From Hesitation to Habit: How to Make Business Development a Natural Part of Your Week

Business development doesn’t have to feel forced. In fact, when done with the right mindset and rhythm, it can become one of the most energizing parts of your legal practice.

At Southren Group, we often work with lawyers who know they need to focus more on business development (BD), but struggle to start — or sustain — the habits that make it stick.

They hesitate. 

They wait for inspiration. 

They plan to “do it next week.” 

They feel behind before they’ve begun.

But the truth is: the most successful lawyers aren’t the ones doing the most BD — they’re the ones doing it most consistently.

Here’s how to move from hesitation to habit — and make business development feel like a natural, empowering part of your week.

Step 1: Start with Who You Are

Before you try to squeeze BD into your calendar, take a step back.

What kind of lawyer do you want to be known as? 

Who do you want to work with — and why? 

What do you bring to the table that others don’t?

Your BD practice should reflect your unique strengths, values, and vision. When you align your activities with your authentic self, business development becomes far less draining — and far more effective.

This is the “Know” in our Know :: Be :: Do :: methodology. Because clarity leads to confidence. And confidence leads to action.

Step 2: Make It Measurable — and Manageable

One of the biggest barriers to consistent BD? Thinking too big.

Instead of vague intentions like “I’ll do more networking,” we suggest breaking it down:

For example:

• One coffee meeting each week.

• One article or LinkedIn comment every two weeks.

• One touchpoint with a past client per month.

  
  

Simple. Specific. Sustainable.

Step 3: Schedule BD Like You Bill It

If you only get to BD when there’s time left in the week... you’ll never get to it.

We encourage our clients to protect time for BD just like they would a client call or court date. Even one hour a week, blocked and honoured, can move the needle.

Try creating a weekly BD “power hour”:

• Reach out to 2 contacts

• Share one relevant article with commentary

• Reflect on what’s working or feeling stuck
  

Consistency — not intensity — is what builds BD success.

Step 4: Let Neuroscience Work for You

Many of the lawyers we coach are high-performing perfectionists. They want to do it “right,” which often leads to delay.

But neuroscience tells us that habits form not from perfection — but from repetition. Every time you take a small BD action, you reinforce the behaviour. Your brain starts to associate that action with positive outcomes.

That’s why our habit-building approach integrates:

• Positive reinforcement

• Micro-wins

• Reflections on what felt good, not just what got done

  
  

Step 5: Build in Reflection and Reset Moments

Set aside time monthly or quarterly to ask:

• What BD actions have felt most aligned and energizing?

• What’s working — and what’s getting in the way?

• Who have I connected with that I want to deepen relationships with?

This reflection keeps your BD practice intentional — and keeps it from becoming just another box to check.

Ready to Create a Practice You Love — and Grow It Sustainably?

Business development doesn’t have to be a grind. When it’s grounded in your goals, aligned with your values, and built into your week with care, it becomes something more than a task:

It becomes a habit.

A mindset.

A way of leading your practice forward with clarity and intention.

And while these steps can help you build momentum, the truth is — it’s easier, faster, and more impactful with the right support.

Our Business Development Coaching Program is built for lawyers who are ready to take control of their practice, with expert guidance, personalized tools, and the accountability that turns good intentions into lasting habits.

If you're ready to shift from hesitation to habit — and build a book of business you’re proud of — we’re ready to walk with you every step of the way.

Take our Southren Success Blueprint Assessment for Lawyers today!