Episode 96: Cultivating Client Trust: The Intersection of Law, Sales, and Business Development with Guest Sian Story

In this episode of the Market Leaders Podcast, host David Ackert interviews Sian Story, General Counsel at Vendavo, about her unique career journey. Sian shares how she started in tax law in the UK and eventually moved to Silicon Valley, where she worked at Osborne Clarke advising U.S. companies on European law. Unlike most in-house counsel, she took on a dual role that combined legal work with business development, giving her valuable experience in building client relationships and understanding the business development process from both sides of the table.

Sian discusses the importance of personalized client relationship-building for successful business development in the legal industry. Rather than relying on generic networking events or impersonal email blasts, she highlights how creating meaningful one-on-one connections through tailored events, coffee meetings, and informal conversations can foster trust with clients. These bespoke approaches allow lawyers to understand and solve specific client pain points, which ultimately leads to stronger, long-term relationships.

Throughout the conversation, Sian touches on the evolving role of sales in legal practice and the increasing impact of AI on the industry. She argues that law firms must embrace the sales process and train junior lawyers early in their careers to develop lasting client networks. As AI and alternative legal service providers continue to change the landscape, Sian emphasizes that building authentic, trusted relationships will remain a key differentiator for lawyers in the future.