Why Anticipating Your Client’s Next Problem Is Good Business Development
Most lawyers wait for the phone to ring. Rainmakers make the phone call.
In this edition of BD Tips Wednesday, I take a look at one of the simplest, but most underutilised, business development strategies available to lawyers: anticipating your client’s next problem.
The Shift: From Reactive to Strategic Business Development
Lawyers who build the strongest client relationships think differently. They are not just focused on solving the problem at-hand; they're already thinking about what comes next. This is the fundamental shift needed to succeed in business development: the move from being a reactive lawyer to a strategic rainmaker.
Most lawyers rightly pride themselves on their responsiveness. They deliver good work, turn things around quickly and keep clients informed throughout the matter. All of this is very important, but it is table-stakes in this day-and-age and is not what is differentiating you from the competition.
Lawyers who stand out from the competition are those who demonstrate foresight into their clients’ needs.
Problems Rarely Arrive Alone
Case in point: clients rarely experience legal issues in isolation. A contract dispute today, may lead to a restructuring tomorrow. A new company hire today may trigger employment risks in six months’ time.
When you begin to recognise patterns, something powerful happens. You stop seeing matters as standalone instructions and start to see them as part of a broader commercial journey.
This ability to strategically map what at first might appear to be unconnected events is an important milestone in your business development journey.
Seeing the Business, Not Just the Matter
When you start to look at your client relationships holistically, your perspective changes. Instead of asking:
“What has the client asked me to do?”
You start asking:
“Where is this client going?”
This is where real business development and growth opportunities live.
Because once you understand the trajectory of your client’s business - their growth plans, risk profile, industry pressures, bonus KPIs and internal constraints - you start to identify issues before they crystallise into urgent problems.
From Lawyer to Trusted Adviser
Trusted adviser, the Holy Grail! You are no longer just the lawyer who solves problems when they arise, you become the adviser who helps clients prepare for what is coming.
That distinction matters.
Any lawyer can respond to a brief. Very few lawyers consistently guide clients around corners they cannot see yet. Clients value this insight enormously because it reduces uncertainty and risk. It signals that you understand their commercial environment and not just the legal issue placed in front of you.
When you are able to anticipate your client’s next problem:
You deepen trust without needing to “sell”
You create natural pathways for future work
You position yourself as integral to the client’s decision-making
You reduce the risk of being replaced by a cheaper alternative.
In short, you move from being a service provider to a strategic asset.
Takeaway
Often, the most valuable sentence a lawyer can say to their client is:
“You may want to start thinking about this next…”
It's simple. But, when done right and in a non-sales way, it also signals foresight, commercial awareness and genuine investment in the client’s success.
Need Help With Your Business Development?
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