Rainmaking is not magic — it’s a discipline. While some individuals seem naturally gifted at bringing in business, the truth is that rainmakers cultivate specific habits, behaviors, and mindsets that consistently produce results. They push themselves to build strong networks, deepen client trust, and stay relentlessly focused on growth. They know that success is not a one‑time event but a continuous cycle of effort, learning, and refinement.
Below are the ten traits that set top rainmakers apart — and that anyone can develop with intention and practice.
1. They stay connected to a high number of contacts.
Rainmakers understand that business development is a numbers game built on genuine relationships. They are constant “rolodex builders,” always expanding their networks and nurturing connections with peers, alumni, competitors, referral sources, and community leaders. They know that opportunities often come from unexpected places and that staying visible and engaged dramatically increases the likelihood of being top‑of‑mind when legal needs arise.
They don’t wait for people to reach out — they initiate. They check in, congratulate others on successes, share useful information, and maintain a steady presence. And they know it’s never too late to start building a network.
2. They are highly motivated.
A study by the Legal Sales and Service Organization found that top rainmakers rebound quickly from setbacks. Losing a pitch doesn’t derail them; it motivates them. They stay in touch with prospects who selected another firm, demonstrating professionalism and resilience — and often earning a second chance later.
Rainmakers also integrate business development into their daily routines. They treat it like exercise: consistency matters more than intensity. They enjoy the challenge, the recognition, and the long‑term rewards of building a thriving practice.
3. They are well groomed.
Clients buy people, not just legal expertise. Rainmakers understand that they are the product. Professional appearance — clean nails, polished shoes, well‑fitted clothing, good posture, and confident body language — reinforces credibility and trust.
This isn’t about vanity; their lawyer represents their success. Rainmakers project confidence and competence in every interaction, knowing that presentation influences perception.
4. They are confident.
Confidence is the backbone of rainmaking. Top business developers believe deeply in their firm, their colleagues, and themselves. They ask for the business directly and without hesitation. They look clients in the eye, articulate their value, and stand behind their recommendations.
Importantly, confidence is not arrogance. The most successful rainmakers don’t hoard clients or credit. They trust their teams, share opportunities, and know they can rebuild and grow their books of business year after year.
5. They are team‑oriented.
Rainmakers elevate others. They share credit, introduce colleagues to clients, and help teammates close business. They understand that collaboration strengthens client relationships and expands the firm’s overall capacity.
A hallmark of a true rainmaker is their willingness to delegate work so they can focus on what they do best: bringing in new clients. Their generosity builds loyalty, strengthens culture, and ultimately increases their own success.
Rainmakers team up with their sales and business development professionals and view them as “partners” for sales success.
6. They use technology effectively.
Modern rainmakers embrace technology as a force multiplier. They use CRM systems to track relationships, follow‑ups, and opportunities. They leverage LinkedIn to stay visible, share insights, and identify new connections. They use data analytics to understand client trends and anticipate needs.
They also adopt tools that streamline communication — from automated reminders to digital note‑taking to AI‑powered research. Technology doesn’t replace relationship‑building, but it enhances consistency, efficiency, and reach.
Rainmakers don’t wait for the firm to train them on tools; they proactively learn what will make them better.
7. They are genuinely interested in others.
Curiosity is a rainmaker’s secret weapon. They ask thoughtful questions, listen actively, and remember details about people’s careers, families, and business goals. They make others feel seen and valued.
This interest is not transactional — it’s authentic. Rainmakers understand that trust grows when clients feel understood. They invest time in learning about industries, business challenges, and personal motivations. They know that relationships deepen when conversations go beyond legal issues.
8. They are client‑focused.
Rainmakers think like clients. They anticipate needs, offer proactive solutions, and communicate in ways that make clients’ lives easier. They understand the pressures clients face — budget constraints, internal politics, deadlines, and risk management — and tailor their approach accordingly.
They also follow up consistently, deliver on promises, and check in even when no active matter is pending. They know that loyalty is built through reliability, responsiveness, and genuine care.
Rainmakers don’t sell services; they anticipate and solve business problems.
9. They develop clear goals.
Successful rainmakers don’t leave business development to chance. They set specific, measurable goals — number of meetings, outreach targets, industry involvement, revenue objectives, and strategic relationships to cultivate.
Their goals are realistic but ambitious. They revisit them regularly, track progress, and adjust as needed. They understand that clarity drives action and that goals create accountability.
Without goals, business development becomes reactive. With goals, it becomes intentional.
10. They follow a plan.
A plan turns goals into results. Rainmakers create structured business development and pipeline plans that outline:
- Key target clients and industries
- Relationship‑building activities
- Speaking, writing, and visibility opportunities
- Cross‑selling strategies
- Follow‑up schedules
- Quarterly milestones
They treat the plan and pipeline (aka sales forecast) as living documents — not a one‑time exercise. They review and update these monthly, refine them, and stay disciplined. Rainmakers know that consistency compounds and that well‑executed plans are the difference between hoping for business and generating it.
Final Thought
Rainmaking is not reserved for a select few. These traits are learnable, repeatable, and accessible to anyone willing to commit to the process. With focus, discipline, and a genuine interest in others, every lawyer can build stronger relationships, deepen client trust, and contribute meaningfully to the firm’s growth.
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