Winning New Clients: The Essential Combination of Relationships and Technology

Joseph Bichanich, Senior Director 

 

We all know that client loyalty becomes harder to earn and easier to lose. Firms that are thriving today master connections, pairing them with strong strategic execution while meeting both industry-wide and client-specific needs. 

I had a great conversation on a webinar with Halim Shehadeh, Chief Executive Officer at CWB, and Gene Quinn, President & CEO at IPWatchdog, about how law firms can attract and win new clients. We also discussed why the right technology is essential for scaling and managing increasing workloads. During our chat, one theme emerged repeatedly: while the legal industry continues to evolve, business development remains rooted in relationships. 

 

Even in the Age of AI, Relationships Still Matters 

In a business world driven by metrics, efficiency and digital workflows, it is easy to forget a core truth of business development: people work with people. No matter how sophisticated a firm's technology stack becomes, or how capable its AI-powered tools grow, clients ultimately gravitate toward professionals they trust, enjoy speaking with, and feel understood by. 

Our conversation made it clear that being personable, relatable and curious isn’t just a soft skill; it has become a true asset for business development. In the field of client retention, success today is rooted in showing up consistently across a multitude of touchpoints, both in physical and digital environments. Conferences, networking events, virtual interactions, and informal conversations all play a role in establishing familiarity and rapport with prospects. 

One of the most powerful shifts law firms continue to observe is the importance of treating business development as a long‑term habit, rather than an isolated moment of brilliance. Being visible at industry events throughout the year and engaging in key conversations contributes to building subconscious familiarity, and the professionals who remain present are the ones who naturally remain top of mind when opportunities arise. 

On the importance of putting yourself out there to build long‑term relationships, even with large clients – Halim Shehadeh reflected on CWB’s early days as a small firm working to establish its name. He recalled: 

 

“The first client that we signed was Coca-Cola. We were a tiny firm at the time, but we went out there pitching to the major leagues. We pitched and we were able to bring in Coca-Cola. But that happened after 18 months, not from day one. It came from going from one meeting to the next and establishing our credibility.”

Sustained visibility – not a single pitch – is what secured a prominent client.

 

 

Building Client Trust Through Technology, People and Process 

While human interaction is at the core of business development, technology should be designed to support and amplify these relationships. Once initial connections are formed, law firms must demonstrate the capability, scale, and operational maturity required to support client needs. This becomes especially important when working with major corporations or IP‑intensive organizations that rely on seamless workflows and transparent reporting.  

When discussing how firms can win and retain clients, I emphasized that success demands a culture of continuous adaptability, where everything evolves together around client expectations:

 

  

Clients expect law firms to align with their tools, processes, and expectations. Strong infrastructure – including advanced Intellectual Property (IP) management systems, analytics, AI-driven automation and collaborative platforms – signals a business' readiness to take on more work.

As we touched upon, a company cannot pursue ‘major league’ clients with ‘minor league’ operations. Modern clients want reassurance that their legal partner can manage increased workloads, maintain communication standards, and deliver consistent quality as the relationship grows. 

 

 

Winning new clients and leveraging technology to scale workloads 

Meaningful business development begins with choosing the right target audience and identifying which clients align with your expertise to deliver solutions to their specific challenges. In the IP industry, each group – corporate in‑house legal departments, large law firms and IP aggregators – has distinct business priorities, and a one‑size‑fits‑all pitch will rarely succeed. 

IP aggregators may value operational efficiency and cost structure, while corporate teams may emphasize transparency and predictable workflows. Understanding these nuances allows firms to tailor approaches more effectively and handle specific client pain points. 

Technology is paramount in this equation. Whether client issues are related to onboarding, billing, communication, or support processes, the right tech stack – increasingly enhanced by AI capabilities – enables firms to scale efficiently, absorb more work without sacrificing quality, and give clients the visibility and collaboration they need. 

What stood out during our discussion is how much clients value firms that are technologically confident. Investing in advanced IP management platforms that streamline workflows, provide more robust reporting and support more complex portfolios allows firms to position themselves as long-term partners to major league clients. This is exactly where platforms like Anaqua strengthen law firms – helping them deliver scalable, client‑aligned service experiences that leverage the latest in AI and automation. 

 

 

The Firms That Win Play the Long Game 

Business development can be likened to farming – the harvest comes long after the seeds are planted and at its core; it is not transactional, but deeply relational. Sustainable growth is driven by consistent presence, genuine curiosity, and a willingness to invest in relationships over time. As Halim Shehadeh put it: 

 

 

Law firms that lead through connection – supported by the right processes and technology – are best positioned to earn trust, deepen client and prospect loyalty and build resilient relationships in an increasingly competitive market. Mastering the balance between human connection and technological strength, including the thoughtful adoption of AI, is what positions firms to win new clients today and well into the future. 

 

 

Watch the webinar here or contact us to learn more.