Business Development in Law Firms: How to Identify Rainmakers vs. Relationship Builders

Posted by

Kate Harry Shipham

Posted on

Mar 18, 2025

Finding the right business development (BD) professional for your law firm isn’t just about experience—it’s about fit. While both rainmakers and relationship builders bring value, they do so in very different ways. The challenge is knowing which type aligns best with your firm’s structure, culture, and long-term strategy.

What Kind of Growth Does Your Firm Prioritize?

Before deciding between a rainmaker or a relationship builder, take a step back and evaluate your firm’s growth priorities. Are you looking for rapid expansion, a steady increase in high-value clients, or deeper engagement with existing clients? If aggressive revenue generation is the goal, a rainmaker may be the best choice. If client retention and cross-selling are the focus, a relationship builder could be the better fit.

Firm Size, Structure Matter, and Practice Areas

The size and structure of your firm play a major role in determining the ideal BD approach. Large firms with established reputations often benefit more from relationship builders who can leverage existing connections and expand client engagement. Smaller or boutique firms, on the other hand, may need rainmakers to generate fresh leads and build market presence. The key is aligning BD talent with the firm’s operational needs.

Not all practice areas require the same BD approach. Transactional practices like M&A or real estate law often benefit from rainmakers who can land big deals and drive high-value engagements. Meanwhile, litigation or regulatory practices may require relationship builders who can nurture long-term client trust and referrals. Matching BD professionals to the nature of the practice ensures they can generate the right kind of business.

Compensation and Performance Metrics

How a firm measures success also impacts the BD hiring decision. Rainmakers thrive in environments with performance-based incentives tied to revenue generation. If your firm has clear, aggressive financial targets, a rainmaker’s deal-making ability may be worth the investment. Relationship builders, however, perform best in firms that track long-term client satisfaction, retention, and account expansion rather than just revenue numbers. Aligning incentives with BD style is critical to success.

Firm Culture and Client Expectations

Some firms value prestige and visibility, making rainmakers an obvious choice. Others focus on long-term relationships, where a relationship builder’s ability to foster trust aligns better with firm culture. Additionally, client expectations play a role—corporate clients with ongoing legal needs may prefer a firm that emphasizes relationship management, while high-net-worth individuals may respond better to a more aggressive rainmaker approach.

Blended Approaches: Can You Have Both?

The best BD strategy may not be a choice between rainmakers and relationship builders, but a blend of both. Some firms structure their BD teams with rainmakers generating leads and relationship builders ensuring long-term client loyalty. Others seek hybrid professionals who balance both skill sets. Identifying where your firm’s gaps lie and strategically hiring to fill them is often more effective than committing to one type over the other.

Our Final Thoughts

The best BD professionals don’t just have skills—they fit within a firm’s strategy. Understanding whether your firm needs new client acquisition, deeper client engagement, or a combination of both will determine whether a rainmaker or relationship builder is the right choice. Taking the time to evaluate growth priorities, practice area needs, and firm culture will ensure that your next BD hire is positioned for long-term success.