordinated outreach means less work, greater impact, and stronger client loyalty.
Next Steps: Make Every Conversation Count
Clients rarely send new work without a conversation—but they will move work elsewhere if they feel ignored. Your clients are searching for ideas and reassurance. Share this message with your lawyers if it helps reinforce the point.
Track every outreach and follow up on next steps. Gather your team to review what you’ve learned. You’ll likely spot common themes and identify new solutions to offer.
Call to Action
Don’t let these turbulent times threaten your client relationships this summer. Equip your lawyers with a focused, proactive engagement game plan—because in times like these, purposeful conversations are your firm’s best business development tool.