If you’re a solicitor, you’re operating in a crowded market. There are 172,382 practising solicitors in England and Wales, and thousands of firms competing for attention, referrals, and repeat instructions. In that reality, “we’ll do BD when things calm down” turns into “we’ll do BD never”.
Here’s the good news: you don’t need a complicated plan, a shiny CRM rollout, or a partner retreat with flip charts. You need a weekly rhythm that fits a busy diary and actually gets done.
This is a Tenandahalf-style routine: 3 actions, 20 minutes, minimal admin, maximum consistency. If you want the broader framework behind it, start with Business Development For Law Firms.
Why a “weekly routine” beats a “BD strategy” (most of the time)
Most BD plans fail for boring reasons:
- they’re too big,
- they rely on perfect diaries,
- they create admin,
- they depend on “motivation”.
A weekly routine works because it’s built for reality: you’re juggling client work, deadlines, internal noise, and the occasional fire that lands at 4:45pm.
The goal isn’t to become a full-time rainmaker overnight. The goal is to stay visible and stay in motion, so opportunities don’t rely on luck.
If you want your BD to feel less like “marketing” and more like “normal professional behaviour”, Tenandahalf’s approach to Marketing For Law Firms is a useful read.
The rules of the 20-minute routine
Before we get into the 3 actions, you need 4 rules:
Rule 1: No CRM updates in the moment
Your routine is not “open CRM, create tasks, log calls, update stages, write notes”. That’s how BD dies.
You’re going to capture the minimum in a place you’ll actually use (notes app, a single spreadsheet, or a paper pad). If you later want structure, fine—just don’t make structure the price of entry.
Rule 2: You only need 10–20 live relationships
Not 600 contacts. Not 2,000 LinkedIn connections. You need a small group of people who can:
- instruct you,
- refer you,
- introduce you,
- or expand the work you already do.
Rule 3: Consistency beats intensity
1 week of “big effort” followed by 6 weeks of nothing is pointless.
20 minutes every week is how you win.
Rule 4: Every action must be specific
“Do some networking” is not an action.
“Message Claire at ABC Estates to congratulate her on the acquisition and offer a quick call about post-deal employment risks” is an action.
The 3 actions (and exactly how to do them)
Action 1 (7 minutes): 2 reconnections with a simple message
This is the core of the routine. You pick 2 people and send a short, human message.
Who do you choose?
Pick from one of these buckets:
- A-List clients (or clients you want more of)
- Referrers (accountants, IFAs, surveyors, brokers, consultants)
- Connectors (well-networked people who open doors)
- Dormant relationships (people you like and respect, but haven’t spoken to in months)
If you want a more structured way to identify who matters most (and why), Tenandahalf’s client listening for law firms, accountants and barristers work is built around exactly that.
The message scripts (steal these):
- The “useful nudge”
Hi [Name] — quick one. We’re seeing a few [issue] cropping up in [sector]. If it’s useful, I’m happy to share a 1-page checklist we’re giving clients. No rush.
- The “specific congrats + gentle hook”
Hi [Name] — saw [news]. Congrats. If you want a quick sanity-check on [risk area], happy to jump on a 10-min call.
- The “reconnect without awkwardness”
Hi [Name] — it’s been a while. I was thinking about you because of [shared context]. How are things? If you’re free next week, fancy a quick catch-up?
Micro-metric:
Each week: 2 messages sent. That’s it. No overthinking.
What this does over a quarter:
2 messages x 13 weeks = 26 touchpoints.
Most solicitors don’t do 26 deliberate touchpoints in an entire year.
Action 2 (7 minutes): 1 “point of view” you can reuse
You’re going to create a short piece of insight that makes it easy for people to remember what you do and pass you on.
This is not a “thought leadership article”. It’s a reusable point of view.
Choose one:
- a 6-line LinkedIn post
- a short email you can forward
- a “here’s what we’re seeing” note to a referrer
- a 1-minute voice note (yes, really)
A strong structure is:
- What you’re seeing
- Why it matters
- What to do next
- Offer help without being needy
Example (employment solicitor):
- What you’re seeing: “More settlement discussions starting too late”
- Why it matters: “Costs spike and decisions get rushed”
- What to do next: “Do the 3-step prep before the first call”
- Offer: “Happy to share our prep checklist”
If you’d rather not write, don’t. You can get support producing simple, consistent content through We write blogs for lawyers, accountants and patent and trade mark attorneys.
Micro-metric:
Each week: 1 short insight drafted (even if you don’t publish it that week).
Action 3 (6 minutes): 1 follow-up that moves something forward
This is where most BD falls over: people have a good conversation… and then nothing happens.
Your follow-up is one of these:
- confirm next step on a warm lead
- send the promised doc
- introduce 2 people
- offer a specific call time
- share a relevant resource
The follow-up script that works:
Hi [Name] — good speaking earlier. To keep momentum, shall we [specific next step]? I can do [2 time options]. If easier, I’ll send a short note with what I think you should do first.
Micro-metric:
Each week: 1 follow-up sent that asks for a next step.
That’s it. Not 12 follow-ups. 1.
How to run this without a CRM (and without chaos)
You only need a “BD scratchpad”. Create a simple list with 3 sections:
1) Your 10–20 “BD Names”
A short list of people you care about staying in touch with.
2) Your “Next Touch”
Next to each name, write:
- “Message”
- “Call”
- “Send checklist”
- “Intro to X”
- “Invite to event”
3) Your “Wins”
A running list of:
- intros made
- calls booked
- proposals requested
- referrals received
- fees won
Why the wins? Because BD feels pointless until you can see progress.
If you want more practical prompts like this, bookmark Resources: BD and marketing tips for lawyers and accountants.
What you do when you miss a week
You’re going to miss weeks. Everyone does.
The mistake is thinking you have to “catch up” with a massive push.
Don’t.
Just restart with the next 20-minute block. A routine that survives imperfect weeks is the only one worth having.
If you’re trying to build better habits across a partner group (not just in your own practice), look at business development training for partners.
How this routine translates into £ (without cringe)
Let’s keep it practical.
If your average matter value is £5,000, then:
- 1 extra matter per month = £60,000 per year
- 2 extra matters per month = £120,000 per year
You don’t need 50 new clients. You need a small, steady lift created by:
- staying top of mind,
- following up properly,
- being clear about what you do.
And because the market is competitive (172,382 solicitors is a big number), being the solicitor who keeps in touch is a genuine advantage.
If you want support tailoring the routine to your style (and removing the friction that stops you doing it), BD coaching for lawyers and accountants is designed for exactly that.
Optional upgrades (only if you’ve nailed the basics)
Once you’ve done this for 6–8 weeks, you can add one upgrade:
Upgrade A: 1 monthly “client/referrer pulse”
A short email: “Here are 3 things we’re seeing. Reply if you want to talk.”
Upgrade B: 1 quarterly client listening call
If you do nothing else, do this with top clients. It’s low effort and high value. (Again: client listening for law firms, accountants and barristers is the model.)
Upgrade C: tighten how you pitch and propose
When the opportunity lands, you want to convert it cleanly. If tenders are part of your world, support to help lawyers and accountants create better tender responses will be relevant.
Upgrade D: sort the “engine room” (SEO, design, digital)
If your positioning is good but you’re hard to find (or the site undersells you).
FAQs
1) What if I’m junior and don’t “own” client relationships yet?
Start with the relationships you do have: ex-colleagues, peers, referrers you meet through matters, alumni networks, local business groups, and internal stakeholders (partners who can bring you into the right conversations). Your routine still works—you just tailor the list.
If you want a broader grounding in what to do first, Where and When Do You Start? A Simple Guide to Business Development for Lawyers and Accountants is a good companion piece.
2) Do I have to post on LinkedIn every week?
No. Your “point of view” can be private and still useful (an email, a message to a referrer, a short note to a client). Publishing helps, but consistency and usefulness matter more than broadcasting.
If you prefer quick, bite-size ideas, Tenandahalf Top Tips is built for that.
3) How do I avoid sounding salesy?
Be specific and useful. Most “salesy” behaviour is vague behaviour. When you say, “We’re seeing X, here’s what to do,” you sound like a professional doing their job, not a solicitor begging for work.
4) I hate admin. What’s the minimum I need to track?
Track just 3 things:
- names touched this week
- follow-ups sent
- outcomes (calls, intros, proposals, fees)
That’s enough to stay honest and build momentum.
5) What if partners say “we already get referrals”?
Great—this routine protects and grows referrals. Referrers refer to people they remember. And they remember the solicitors who:
- stay in touch,
- make it easy,
- follow up,
- and are clear about what they want.
If you need buy-in across the firm, BD training for lawyers and accountants can help align expectations quickly.
6) How long before I see results?
You’ll usually see “movement” (replies, catch-ups booked, intros made) within a few weeks, and more meaningful work over a quarter. The key is not stopping just as it starts to work.
If you want more examples of how Tenandahalf supports the legal sector, start with BD support for legal service providers.
Next steps
If you want this routine adapted to your practice (your niche, your referrers, your style) so it actually sticks—and doesn’t turn into a half-finished CRM project—Tenandahalf can help you build a simple cadence that wins work without eating your diary. Get in touch here: Contact us.