This article has been authored by Anshu Sharma, a seasoned professional with expertise in client management, business development, and marketing within the legal sector.
Anshu has held key roles at renowned firms such as Chandhiok and Mahajan, Advocates and Solicitors, Singhania & Partners LLP, and LexStart Partners, where she was instrumental in managing internal and external communications, building strong client relationships, and driving business development initiatives.
Landing new business isn’t about luck—it’s about being seen, known, and trusted. General Counsels (GCs) are key decision-makers in corporate legal departments, often seeking external expertise. However, they won’t reach out to a lawyer they don’t know. This is where networking comes in. It’s not about quick wins; it’s about consistent engagement, trust-building, and positioning yourself as a reliable legal partner. Done right, networking with GCs can open doors to some of the biggest opportunities in your legal career.
Who Are General Counsels (GCs) and Why Do They Matter?
General Counsels (GCs) play a crucial role in corporations, heading legal teams and ensuring compliance with internal policies and external regulations. While these legal leaders are responsible for conducting internal security checks and managing risk, they often require external legal support from specialized lawyers and law firms. Given the extensive experience and authority that GCs bring, they have the power to influence business decisions, implement legal strategies, and engage external legal professionals to address specific needs. This makes them valuable connections for law firms seeking to expand their business.
The Value of Networking with GCs
Why should law firms network with GCs? Because opportunities in the legal industry do not materialize spontaneously. Legal professionals might have the expertise and skills to support companies, but unless GCs are aware of their existence and capabilities, these potential opportunities remain untapped. Business development is built on relationships, and networking with GCs provides lawyers with the chance to showcase their expertise, stay on a GC’s radar, and position themselves as the go-to legal expert when the need arises.
Networking isn’t just about shaking hands at events—it’s about creating meaningful connections. GCs are constantly interacting with professionals across industries, and they tend to work with those they trust and have built a rapport with over time. Engaging with them through discussions on emerging legal trends, offering insights into industry regulations, and even participating in industry panels can significantly strengthen your professional presence.
How to Build Strong Relationships with GCs
- Make a Strong First Impression
Your first interaction with a GC can set the tone for your future relationship. Be prepared, engage in meaningful discussions, and show a genuine interest in their legal challenges. Avoid aggressive sales tactics and focus on building credibility instead.
- Follow Up and Stay Consistent
Meeting a GC once is not enough. The key to turning networking into business is consistent follow-up. After an initial conversation, send a brief follow-up email or message on LinkedIn. Keep the conversation going by sharing relevant insights or inviting them to legal events.
- Stay Active on Professional Platforms
One of the easiest ways to remain on a GC’s radar is by maintaining an active presence on platforms like LinkedIn. Share industry updates, comment on their posts, and create engaging discussions about legal trends. This keeps you visible without being intrusive.
- Provide Value Without Expecting Immediate Returns
Instead of waiting for a GC to reach out with a legal matter, take the initiative to provide them with value. Send over a recent legal insight or a white paper that might interest them. Perhaps invite them to a webinar or roundtable discussion where they can engage with peers in the industry. The idea is to remain on their radar in a way that feels organic and not pushy.
Does Networking with GCs Work Instantly?
The short answer is no. Networking with GCs is not a one-meeting, one-call endeavour. It is an ongoing relationship-building process that requires consistency and strategic follow-up. Let’s break this down in simple terms:
Imagine you meet a GC at an industry event and have a great conversation. You both exchange contact details and discuss the possibility of meeting again when they are in the same city as you. There are two possible ways this could go:
- Passive Approach: You wait for the GC to reach out when they need legal support. However, the reality is that they might never proactively contact you unless they have a pressing issue.
- Proactive Approach: You take the initiative to follow up, plan a second meeting, and remain engaged with them over time. You stay active on LinkedIn, where the GC occasionally interacts with your posts about relevant legal updates and industry trends. Over time, they recognize your expertise and credibility. Eventually, when the GC requires external legal assistance for a new project, they reach out to you.
The Key to Success: Patience and Persistence
Building relationships with GCs takes time. The legal industry is built on trust, and GCs are more likely to work with professionals they have known for a while. Instead of seeking instant results, focus on staying consistent and delivering value. The goal is to become a trusted name in their professional network.
Conclusion
Networking with GCs can be a highly effective strategy for law firms to secure new business, but it requires time, patience, and ongoing engagement. Lawyers who actively build and nurture relationships with GCs position themselves at the forefront when legal needs arise. The legal industry thrives on professional connections, and those who understand the nuances of networking will find themselves better equipped to unlock career-defining opportunities.
Remember, it’s not about selling your services immediately—it’s about becoming a trusted name in their professional network. Stay engaged, stay visible, and over time, the opportunities will come knocking.
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