Strategic Business Development for Lawyers: Insights from David Ackert

In this episode, legal business development expert David Ackert joins the podcast to share his unconventional journey from acting to advising top law firms. David draws on decades of experience coaching lawyers on relationship-building, business strategy, and sustainable client development. His insights are grounded in both his background in performance and a master’s in psychology, offering a nuanced perspective on the human factors behind legal success. Listeners will gain practical guidance on structuring outreach, tracking referral sources, leveraging technology like PipelinePlus, and applying vulnerability to enhance client trust. Ackert also discusses common pitfalls in law firm business development, from overlooked follow-up habits to the complexities of cross-selling, with strategies grounded in real data and years of coaching experience.

Key Takeaways

  • Focus on the short list: Top rainmakers maintain 9–35 key relationships, balancing clients, prospects, and referral sources for strategic follow-up.
  • Fourteen touchpoints to first engagement: Data shows 14 interactions are typically needed from first meeting to signed engagement, underscoring the need for persistence.
  • Technology as a strategic enabler: Tools like PipelinePlus Tracker help lawyers maintain accountability and structure in their business development efforts.
  • Cross-selling starts with trust: Rather than broad firm initiatives, effective cross-selling begins with a few trusted colleagues and willing clients.
  • Vulnerability drives authenticity: Strategic openness in professional interactions can enhance trust and distinguish lawyers in a competitive field.
What is PipelinePlus and how does it support lawyers?
PipelinePlus is a relationship-tracking platform developed by Ackert Inc. It helps lawyers prioritize and manage outreach to clients, prospects, and referral sources, with reminders and engagement strategies built in.
How can lawyers develop stronger business relationships?
Prioritize consistent outreach to a short list of key contacts. Build trust through thoughtful, non-transactional engagement—like sharing resources or insights without billing—to demonstrate value and maintain visibility.
What role does vulnerability play in client development?
When appropriately expressed, vulnerability fosters relatability and trust—essential elements in building durable, human-centred professional relationships.

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