The Art of Connection - How to Build and Nurture Strong

In this second instalment of the Ask the Experts series, Ambition’s Sean Sweeney and Erin Lawler dive into one of the most critical soft skills in legal business development: the art of connection. With decades of combined experience in legal marketing and BD, they explore practical strategies for forging lasting professional relationships, building trust, and enhancing your networking effectiveness in today’s hybrid world.

Whether you’re a seasoned CMO or stepping into your first BD coordinator role, this session offers actionable insights to help you build meaningful connections in a competitive legal landscape.

The discussion centers on how legal marketing and BD professionals can build, nurture, and maintain strong relationships both within firms and externally. Sean and Erin unpack foundational principles like trust, empathy, and communication, and offer practical advice on:

Networking strategies that go beyond “working the room”
Adapting communication styles to different audiences
Demonstrating value - personally and professionally
Maintaining relationships through consistency and appreciation

The speakers also share industry anecdotes, client examples, and common pitfalls, making this session highly relatable and pragmatic.

Watch the full webinar below and read on for a concise summary, actionable takeaways, and full transcript.

Key Takeaways

1. Connection Is More Than Engagement
True connection means leaving someone better after the interaction. It’s about making people feel seen, heard, and valued.

2. Master the Networking Basics

Set clear goals
Be active (and intentional) on LinkedIn
Offer value before expecting it
Follow up—always
Don’t be transactional

3. Communication Must Be Clear, Courteous & Curious
Adopt the "6 Cs" of communication: Clarity, Courtesy, Changeability, Curiosity, Cues (non-verbal), and Confidence. Tailor your message, listen actively, and stay conscious of body language.

4. Trust & Loyalty Require Consistency
Be transparent, deliver on promises, and offer empathy. Relationships thrive on mutual respect and shared experiences—even beyond business.

5. Don’t Let Relationships Go Cold
Stay in touch, express appreciation, and leverage technology to maintain your presence and value in your network.

Transcript

Erin Lawler:
Hello, everyone. We’ll give folks just a moment to get settled for the second instalment of Ask the Experts. Sean and I are really excited to explore the art of connection—how to build and nurture strong relationships in Legal Business Development.

Sean Sweeney:
To start, for those who haven’t attended one of our webinars or are unfamiliar with who we are and what we do, I’d love to give a brief overview of Ambition. My name is Sean Sweeney, and I’m a Senior Consultant on the Legal Marketing and Business Development team.

Ambition has been around for 25 years, with offices across the globe. Most recently, we opened our New York office, which focuses exclusively on legal marketing and BD in the U.S. We recruit for roles ranging from Senior Coordinator to C-Suite level, covering all practice areas and regions. Our expertise includes public relations, MarTech, internal/external communications, and of course, business development.

I'm joined today by my colleague Erin Lawler, and I’ll turn it over to her to introduce herself.

Erin Lawler:
Thanks, Sean. Good morning—or good afternoon—depending on where you're joining from.

As Sean mentioned, I’m Erin Lawler. I joined Ambition several months ago, after spending 20 years in Big Law marketing and business development. I’ve worked with several Am Law Top 10 firms, and it’s been a wonderful journey. My current focus is helping firms build best-in-class M&BD teams alongside amazing colleagues like Sean, who focuses more on the candidate side.

With that, let’s dive into today’s agenda. Sean?

Sean Sweeney:
Thanks, Erin. Today’s webinar is focused on the art of connection. We’ll begin with Networking 101, then move into effective communication strategies, followed by building trust and loyalty, and finally maintaining relationships over time. We’ll wrap up with a Q&A session—feel free to drop your questions in the chat throughout, and we’ll circle back to them at the end.

Let’s kick off with the concept of connection. It's a buzzword, but what does it truly mean? At its core, connection is when two or more people interact in a way that makes each person feel seen, heard, and valued. It requires a kind of interpersonal intimacy—making someone feel better after the interaction than before.

Key components of connection include:

Trust: Essential for stable and healthy relationships.
Empathy: Understanding others’ perspectives.
Communication: Open, honest dialogue.
Support: Offering and receiving guidance and care.

These themes will appear throughout today’s session. Now that we’ve defined connection, I’ll turn it back over to Erin to dive into Networking 101.

Erin Lawler:
Thanks, Sean. As he said, we could easily do a whole webinar just on networking. If that’s something of interest, let us know—we’re happy to plan it! But today, we’ll highlight the key do’s and don’ts of networking.

Networking 101 – Do’s:

Identify Your Goals: Understand what you want to achieve through networking.
Leverage Social Media: Use platforms like LinkedIn to promote your brand and connect within your industry.
Join Professional Groups: While it can feel uncomfortable at first, putting yourself out there opens doors.
Offer Value First: Give before expecting anything in return—this fosters genuine connections.
Listen Actively: Pay attention, stay present, and digest information carefully.

Networking 101 – Don’ts:

Don’t Focus Only on Personal Gain: Networking is a two-way street.
Don’t Forget to Follow Up: A simple thank-you note can leave a lasting impression.
Don’t Neglect Your Online Presence: Keep your LinkedIn updated so others can find and understand you.
Don’t Be Transactional: Relationships—not quick wins—should drive your interactions.
Don’t Avoid New People or Places: Growth often comes from stepping out of your comfort zone.

And a quick note—if you're at a networking event, everyone is there to connect. So lean into that common purpose.

Sean Sweeney:
Great points, Erin. Let’s move on to Effective Communication Strategies—the tools that ensure your message is understood and meaningful.

Erin Lawler:

The six Cs of effective communication

Clarity: Be clear and direct.
Courtesy: Manners matter, especially during difficult conversations.
Changeability: Adapt your style to suit your audience, without losing authenticity.
Curiosity: Ask thoughtful questions and listen actively.
Cues: Be mindful of nonverbal communication—your body language speaks volumes.
Confidence: Project assurance without arrogance. Confidence rooted in authenticity resonates deeply.

Sean Sweeney:
All excellent reminders. Courtesy and body language often seem like “common sense,” but they’re frequently overlooked, especially in fast-paced environments.

Erin Lawler:
Exactly. And speaking of fundamentals—let’s talk about how to build trust and loyalty, which are the cornerstones of lasting relationships.

Building Trust and Loyalty:

Be Transparent and Honest: It's not about being overly optimistic; it's about being clear, respectful, and direct.
Deliver on Promises: Follow through to maintain credibility.
Prioritize Open Communication: Make time for regular check-ins and meaningful dialogue.
Show Empathy and Understanding: People want to feel heard—emotional intelligence is crucial.
Provide Value Beyond Business: Relationships grow when there's more than just a professional connection.
Encourage Feedback: Feedback helps you grow. Accept it with an open mind and willingness to improve.

Erin Lawler:
Yes, and encouraging feedback ties right back into being transparent and direct. When delivered thoughtfully, feedback strengthens rather than weakens relationships.

Now, let’s talk about Maintaining Relationships Over Time.

Maintaining Relationships:

Be Reliable and Consistent: Stick to the qualities that built the relationship in the first place.
Show Appreciation Regularly: A simple thank-you goes a long way.
Engage in Shared Activities: Whether industry-related or personal interests—shared moments build rapport.
Stay in Touch: Use technology to maintain contact, especially in today’s hybrid work environment.

We’ve covered a lot today—from connection, to communication, to trust, and the importance of intentionality in building long-term relationships.

Sean Sweeney:
And as Erin said, each of these topics could easily be expanded into its own session. If there are any specific areas you’d like us to explore more deeply—networking, feedback, relationship building—let us know. We’d love to hear from you.

Erin Lawler:
You’ll find our LinkedIn profiles here. Please feel free to connect. Thank you so much for joining us—we hope you found this session valuable.

About the speakers

Erin Lawler has over 20 years of experience in Am Law 100 firms, having held progressive roles in M&BD at WilmerHale, Norton Rose Fulbright, and Hogan Lovells, leading global teams and creating BD and client retention strategies. Thanks to her extensive experience in legal M&BD roles, Erin brings a unique perspective to the search process.

Connect with Erin

Sean Sweeney is Senior Recruitment Consultant and exclusively focuses on Legal Business Development, Marketing and Communications recruitment within the wider US market. Sean prides himself on building strong relationships with candidates and clients and going the extra mile to deliver a high quality, personalized service.

Connect with Sean

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The Art of Connection - How to Build and Nurture Strong Relationships