By Steve Fretzin & Kim Stapleton
Strategic Business Development
Growing a law firm requires strategy, relationship-building, and a proactive approach to business development. Kim Stapleton, a Business Development Executive at ICE Miller has worked on business development both in-house and as an independent consultant. Her experiences bring a unique perspective on the art of networking and client engagement, particularly in a world where business development often comes down to cultivating relationships that translate into trust and loyalty.
Kim’s career started in accounting, where she managed business development efforts for high-profile clients. Her passion for building connections transitioned naturally into the legal field, where she uses her skills to create value for attorneys and clients alike. Many attorneys are incredibly busy managing their caseloads, and business development becomes an additional responsibility that doesn’t always get prioritized. Kim’s role is to bridge this gap by handling client outreach and curating targeted meetings that match attorneys with potential clients based on compatibility and need. She likens her role to that of a “matchmaker,” carefully pairing people whose goals align, maximizing the potential for meaningful and productive partnerships.
One of Kim’s key insights involves the difference between marketing and sales. Marketing, she explained, is a broad effort, public relations, branding, and general messaging that speaks to a large audience. Business development, on the other hand, is about personal connections. It’s about sitting down for a coffee, getting to know someone’s business needs, and understanding how you can help them. Kim focuses on building these one-on-one relationships, often introducing attorneys to clients in small, focused meetings rather than through mass outreach. This selective approach not only conserves the attorney’s time but also ensures that every meeting has the potential for real impact.
Her strategy for business development is highly intentional, emphasizing the importance of warm introductions and carefully curated events. Instead of overwhelming her network with constant outreach, Kim relies on what she calls “timely touches.” These might be as simple as an email check-in or an invitation to a relevant event. It’s a reminder that she’s there, aware of the client’s needs, and ready to help when the time is right. This approach makes her outreach feel genuine, rather than transactional.
Another technique Kim uses is the “three times rule”, engage with someone three times before making a direct ask. Whether it’s an email sharing a recent accomplishment, an invitation to a firm-hosted webinar, or even just a friendly hello, these touches build familiarity and trust over time. When the moment arrives to discuss a potential partnership, she’s already established a rapport, which makes the conversation feel more natural. I found this method insightful because it emphasizes patience and persistence, two qualities that aren’t always easy to cultivate in a fast-paced environment.
LinkedIn is an essential tool for Kim’s business development strategy. She checks LinkedIn daily, looking for updates about clients or prospects moving to new positions, joining boards, or celebrating milestones. For her, LinkedIn it’s a powerful business intelligence tool. Beyond keeping her network updated with firm news, she uses LinkedIn as a resource for research, finding ways to connect with people on shared interests, experiences, or affiliations. It’s these connections that transform cold introductions into warm, meaningful interactions.
Kim also stressed the importance of interacting with others’ content on LinkedIn. Whether it’s congratulating someone on a promotion, commenting on an insightful post, or sharing an article that could be of interest, these small interactions keep her top of mind for her connections. As she pointed out, consistently showing support for others on LinkedIn can open doors for future conversations, making it easier to approach people when business opportunities arise. It’s a reminder that in business development, visibility is vital.
Often, connecting two people based on shared interests or needs can create goodwill and may even lead to business opportunities in the future. One example she shared involved introducing a client to someone at a nearby company with shared hobbies and interests. This seemingly small gesture blossomed into a personal and professional relationship, illustrating how even casual connections can grow into valuable partnerships. Don’t hesitate to make meaningful introductions within your network.
Kim’s role also involves facilitating what I call “curiosity” meetings. These are initial conversations where the purpose is to explore potential synergies rather than address a specific need. In these meetings, she focuses on understanding the company’s general direction, its pain points, and the personalities of the individuals involved. Her approach to these meetings is relaxed yet insightful, by genuinely learning about each person’s business, she opens doors for future engagement without the pressure of an immediate sales pitch. It’s a strategy that pays dividends over time, as she builds a network of people who remember her professionalism and approachability.
She often encounters attorneys who feel frustrated by the slow return on investment from networking and business development. Her advice? Stick with it. Building relationships takes time, and the efforts you put into connecting, engaging, and offering value will pay off, even if it’s not immediate. She encourages attorneys to view business development as a long-term endeavor, where consistent, authentic engagement creates a solid foundation for future growth.
Prioritizing meaningful connections, leveraging tools like LinkedIn, and committing to a steady cadence of outreach, attorneys can build a network that supports their career growth and enhances their ability to serve clients effectively. The key to business development lies in the balance between patience and persistence, nurturing connections today that will evolve into opportunities tomorrow.
Get to know more about Kim HERE.
For more information about taking your law practice to the next level, please email me directly at [email protected].
Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at [email protected].