One of the first things a business development coach will tell you is to identify people whom you believe can help you in your quest to build a practice. If you’re like me, this might cause you to look around and compile a list of people you think might hire you directly. If you’re an employment lawyer, for example, you might try to identify business owners and human resources directors you know who could have an immediate need for your services and finding a way to market to them.

This is probably not the worst approach. After all, you’re doing something in a calculated effort to build business, which is certainly better than nothing, right?

But better than nothing is not necessarily the best. I’ve lately come to think there is indeed an even better way. Based largely on my own experiences, as well as what I’ve seen with friends and colleagues who truly qualify as “rainmakers,” I believe now that the highest return on effort (ROE), at least when you’re first building your practice, is to leverage those who you are close to and who probably care about you most. Sure the two approaches might overlap; if a close relative happens also to own a business that, as all businesses do, needs employment counsel, then there’s no difference. But what I’m describing here does not involve asking a friend or relative to send you work directly, but allowing that person to act as a conduit to boost your chances of getting business through an introduction or referral.

Let me right away clarify two things. First, what you’re after isn’t a free lunch. You’re not looking for someone to hand you an envelope full of cash; you’re seeking the opportunity to perform quality legal services for a person or business who genuinely needs that legal service. Second, I do not mean leverage in the sense of use. Do not use those closest to you to get ahead. You will feel like a user and your friends and family will feel used. Don’t be a user.

On the other hand, if your relationship and trust are such that you would not hesitate to do something–take a chance, even–to give your friend or relative a boost, then why not give them the same opportunity? I would argue (based on experience I’ve had acting as a conduit to build my friends’ businesses) that the friend or relative who goes out on a limb to help grow his/her friend’s business is the one getting the biggest emotional reward. Have you ever enjoyed giving gifts more than receiving them? Plus, the one getting the business opportunity still has to do the work, while the one who did nothing more than make an introduction or referral gets to sit back and feel good.

What I’m talking about involves a two-step process. First, it requires letting that person close to you know that she can help you and that you’d appreciate that help. This is necessary because it does not immediately occur to everyone that they can help you or that the help is wanted. Some might even hesitate to make an introduction or referral–particularly if they are not familiar with the practice of law–because they are worried it will be viewed as meddling in your business.

The second step requires explanation. You must help those around you understand exactly what you do and who your clients typically are. An easy way to do this is to explain a recent case you handled. If you were successful on behalf of your client (hopefully you were in this particular story), explain how good it made you feel to help that person or business through a tough situation. You want to sell yourself without sounding like your selling yourself. The point is to make that person who knows you, who trusts you, and who would probably like to do whatever he/she can to make your life better understand both that you would appreciate their help and how they can help.

This can be a lot easier if you’re in a position to assist the close friend or relative toward reaching his or her goals first. I’m a big believer in “paying forward,” looking for opportunities to do a good turn for another without any expectation of payback. I know now, in a way I never understood before, that there really is karma when it comes to relationships and good deeds in the business world. Unless they are direct competitors, people generally want to feel like they’ve played an important role in a close friend or relative’s success.

Certainly the biggest challenge for me, as an outside or, if you prefer, “outhouse,” lawyer representing private clients is keeping up my client development efforts, even when I’m absolutely slammed in the actual practice of law.  I know I’m not alone and this challenge is hard for just about everybody on the outside.

I sometimes envy people with client-development or sales-type jobs that allow (or force) them to focus exclusively on selling.  Unlike a pharmaceutical representative or residential realtor, lawyers have to constantly balance the substantive side of the job (conducting discovery, writing and arguing motions, preparing for trial) with the sales side (writing, speaking, meeting, etc.).  When push comes to shove, at least for me, the sales side usually takes a back seat to the demands of the practice.  This isn’t surprising: clients hire trial lawyers to litigate cases, not to spend their time finding new clients and more cases.  Also, lawyers aren’t typically sued for malpractice for neglecting their marketing responsibilities and focusing instead on winning the case.  On the other hand, without a pipeline of new work, we find ourselves languishing, dead in the water, when a busy case resolves.

In a perfect world, I would use others to appropriately leverage both sides of my job.  I would have associates and paralegals available to leverage for performing practice-related tasks they are equally, if not better, suited to do.  But then I would also have someone, even a part-time employee who could help make sure I keep up with my marketing and networking responsibilities, scheduling meetings, arranging for articles and speaking opportunities.

Alas, it’s not a perfect world, yet.  Until then, I’ve got to keep struggling not to neglect my marketing efforts when, as in the past few weeks, I’ve been extremely busy with a particular case.  I recently spoke with my business development coach about this challenge.  His suggestion, loosely paraphrased, was that I shift my orientation away from being a legal “practitioner” to being a legal “business developer.”  I should understand as my primary job, not to win cases or achieve favorable settlements, but rather to generate more business.  I’m not sure I understand or completely agree with this view.  But thinking about the issue has helped me develop some  simple strategies designed to help me maintain the law practice/business development balance, even when things get hectic.  Here they are:

1.  Schedule, schedule, schedule.  Like many litigators, I live my life out of a calendar.  I’ve found that, provided I get a coffee, lunch or dinner date on my calendar, I have little trouble scheduling around this appointment.  The takeaway:  get something on the calendar, even if it has to be rescheduled later.

2.  Combine case-related travel with visits to existing or prospective clients.  The most successful practitioners I’ve known make it a habit to visit existing and prospective clients face-to-face whenever they are “in town” for another reason.

3.  Calendar follow-up steps.  For every 5 appointments I schedule for coffee or lunch, at least 3 cancel or reschedule.  I have a bad habit when someone cancels at the last-minute of failing to follow through immediately to get a new date on calendar.  The result is a long, long delay and starting from scratch on the rescheduling.  I’m trying now to follow-up right away when someone cancels to get a new appoint on our calendars, even if that, too, eventually must be rescheduled.  Ideally, no meeting will be left behind.

4.  Do business development before anything else.  This is one my biz dev coach really likes.  He suggests I spend between 5 and 30 minutes each morning on client development before doing anything case-related.  I’ve tried to adopt this, but it’s challenging given the unpredictability of a litigation practice.

Hopefully, these 4 strategies will help me stay out of my shell and not find myself dead in the water whenever a particularly time-consuming case resolves.