Business development call scripts for law firms
Clients choose lawyers through trust and timing: a referral from someone they respect, an attorney they met before they needed one, or someone who explained a new rule clearly before it reached their business. That's why most law firm business development calls work best as follow-ups and introductions, not cold pitches. Lawyer advertising and solicitation rules also limit what you can say and to whom, so the goal is a useful conversation that leaves the decision entirely with the client.
Who you're calling
General counsel and in-house lawyers at mid-size companies, plus owners and executives of businesses without in-house counsel, reached through referrals, past matters, or events where you've met. They care about getting sound advice quickly, predictable fees, and lawyers who understand their business. They're tired of generic firm brochures, lawyers who can't say what something will cost, and outreach that ignores the outside counsel they already trust.
Work it out from your own connect and meeting rates with the free cold call calculator.
Script 1
In-house counsel follow-up
Use when: You're calling general counsel or a legal department lead you've met or been introduced to, about a legal development that affects their industry.
- You
Hi [Name], it's [Your Name] from [Firm]. We met at [Event] last [Month]. I'm calling because [Development, e.g. a new state privacy law that takes effect in Month] affects a lot of companies in [Industry], and I wanted to hear how your team is approaching it. Is now a bad time?
- Prospect
We have panel firms for most things. I'm not looking to add anyone.
- You
That's understandable, and I'm not asking you to. Has [Development] landed on your desk yet, or is it still on the horizon?
- Prospect
It's on my list. Our panel firm sent an alert, but I haven't had time to dig in.
- You
That's a common spot to be in. Which part are you least sure about: the deadline, what it means for your contracts, or who needs to act internally?
- Prospect
Probably the contracts. We have a lot of vendor agreements.
- You
That's often the pressure point. I put together a short checklist for reviewing vendor agreements against [Development]. It's general information, not advice on your specific contracts. Would it be useful if I sent it?
- Prospect
Sure, send it.
- You
I'll email it today. If it raises questions, I'm glad to talk them through, and if your panel firm has it covered, that's fine too. Would it be okay to check in after [Date] to see how it's going?
- Prospect
That's fine.
- You
Thanks, [Name]. I'll send it this afternoon.
Script 2
Professional referral
Use when: An accountant, banker, or another lawyer has referred a business owner to you, and the owner has agreed to a call.
- You
Hi [Name], this is [Your Name], an attorney at [Firm]. [Referrer Name] at [Referrer Firm] mentioned you were expecting my call about [Matter Type, e.g. updating your partnership agreement]. Is now still a good time?
- Prospect
Yes, thanks for calling. I'm not sure we even need a lawyer for this, honestly.
- You
That's a fair question, and the answer might be no. Can you tell me a bit about what's prompting it?
- Prospect
My business partner wants to bring in a third owner, and our agreement is from when we started [Years] years ago.
- You
Okay. Without getting into specifics on this call, situations like that often raise questions about ownership percentages, decision-making, and what happens if someone leaves. Has anything like that come up between the two of you?
- Prospect
Not yet. But we haven't really talked about what happens if someone leaves.
- You
That's worth thinking about before the new owner joins. The next step would be a consultation, where I'd learn the details and tell you honestly whether you need legal help or whether it's simpler than it seems. Before that, I need to run a quick conflict check, so can I confirm the name of the business and the other owners?
- Prospect
Sure. It's [Business Name], and my partner is [Partner Name].
- You
Thanks. Once the conflict check clears, I'll send you a time for the consultation and explain our fees in writing, so there are no surprises. Is email best?
- Prospect
Email's best.
- You
Great. You'll hear from me by [Day]. And I'll let [Referrer Name] know we connected, if that's all right with you.
Script 3
Past client check-in
Use when: A business client you helped on a past matter hasn't been in touch for a while, and there's a genuine reason to reconnect, such as a change in the law that affects them or news about their business.
- You
Hi [Name], it's [Your Name] at [Firm]. We worked together on [Past Matter, e.g. your commercial lease] back in [Year]. I'm not calling to bill you for anything. I saw [News, e.g. that you've opened a second location], and I wanted to check in.
- Prospect
Thanks. Yes, we opened the second location last month. It's been hectic, so I can't talk long.
- You
Congratulations. I'll be quick. Did the new location mean new contracts, like a lease or new hires in a different state?
- Prospect
A new lease, and we hired [Number] people there. Our operations manager handled most of it.
- You
That's a big step. Since it's in a different [Jurisdiction, e.g. state], some rules, like [Topic, e.g. employment policies], may differ from what you're used to. I'm not saying anything's wrong. Would a short call to go over what's changed be useful, so you know whether anything needs updating?
- Prospect
Is that going to cost me?
- You
Fair question. A short check-in to see whether there's anything worth looking at is [Fee Terms, e.g. something we don't bill for]. If there's work to do, I'll give you the scope and the fee in writing before we start, and you can decide.
- Prospect
Okay. Next week sometime?
- You
How about [Day] at [Time]? I'll send an invite, and if your operations manager handled the details, feel free to bring them along.
- Prospect
Good idea. I'll ask them.
Voicemail script
Hi [Name], this is [Your Name] at [Firm]. [Reason, e.g. Referrer Name suggested I call], and I'm calling about [Topic]. Nothing urgent. I'd just like to see whether a short conversation would be useful. You can reach me at [Phone], or I'll follow up by email. Again, [Your Name], [Firm], [Phone].
When someone else answers
Executive assistants and legal operations staff often manage counsel's calendar. Be clear and brief about who you are and why you're calling, without sharing details of any legal matter: 'Hi, this is [Your Name] from [Firm]. [Name] and I met at [Event], and I'm following up about [General Topic]. Is there a good time to reach them, or would you prefer I send an email?' For a business owner, if someone else answers, don't mention the reason for the referral or any legal issue. Just ask when the owner is available.
Legal Services objections and responses
- "We already have outside counsel."
- That's good, and I'm not asking you to change. Many companies use different firms for different needs. If a matter ever comes up outside their focus, or you'd like a second opinion, I'd be glad to be someone you can call.
- "Your rates are too high."
- I understand. Before we talk rates, it's worth being clear on scope: what's included, who works on it, and whether a flat fee makes more sense than hourly billing. I'll put the options in writing, and if we're not a fit for the budget, I'll say so.
- "We handle that in-house."
- That makes sense for a lot of work. Is there a part of it, like [Area, e.g. multi-state employment questions], where your team would like backup during busy periods? If not, I'll leave it there.
- "Just send me something."
- Happy to. Would a short summary of [Development] be most useful, or a checklist your team can work through? I'll keep it general and send it today.
- "How did you get my number?"
- Fair question. [Honest Source, e.g. Referrer Name passed it on with your permission]. If you'd prefer I not call, I'll make a note and won't call again.
More responses in the objection library.
Tips for this industry
- Lead with a reason tied to them: a referral, a past matter, or a legal change that affects their industry. A general 'We'd love to work with you' gives them nothing to respond to.
- Offer general information, like a checklist or a summary of a new rule, and label it as general. It shows your thinking without crossing into advice.
- Ask how they choose firms. Legal departments often have panels, approval processes, or budget cycles, and knowing them tells you when to call back.
- Be ready to talk about fees plainly. Business clients often ask early, and a clear answer about how you bill builds more trust than a vague one.
- Close the loop with referrers, sharing only what the client has agreed to. Referral sources keep sending clients to lawyers who make them look good.
- Practice the 'We already have outside counsel' conversation with AI roleplay, so you can respond with curiosity rather than a list of credentials.
Questions
Can lawyers cold call potential clients?
It depends on where you practice. Many US states follow a version of the ABA's model rule restricting live, real-time solicitation of people you have no prior relationship with, and the exceptions vary by state. Check your state bar's rules before making calls, and when in doubt, focus on referrals, past clients, and people you've met.
Who should a law firm call at a company?
General counsel or a legal department lead at companies with in-house teams, and the owner or CEO at smaller businesses without one. Operations and HR leaders can be good contacts for specific practice areas like employment, but the decision to hire outside counsel usually sits with counsel or the owner.
What's a good goal for a law firm business development call?
A small next step: permission to send a useful resource, a short meeting, or a date to check back. Legal work usually comes when a need arises, so the goal is to be the name they remember when it does.
Should business development staff or lawyers make the calls?
Either can, depending on your firm's model, but the same rules apply to both, and lawyers are generally responsible for the conduct of staff working on their behalf. Make sure anyone making calls knows the advertising rules and never gives legal advice.
Make the script sound like you
Practice it against AI prospects until it flows. 250 free credits, about 25 minutes of practice, no card.