The Importance of Relationship-Based Business Development in a Hybrid Work World

Posted by

Cheyenne Cupp

Posted on

Oct 17, 2024

As someone who has worked closely with legal marketers and business developers, I’ve seen firsthand how the ongoing shift to hybrid work has reshaped how we approach business development. What used to be clear-cut opportunities for in-person meetings, conferences, and networking events has evolved into a delicate balance between virtual engagement and meaningful face-to-face interactions.

At KHS People, we’ve always emphasized the value of building strong, long-term relationships over time, and this remains truer than ever in today’s hybrid environment. But the way we go about it has shifted. Now, it’s about mastering the art of blending digital tools with personal connections to maintain and grow those relationships.

Leveraging Digital Tools for Client Engagement

The hybrid work model has introduced flexibility, but it has also increased reliance on digital tools. Platforms like Zoom, Teams, and LinkedIn have become essential for keeping communication lines open, but they are not a replacement for the trust and rapport built through personal interactions. These tools, when used strategically, can complement the in-person relationship-building efforts, keeping clients engaged between meetings.

For example, I’ve seen firms use video conferencing not just for formal discussions but for casual check-ins or sharing industry updates. It’s a way to stay top of mind without being intrusive. Personalized emails, thoughtful LinkedIn posts, and virtual roundtables can create touchpoints that reinforce a relationship, even when you aren’t physically present.

Making In-Person Connections Count

While digital interactions are convenient, the hybrid model also opens up opportunities to make in-person meetings more impactful. If you have limited chances for face-to-face contact, it’s crucial to make them count. This means being strategic about when and how you meet clients in person, whether that’s at a networking event, a client retreat, or even over a simple coffee.

When planning these in-person interactions, focus on delivering value. What insights or solutions can you provide that align with your clients' current challenges or goals? Offering expertise and showing a genuine interest in their business needs will leave a lasting impression that a Zoom meeting might not fully capture.

Personalization is Key

One of the major advantages of hybrid work is that it allows for more personalized, client-specific engagement. By using the digital tools available, you can gather more data and insights into your clients’ preferences, challenges, and industry trends. This data can inform how you approach in-person meetings and what value you bring to the table.

At KHS People, we’ve always stressed the importance of understanding the unique needs of each client. In a hybrid world, this understanding helps you tailor your interactions, whether virtual or in-person, to address their immediate concerns and long-term goals. Relationship-based business development has always been about being client-centric, and hybrid work allows you to do this in a more flexible and customized way.

Balancing the Two

The hybrid work world offers immense potential, but it requires careful balance. The key to success is knowing when to engage virtually and when to make an in-person connection. Too much reliance on digital tools can make relationships feel distant, while insisting on in-person meetings for everything may become impractical.

I encourage legal marketers and business developers to find a rhythm that works for both them and their clients. By combining the convenience of digital tools with the deeper connection that comes from in-person meetings, you can maintain and grow relationships in this new hybrid work landscape.

In the end, relationships are still at the heart of business development—how we nurture them may have changed, but their importance has not.