Edition #20 | Personal brands that cut through, client touchpoints that build trust, and a smarter way to handle directory submissions
Welcome to Edition 20 of Trifecta!
This is the last edition before our summer break.
As ever, if you have any questions, or something or someone you specifically want to hear from let us know, we’re all ears.
Summer wrap-up: BD lessons from 2025 so far
The first half of 2025 has been packed with insight – and at Gemma Francis Consulting, we’ve been listening closely to what’s resonating most with lawyers at every stage of the BD journey.
Here’s what’s stuck:
1. Personal branding is power.
Sarah Irwin reminded us that your brand should feel like you. When it’s authentic, energising, and generous, it becomes a magnet for the right opportunities.
“Turn it into an outlet that nobody but you can own.”
2. Client relationships are built in the quiet moments.
It’s not the pitch that builds trust - it’s the check-in after, the useful link you shared, the unexpected value you added without being asked.
3. The step-up to partnership needs real support.
Our May report, Supporting the Step Up to Partnership, revealed what new partners really need: visibility, mentoring, and help turning BD into a daily habit - not an afterthought.
“You realise you shouldn’t be billing that much – you should be giving work to juniors and spending time on profile raising.”
Across all these lessons, one thing is clear: consistency beats complexity.
As we take a short break over the summer, this is the perfect time to revisit your goals, reset your strategy, and reflect on how you want to show up for the rest of the year. Catch up on the key takeaways here.
Tech-driven BD: how lawyers can leverage digital tools to win more work
The future of business development is already here, and it’s digital. In our latest piece, we explore how high-performing lawyers are using technology not just to streamline admin, but to amplify visibility, personalise outreach, and build stronger, smarter client pipelines.
Here’s how tech is reshaping legal BD:
- Smarter targeting, better timing – CRMs and pipeline tools help lawyers know exactly who to follow up with - and when.
- Insights at your fingertips – Digital tools surface client news, deal activity, and relationship data to make every conversation more relevant.
- Content that works while you sleep – Strategic content platforms ensure that your expertise is seen even when you’re off the clock.
- More doing, less tracking – When admin is automated, lawyers have more time for what matters: meaningful conversations.
Digital doesn’t replace the relationship – it enhances it.
Read the full article here
Tip of the month: Stay warm over summer
Relationships don’t go on holiday – even if your calendar does. Use the quieter weeks to send a light-touch message to 3 key contacts:
- A check-in: 'Hope you’re managing to get some downtime – let’s catch up when things pick up?'
- A share: 'Saw this and thought of you – might be useful for [their sector/team].'
- A thank you: 'Appreciated your support this year – hope you’re having a great summer.'
You don’t need a meeting or a pitch. You just need to stay on the radar.
Summer read we like: The Short List by David Ackert
A practical, no-fluff read on business development. The Short List suggests focusing your efforts on three simple groups: clients, prospects, and connectors. It's full of straightforward advice and useful prompts – ideal for a quiet summer afternoon and a fresh look at your network.
Bonus content: Directories audit service
Law firms put serious time into directory submissions. But all too often, that time doesn’t translate into rankings, recognition – or the right kind of work.
If you’re preparing for the next Chambers or Legal 500 cycle, now’s the time to ask:
What’s working?
What’s falling flat?
And how can you improve it without a full rewrite?
Our Directories Audit Service is designed to answer exactly that.
You’ll get:
✔️ A detailed review of 1 recent submission
✔️ A written report with 10+ tailored recommendations
✔️ A 25-minute feedback call to talk through key insights
✔️ Practical ways to tighten your process before the next deadline
It’s the perfect place to start if you're not ready to commit to full drafting support – but want a sharper, more strategic approach this year.
Bonus: if you upgrade later to our other services, we’ll apply a rebate from your audit fee.
Ready to make your next submission count? Book a call or contact us here.
The Trifecta newsletter will pause over the summer, but we’ll be back in September with fresh insights, practical strategies, and more stories from the lawyers shaping what great BD looks like.
Until then, enjoy the slower pace, reflect on what’s working, and we’ll see you after the summer break, recharged and ready to do better BD.
Not sure what to do next?
You have a few options:
View previous editions of Trifecta by clicking here.
Want even more content? Check out the insights page on our new website here.
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