Many lawyers approach business development with good intentions, but without a clear system. They try what others are doing, bounce between tactics, and get frustrated when the results don’t follow.
That’s exactly why, 15 years ago, I began developing what would become the RainMasters Framework. I created it because I lived the struggle firsthand. After graduating from USC Law, I spent nearly a decade practicing international law at a major firm in Los Angeles, advising Fortune 500 companies like Cisco, UnitedHealth, and Halliburton. But like so many lawyers, I hit a wall when it came to business development.
I didn’t have a background in sales or marketing, and I honestly didn’t think I had the right personality for it. I wasn’t a natural schmoozer. I was focused on doing great work and keeping up with my caseload. BD felt overwhelming.
So I started digging into what actually works. I studied, experimented, refined, and eventually built the framework I wish I’d had back then: clear, practical, and rooted in who you are. Because becoming a successful rainmaker isn’t about copying someone else’s playbook. It’s about aligning your business development efforts with your strengths, your values, and your long-term goals.
Here’s how it works:
1. STYLE → Discover Your Natural Rainmaking Style
You don’t need to be a “natural salesperson” to develop business. You just need to understand your own style and use it effectively. The most successful rainmakers are those who show up as their authentic selves.
2. MINDSET → Upgrade How You Think About BD
Many lawyers have limiting beliefs about business development: “It’s pushy,” “I’m not good at it,” or “It’s not for people like me.” Those assumptions can hold you back more than anything else. The mindset shift? BD is about helping, not selling.
3. STRATEGY → Develop a Winning Plan
BD efforts without a strategy often lead to activity without traction. A winning strategy helps you define the playing field, identify the opportunities worth pursuing, and choose the actions that will create results, not just keep you busy.
4. SYSTEMS → Build a Sustainable Engine
This is where the magic happens. Most lawyers don’t need more ideas. They need systems that make action consistent and repeatable. The RainMasters Framework includes four core systems:
- Pipeline System: This system is about how to identify and qualify the right relationships: clients, connectors, referral sources, collaborators, and more.
- Nurture System: This system will help you build and maintain strong, trust-based relationships over time.
- Visibility System: This system enables you to ensure that your network and market know what you do and why it matters.
- Rainmaking Conversations System: This system allows you to engage in meaningful conversations that uncover client needs, co-create solutions, and lead to real opportunities, without feeling like a sales pitch.
Bottom line:
You don’t need to do everything. You just need to do the right things, consistently, and in a way that fits you. The RainMasters Framework gives you a roadmap to make that happen.
