Stop Checking In: Build the Relationship Before the Work Exists

“Checking in” is not a relationship strategy. Strong client relationships are built before an instruction exists through relevant judgment, continuity, commercial clarity and professional reliability. In this video, Gordon Houseman explains why generic contact creates work for the recipient, how useful communication begins with the client’s world, when continued relationship investment remains credible, and why asking appropriately for work does not make a trusted relationship transactional. Gordon has been a partner at A&O Shearman, DLA Piper and Shearman & Sterling, and has spent nearly two decades inside leading international law firms advising major clients, building practices, winning work and leading cross-border teams. Learn more about the Full Potential for Lawyers Partner Program: https://fullpotentialforlawyers.com Subscribe for practical guidance on generating work, developing client relationships, leading effective teams and building a commercially successful practice. Build your business like a business. Chapters 0:00 Why “just checking in” fails 1:02 Activity is not commercial effectiveness 2:04 Give clients relevant, digested insight 3:15 Balance frequency with relevance 4:10 Ask for work when there is credible need 5:11 Build relationships before the instruction exists