Most lawyers I’ve coached think they have a networking problem.
But more often than not, the real issue isn’t who they know. It’s how they manage those relationships.
They’re sitting on hundreds, sometimes thousands, of contacts, but treat all of them the same:
- the same follow-up strategy,
- the same energy,
- the same vague guilt about not doing enough.
The result? They either burn out trying to “keep in touch” with everyone… or avoid it altogether.
Here’s the shift: If you’re not filtering your network, you’re not leveraging your amazing BD asset. You’re just hoarding names.
What separates effective rainmakers isn’t charm or charisma. It’s discernment. It’s knowing who actually deserves your time.
Let’s talk about the filter that makes the difference.
The A-B-C Contact Filter: Simple, Powerful, and Underused
Think of your network not as a flat spreadsheet, but as a tiered system. Not all relationships are equal, and they shouldn’t be treated that way.
Rainmakers don’t try to be everywhere. They go deeper with fewer of their connections.
Here’s how they do it:
A Contacts: Your Inner Circle of Growth
These are your most important business relationships. Not necessarily the most senior. Not necessarily the most active. But the most strategically relevant.
They include:
- Prospects with real potential
- Trusted clients you want more work from
- Referral sources with a track record who’ve delivered before
- Connectors who raise the caliber of your network and can open real doors
Non-obvious insight: Your most strategic A contact might not be a GC. It could be a less senior in-house lawyer, a business unit leader, or a C-suite member.
Approach: Treat these relationships like priority clients (even if they aren’t yet). Internally, we call them “future clients” – because the way you show up now often determines whether they become one.
Build your approach using these guidelines: go deep with a personalized nurture, thoughtful follow-up, and strategic value-adds, including:
- Meet in person when possible
- Research and share insights tailored to their world
- Make quality introductions that elevate them
- Keep their goals and pressures on your radar
Timing: Every 4–6 weeks. No excuses. If someone on your A list hasn’t heard from you in two months, fix it today.
If that sounds too frequent, consider this: if you’re not showing up regularly for your best contacts, someone else will.
B Contacts: Your Bench of Opportunity
These folks aren’t on the front burner, but they’re still worth keeping warm, because they can easily go from B-level to A-level contacts.
Think:
- Past clients with no current matter
- Former classmates you haven’t spoken to in years
- Professional peers in adjacent services
- Contacts who’ve expressed interest but gone quiet
Non-obvious insight: Your B list is often where silent referrals come from, if you stay visible. They may not hire you, but they’re quietly watching how you show up.
Approach:
- Share a relevant article or market update
- Drop a “thought of you” message when something reminds you of them
- Congratulate them on a move, award, or deal
Timing: Once per quarter is enough to keep the door open without wearing out the welcome. You’re not nurturing these contacts at the A-level, but you’re not letting them go cold either.
C Contacts: Minimal Investment, Maximum Efficiency
These are the people you like but who have a low likelihood of driving business now or later.
Think:
- Distant acquaintances
- Social connections
- People with no overlap in industry or influence
Approach: Don’t ignore them, but don’t overinvest. Use scalable touchpoints:
- Include them in your newsletter or mailing list
- Send a holiday note
- Engage on LinkedIn in passive ways
Timing: 1–2x per year.
Non-obvious insight: Keep them on your radar, but don’t build your BD plan around them.
Why This Works
- You stop feeling guilty about not staying in touch with everyone.
- You focus your energy on the people most likely to drive growth.
- You design a BD rhythm that’s actually sustainable.
This isn’t about being transactional. It’s about being intentional.
From Chaos to Control: A Real-World Example
One of the very first exercises I do with every coaching client is this: We fill out the Pipeline Tracker – a simple tool to capture all active, warm, and wish-list contacts in one place.
When Meisha, a partner at a mid-size firm, went through this process, she came back with a list of 312 names.
No wonder she felt overwhelmed and behind.
She was trying to keep track of everyone with no system to guide her energy.
We applied the A-B-C filter together. Her refined list included:
- 28 A contacts
- 43 B contacts
- The rest moved to the C group with a light-touch status
Over the next few months, Meisha re-engaged two dormant clients, received three high-quality referrals, and, most importantly, began to feel in control of her business development again.
She didn’t need more hours or more contacts. She needed a better filter.
Final Thought: Don’t Just Build a Network; Manage It Like a System.
A big network without prioritization is just noise. But a filtered network?
That’s leverage.
