Most people get into law to solve problems, win cases, and make a difference. But here’s something they don’t always tell you—if you want to progress, being a great lawyer often isn’t enough.
The lawyers who move up the ranks aren’t just technically brilliant. They know how to build trust, win clients, and influence people—inside and outside the firm.
In short, if you want a thriving legal career, you need more than legal expertise. You need to know how to sell yourself, your ideas, and your firm—without feeling like you’re selling, or without others feeling like you are selling to them!
So, let’s talk about what drives success in law.
Table of contents:
- The One Skill That Will Set You Apart in Your Legal Career
- Legal Career: Beyond Knowledge, What Matters?
- Why Many Lawyers Struggle with Business Development
- Progress Your Legal Career: Build Influence, Win More Business
- Legal Career: Why Influence Drives Growth
The One Skill That Will Set You Apart in Your Legal Career
At its core, law is about knowledge and influence. Whether convincing a potential client to work with you, negotiating fees, advising a client, or presenting in court, your ability to persuade, engage, and reassure others is just as important as your legal knowledge.
But influence isn’t just for the courtroom—it’s essential for building your legal career.
- Clients choose lawyers they trust, not just the most knowledgeable.
- Law firms promote people who bring in business, not just those who work the hardest.
- Colleagues listen to those who communicate well, not just technically skilled ones.
If you can build relationships, earn trust, and demonstrate commercial awareness, you won’t just practice law—you’ll build a successful legal career.
Legal Career: Beyond Knowledge, What Matters?
Many junior lawyers assume that strong legal knowledge will get them ahead. However, senior partners will tell you another differentiator: how you work with clients and your ability to bring in business.
If you want to win and retain clients, you need to make them feel four things:
- Listened to – Do they feel like they’ve been heard?
- Understood – Do they feel like you can see it from their perspective?
- That you care – Do they feel like just another case file, or do they know you’re invested in their success?
- Confident in you and the firm—Do you feel you will achieve the best possible outcome for them compared to the competition?
Here’s the thing—most people don’t know what makes a good lawyer. Potential clients won’t judge you on your technical skills; they’ll judge you on how you make them feel. If you consistently make prospective clients feel those four things, you’ll win more business.
So, ask yourself: How can I make potential clients feel this way from the first enquiry?
What you say—and how you say it—matters. The outcome will be random if you don’t actively consider the impression you’re creating. Legal knowledge opens doors. But these skills are what keep them open.
Why Many Lawyers Struggle with Business Development
Most lawyers don’t see themselves as “salespeople” and don’t want to be!
But winning business is part of the job. Whether you’re aiming for a training contract, Head of Department, Partner or Senior Partner, bringing in work is key to your legal career progression.
“Legal expertise is the foundation of any lawyer’s career, but the real differentiator is the ability to build relationships and win trust. Business development isn’t about selling; it’s about demonstrating value, understanding client needs, and positioning yourself as their trusted advisor. The lawyers who progress excel not only in law but also in connecting with people and growing the firm. If you can master that, your career will take off!! Andrew Wright, Cullimore Dutton
The good news? You don’t need to be pushy or “salesy.” The best business development isn’t about pushy selling; it’s about consultative sales—helping clients see your value, achieve their goals, or solve their problems.
Progress Your Legal Career: Build Influence, Win More Business
How do you develop these skills in a natural and not forced way?
Ask better questions
If you want to influence clients, start by asking better questions that help them rationalise and verbalise the importance of their needs.
Too many legal professionals rely on closed questions that don’t get to the heart of what matters. Instead, ask open-ended, emotionally driven questions that make people think:
- “How is this situation affecting you and your family?”
- “What does a good outcome look like to you?”
This shifts the conversation from a transactional legal discussion to something that resonates with them personally. If you can get clients to talk about why something matters to them, they’re far more likely to trust you to handle it.
Differentiate yourself—properly
Most lawyers struggle to answer this question: Why should a client choose you over your competitors?
If your answer is “we provide great service,” then let’s be honest—that’s nonsense unless you can back it up with competitor-beating online reviews. It is a generic statement that is often used and, in most cases, not believed.
If you can’t immediately explain why you’re better than the competition, you’ll never be able to do it convincingly in a client meeting. So, ask yourself:
- What’s genuinely different about how you work?
- What do your best clients say about you?
- What social proof do you have? (Google reviews, testimonials, success stories)
Most enquiries focus solely on the legal issue at hand. To stand out, you need to go beyond that.
Instead of discussing the case details, ask more significant questions that connect to the client’s life: “What’s the impact of not moving into your new house by X date?” and “How would it feel to finally have this resolved?” These questions aren’t just about the legal process—they’re about the person behind the case.
By tapping into emotion, you shift the conversation from facts to what truly matters to them. When clients feel heard, understood, and reassured, they’re far more likely to choose you to represent them.
That’s what makes you memorable.
Influence isn’t just external—it matters inside the firm too
Legal career progression isn’t just about clients. To move up, you must also build relationships inside the firm.
Being known as someone who adds value, communicates well, and builds trust internally can open as many doors as landing a big client. People recommend, promote, and invest in colleagues who bring something extra.
Developing influence isn’t about faking confidence or becoming someone you’re not—it’s about making it easier for people to trust and engage with you. And when that happens, opportunities follow.
Legal Career: Why Influence Drives Growth
Legal knowledge is expected at all levels. However, influence differentiates lawyers who stay in the same role for years from those who move up in their legal career.
Bringing in work, keeping clients happy, and leading teams are the skills that firms value.
If you’re serious about moving forward, the question to ask yourself isn’t how to become a better lawyer, but how to become a lawyer clients want to work with.
Final Thoughts: What Next?
The legal industry is shifting. Firms aren’t just looking for technically brilliant lawyers—they want people who can win business, retain clients, and build strong relationships.
If you want to progress, your ability to influence is often as important as your legal expertise. It’s not a “nice-to-have”—it’s essential. Don’t leave it to chance.
Law is competitive, and the best opportunities go to those who stand out. The sooner you develop these skills, the further they’ll take you. What’s one small step you can take today to build your influence with potential clients and internally in your firm? Are you keen to develop your firm’s or department’s client-handling skills, build influence, and differentiate from the competition? Please feel free to get in touch or connect with me on LinkedIn.
About The Author
Chris Lowe is the CX Director for insight6 Manchester and a consultant Sales Director for a top 70 law firm, helping businesses drive customer engagement and improve sales performance. With years of experience across industries like Legal, Retail, and Hospitality, Chris specialises in turning challenges into growth opportunities.
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