How the Pandemic (Somewhat) Leveled the Business Development Playing Field

In March 2020, the world came to a screeching, squealing, abrupt halt. In so many ways, we couldn't have predicted what would, and wouldn't, follow. As we picked up the various pieces of our personal and professional lives, we tried to create a workable puzzle of sorts to get us through "that" time. For those of us in revenue-generating roles, it was thought by many that we would get back to our business development efforts when "that" time passed, and things shifted back to normal. Well, a year later, "that" time has become "this" time. And while there is some light at the end of this ever-so-long tunnel, we remain constrained. We aren't hopping on airplanes, meeting for lunch or connecting at conferences. Picking up a coffee at a local coffee shop is stressful and public transportation is anxiety inducing. From a business development perspective, our strategies and approach had to change because waiting for "that" time to pass simply wasn't an option. As a result of the change, the playing field has been (somewhat) leveled.

Borders

The pause imposed on travel, that was previously so integral for business development, potentially opened more doors than it closed.

In terms of prospective and existing client relationships, often times phone calls, video calls and email just weren't enough to sustain meaningful relationships. We had to be front and center, otherwise we'd lose out to competitors who were able to be physically present. This past year required phone calls, video calls and email to be, well, enough. This enabled long distance relationships that, perhaps, were once harder to build, to thrive. Proximity to an existing or prospective client is no longer a meaningful competitive advantage and distance is no longer a complete hindrance.

While the world took a break from in-person events, existing networking groups took to virtual meetings and new online networking groups formed. By everything going virtual, we now have access to any group anywhere that may be of interest. Ari Kaplan now hosts regular Virtual Lunch meetings and Jennifer Gilman hosts Virtual Networking events a few times per week. Other groups such as BNI, USA 500 Clubs and ProVisors are also now more easily accessible in any location. LinkedIn alone has hundreds of meetups scheduled daily. There is truly something for everyone.

Removing the borders opens up a whole world of opportunity.

Time

We gained hours in our days by eliminating commutes -- to and from the office, to and from lunch meetings, to and from events and so much more. Of course, we picked up other responsibilities that require our time while we're working from home but those extra hours are, in many ways, a gift. How do you use them?

Attorneys often drown in the billable hour, and shift business development to the side for when they "have time." In truth, time rarely shows up, yet here it is. The hours gained are hours to be spent building relationships and, ultimately, building business.

Speaking Opportunities

Speaking opportunities equate to marketing opportunities, yet many attorneys do not seek them out. Speaking opportunities help build our brand and introduce us to various audiences who get to know who we are, our expertise and what we bring to the table. The pandemic created an ease with which webinars, panel discussions and fireside chats can be arranged. Existing organizations are shifting to virtual discussions and those who have never hosted any type of event before are dipping their toes in the water. The result? There are exponentially more opportunities to secure speaking slots and there are no geographic limitations.

Those who fall victim to stage fright also have a great opportunity to calm their fears. A screen provides a feeling of security for many, as does sitting in a chair. Those who may not have been comfortable speaking to a large audience before, have a more comfortable way to give it a try.

Self-Proclaimed Introverts

Entertaining clients is not on the list of favorite things for all attorneys. Be it over dinner, drinks or a golf outing, many attorneys would opt out given the chance. The social element of building a legal practice has significantly dwindled over the past year. Many of us cannot wait for it to return in some form but for those who found it to be a burden -- this is your moment. Those who thrive in client entertainment needed to pivot - and many of them have by offering virtual activities and such. But, regardless, with minimal client entertainment occurring, the self-proclaimed introverts have an interesting opportunity to plug in contentedly, from home. The great divide shrunk.

Peek Behind the Curtain

We are all riding out the same storm while in different boats and we continue to adjust as we determine the way forward. This past year, video calls provided a glimpse into one another's homes. Backgrounds weren't perfect, clothing attire steered more casual and unintended interruptions were often excused. We have all been humanized and the separation of personal and professional lives was forced to diminish. This provides opportunities to connect on new and different levels. To relate and commiserate. To comment on someone's child's art hanging in their home office or the snow on the trees in their backyard. To meet their spouse. To hear their dogs barking. Adding humanity to this industry truly leveled the playing field.

As we emerge from a challenging year, we hope for a return to the world we once knew. Crowded restaurants, shaking hands and business trips are things many of us missed over this past year. However, this year provided new ways of developing business and removed various barriers, which may not return. The leveled playing field may just be here to stay.