What Lawyers Can Learn From "The Activator Advantage"
I was driving recently (hello summer road trips) when I tuned into Episode 247 of The Rainmaking Podcast, featuring Matt Dixon, co-author of the newly released The Activator Advantage. While I haven’t read the new book (yet!), the conversation left me with a ton of actionable takeaways, particularly for lawyers and law firm business developers.
The episode draws on research from DCM Insights, highlighting what makes top business developers (aka "Activators") stand out. Spoiler alert: it’s not personality or charisma, it’s behavior.
Here are a few highlights that stuck with me:
1. Pay It Forward
Top rainmakers don’t wait for clients to raise a hand with a need. They proactively bring ideas, insights, and solutions, often before the client even realizes they have a problem.
One lawyer interviewed said it best:
“My billable hours pay my bonus this year; it’s the free advice and pay-it-forward that pays my bonus next year and the year after.”
In other words, relationships aren’t built after the client hires you. Activators build relationships and deliver value upfront. Paid work naturally follows.
2. It’s Not About Who You Are, It’s About What You Do
One of the most compelling stories in the episode featured an introverted rainmaker with a $30 million book of business. She didn’t succeed by being the loudest in the room. She started small, committing to habits that were only slightly outside her comfort zone, and built her practice over time.
Introverts often excel at thoughtful prep. Use scheduled “quiet time” to review client news and trends, jot down tailored ideas for outreach and draft personalized messages.
3. Protect Time for Business Development
When business development doesn’t have a spot on your calendar, it gets crowded out by billable work. Activators develop a rhythm.
Start small: block time for BD planning on Sunday night or Monday morning, and time for BD action on Thursday. If you wait until Thursday to think about what to do, you’ll default back to billable work. Even 15 minutes of intentional time makes a difference.
4. Treat LinkedIn Like the World’s Business Conference
You don’t need to post every day to use LinkedIn well. Look at the clients you've worked with over the past six months (and prospects for the next) and send a personalized connection request. Lawyers often say, “My client doesn’t want that kind of relationship with me.” But DCM’s research shows the opposite. Clients not only want that connection, they expect it.
Once you connect, follow their companies and executives. You’ll start seeing what they post, comment on, and care about. Suddenly, you’re in the flow of relevant information. By doing so, you train LinkedIn’s algorithm to feed you more relevant content, giving you an edge in spotting opportunities to serve.
5. You’re Not Bothering Clients When You Reach Out
Lawyers often hesitate to send an article or offer an insight. They think, “If my client needs something, they’ll ask me.” But according to DCM’s research, one of clients’ biggest complaints is that they don’t hear from their lawyers enough.
You don’t need a new matter to reach out. Ask yourself: What’s one thing I know that this client should know? Then share it. You’re not bothering them, you’re building trust and value.
Final Thoughts
There’s a lot more in the episode (I highly recommend it!), but if there’s one theme that runs through it all, it’s this: You don’t have to be someone else to be successful in business development. You just have to show up, add value, and do it consistently.