Playing the Long Game: How Small Actions Build Big Opportunities

My friends at PipelinePlus recently hosted Legal Lift, an event that brought together in-house legal departments and law firm attorneys to explore innovative ways to collaborate, exchange ideas, and drive progress.

One of the key takeaways highlighted by James Barclay, CEO of Passle, was the importance of playing the long game:

“It typically takes 10+ touchpoints with a contact before a business opportunity will appear. According to David, most attorneys follow up a maximum of twice after first contact. Further, speakers at Legal Lift repeatedly reiterated that ‘recency of contact’ was key to who was front of mind and, therefore, who was called, who was invited to apply for panels, and who would be sent an RFP.”

This is why you can’t give up on a prospect if they don’t send you work right away. It takes time to build trust.

Here’s a great example of this in action: Rachel Lufkin, the Director of Marketing and Business Development at Sands Anderson, shared a story about an attorney who emailed a client to congratulate them on a positive news article. This small gesture—just two minutes to recognize the client’s success—led to a simple thank-you reply. Later that same day, the client sent over new work.

This is the power of a thoughtful touchpoint. Whether it’s sharing an article, congratulating someone on a win, or following up on a past conversation, small and sincere actions build relationships. Over time, those relationships create opportunities.

The lesson? Stay consistent, stay engaged, and don’t give up after the first or second try. Trust takes time—and it’s worth the effort.