Building a client pipeline? Yes, you have to kiss some frogs

I’ve seen too many great lawyers struggle because their entire strategy relied on internal referrals or reaching out to an old client 12 months after a matter closed, hoping to upsell them. The problem? By then, the client has moved on, and the call feels inauthentic and salesy. This “hope and hustle” model—waiting for work to come in, scrambling when things slow down, and relying on past relationships without nurturing them—creates unpredictable revenue and unnecessary stress. A strong pipeline isn’t about last-minute outreach; it’s about consistent, strategic relationship-building long before you need the work.

The reality? A steady, high-quality pipeline doesn’t just happen—you have to build it. And yes, that means kissing a lot of frogs, because sometimes it’s just not their time to become princes (or clients).

Here’s how to start building a pipeline that consistently delivers:

1. Put yourself out there. How are you using your voice? Not every prospect will be ready, but if only 5% of your market is actively looking at any given time, visibility is key. Share insights, case studies, and industry updates consistently to stay top of mind for when the time is right.

2. Nurture relationships early. Connect, attend events, offer value before they even need your services. If you are engaging in the things that your ideal clients are doing, your network will grow organically and positively.

3. Have a process to qualify and onboard the right clients. Don’t be the “never saw a job I didn’t like” lawyer—be selective. Not every inquiry is a fit, and knowing when to say no is just as important as saying yes.

4. Once you find great clients, keep them close. Deliver a great client experience, check in post-matter and make it easy for them to refer others.

Not every prospect will turn into a dream client, but with a solid strategy, you will find (and keep) the ones that truly fit.