Rainmaking Recommendation #290 What Type of Law Do You Practice?

Who are your ideal clients?

Now here’s the real question:

Do your colleagues even know that?

In mid-market and large firms, I can’t tell you how many times I’ve heard an attorney sigh and say, “My client just hired another firm for something we do here.” That’s not because the client didn’t need you. It’s because they didn’t know you. And often, your own colleagues didn’t think to connect the dots.

That’s not a failure of marketing. That’s a failure of internal rainmaking.

Here’s the truth: your next great client may already be a client of your firm. You just haven’t met them yet.

Start by building your in-house rainmaking network. Gather colleagues from other practice areas who serve similar clients—corporate with tax, employment with litigation, IP with tech transactions. You don’t compete; you complement. Meet once a month. Share what you’re seeing in the market. Talk about client issues. Look for overlap. Then, when an opportunity pops up, you’ll know exactly who to call.

But let’s take it one step further: learn how to rainmake inside your own firm.

That means:

• Taking the time to understand what your colleagues do and who they serve.
• Reaching out, not just when you need something, but to share insights, wins, or introductions.
• Being the lawyer people actually want to collaborate with because you make their lives—and their client relationships—stronger.

Think of it as internal business development. You’re not “selling” your colleagues; you’re building trust, credibility, and visibility where it matters most. When you do that consistently, you become top of mind for both your partners and their clients.

The bonus? You’ll gain insider intelligence about the firm’s client base, emerging industries, and untapped opportunities. You’ll start to see patterns—places where your practice naturally fits into the client’s bigger picture. And when you can connect those dots, you become invaluable.

Internal rainmaking isn’t just about passing work around. It’s about changing the culture—from silos to synergy.

Because when everyone in your firm knows what everyone else does, clients stop saying,

“I didn’t know your firm did that.”

And instead start saying,

“Wow, I didn’t realize how much your firm could help us.”

That’s the kind of rain that grows everything.