Every lawyer knows the scenario: You meet someone at a networking event or client meeting, have a great conversation, maybe even follow up with coffee—and then… nothing. No immediate work, no new matter.
That’s not a failure. It’s a reflection of how business development actually works.
Understanding the 95:5 Rule in Legal Services
In 2021, Professor John Dawes from the Ehrenberg-Bass Institute introduced the 95:5 Rule. His research in B2B markets showed that only about 5% of potential clients are actively looking to buy at any given time. The other 95%? They’re not ready yet—but they will be eventually.
This is especially relevant in legal services, where decisions are high-stakes and relationships matter. Most of your marketing, networking, and thought leadership won’t convert instantly. And that’s okay. The real goal is to ensure you’re top-of-mind when someone’s need arises.
From Short-Term Wins to Long-Term Presence
Instead of chasing quick wins, your focus should shift to consistent visibility and credibility. When someone finally does need legal help—whether it’s litigation, an M&A deal, or replacing current counsel—they likely won’t start from scratch. They’ll ask: Who do I already trust?
That’s where “mental availability” comes in: the likelihood that a client thinks of you in a moment of need. You’re not pushing prospects down a funnel. You’re planting seeds so you’re the one they recall when it matters.
What It Looks Like in Practice
So how do you build that kind of long-term presence?
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Stay in touch, even when you don’t need anything.
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Share content that’s genuinely helpful to your audience.
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Attend the same events year after year.
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Send the occasional note, email, or call just to reconnect.
This doesn’t have to be time-consuming. One thoughtful touchpoint every month or two can be enough. Over time, these small gestures compound—building trust, familiarity, and professional goodwill.
The Real Takeaway
Too many lawyers focus on being persuasive in the moment, rather than building a lasting presence. But real business development is about long-term relationship equity.
If you want to win more business, don’t just chase the 5% who are ready now. Invest in the 95% who will be ready—and make sure they remember your name when the time comes.