As the coronavirus pandemic continues to impact the global community, lawyers are asking me whether engaging in business development activities is permissible right now. It's a reasonable question—for many of us, the idea of "selling" or asking people for business feels unseemly and opportunistic when so many are suffering human and economic loss.

Is it Okay To Develop Business During a Time of Crisis?

While it is absolutely true that lawyers must be sensitive to the current situation, the simple answer to that question is YES. It's completely appropriate to pursue business development even now. Why? Because existing and prospective clients still need support and guidance, perhaps now more than ever. They need legal counsel they can trust.

What's critical at the moment is not so much a question of whether to engage in business development, but a question of how.

Dos and Don'ts

Even in times of relative abundance and safety, pushy selling and self-interested promotion are distasteful, unprofessional, and ineffective. No one wants to be sold to. They don't care whether you need or want the business. They aren't interested in solving your problems or lining your pockets. They understandably want to know that what you are offering has meaning and value for them.

What clients and prospects DO want is to develop friendly professional relationships and learn new things that may be helpful to them or someone they care about, particularly during a time of heightened uncertainty. They want someone to listen to and care about them. Someone who can help solve their problems, assuage their fears, share the burden, and prepare for the future.