Business Development Is Not About Instant Gratification

Heather Morse recounts a story over at The Legal Watercooler where a partner won over a desirable client from a competitor. It only took 10 years of cultivating the relationship to win the client. Instant gratification from business development and marketing efforts is the exception, not the rule in professional service industries.

When exerting marketing and business development efforts, it is desirable to see immediate results. Unfortunately, immediate results rarely happen. Most of your efforts won’t be realized until months or years down the road. Relationships take time. However, you must position yourself to be in the right place at the right time.

Marketing and business development are not about the work you are doing today, but the work that will come in the door when your current matters have wrapped up and the files sent to off-site storage.