Jason Stiehl, a partner at Crowell & Moring, appeared on the "Be That Lawyer" podcast to discuss business development strategy centered on relationship-building rather than transactional sales approaches.
The discussion reflects a broader shift in legal services away from aggressive rainmaking tactics toward sustainable client relationships. Law firms increasingly recognize that durable practice growth depends on authentic professional connections, trust, and demonstrated legal competence rather than sales-driven methodologies.
Stiehl's appearance on the podcast suggests law firm leaders view relationship management as a core competency. Partners at major firms like Crowell & Moring recognize that clients—particularly institutional clients making high-stakes decisions—evaluate counsel based on trust, accessibility, and understanding of their business objectives. This approach prioritizes long-term client retention over one-time matter placement.
The legal services industry has historically struggled with the tension between professional conduct rules restricting marketing and the business realities of client acquisition. Model Rule 7.1 (Advertising) and related rules prohibit deceptive marketing but permit direct outreach and business development activities. The shift toward relationship-centered development respects these ethical constraints while building sustainable practices.
For individual attorneys, the emphasis on relationship-building carries practical implications. Time invested in industry associations, bar committees, and genuine professional networks yields better returns than mass outreach campaigns. Specialization and visible expertise within practice niches—communicated through writing, speaking, and consistent client service—establishes credibility.
For law firms, institutionalizing relationship management requires training associates in client service, allowing partners time for business development, and measuring success through client lifetime value rather than matter count. Firms increasingly invest in client relationship management software and formal business development coaching.
This strategy particularly benefits practices in corporate law, finance, and litigation where relationships span multiple matters and years. Transactional practices naturally accumulate repeat clients when counsel delivers