Telling the Sian Story: A Blueprint for Relationship-Driven Success
It’s rare for a General Counsel to have such a wealth of firsthand business development advice. That’s precisely what makes Sian Story, General Counsel at Vendavo, stand out as a unicorn in the legal industry.
In a recent episode of the Market Leaders Podcast, Sian Story, General Counsel at Vendavo, shared her unique journey—from starting at a law firm in Bristol to taking on the fast-paced, innovation-driven world of Silicon Valley. In this hub of cutting-edge tech and constant disruption, Sian quickly adapted, bringing a growth-minded approach that shaped her career trajectory. As she moved from private practice to an in-house role, her guiding principle remained the same: meaningful, long-term relationships are far more valuable than quick wins.
This is where the power of relationships truly shines. Sian’s story isn’t just one of professional evolution—it’s a blueprint for how lawyers, whether in-house or in law firms, can rethink business development in a meaningful way. Below, we dive into the key lessons she shared, offering a fresh perspective on client relationships and the long game of business development.
A Journey Rooted in Relationships
Sian’s path was anything but linear. Starting her career in tax law at Osborne Clarke in Bristol, she seized an opportunity in 2010 to work in Palo Alto, California. There, she took on a dual role that was uncommon for many lawyers: combining traditional legal work with business development. Advising U.S. companies on European law while also building client relationships gave her a unique perspective on the importance of personal connections in the legal industry.
Instead of relying on traditional networking methods—like golf outings or large corporate events—Sian invested in one-to-one relationships. She focused on meaningful interactions like coffees and lunches, where genuine conversations could happen. These weren’t sales pitches; they were opportunities to understand her clients’ pain points and offer solutions, even if it didn’t directly benefit her firm at the time.
“In my opinion and experience that one-to-one connection is where the magic happens,” Sian emphasized. “Find the pain and solve the pain… that builds trust, and trust is the foundation of any lasting professional relationship.“
Why the Long Game Matters
One of the standout elements of Sian’s approach is her commitment to the long game. Building personal relationships doesn’t yield immediate results, and that’s okay. Sian acknowledged that it might take years before a client brings in new work, but the patience pays off in the form of deep trust and loyalty.
“You may have to put years of effort into getting that position of trust, but it’s worth doing,”
This perspective is particularly valuable for junior lawyers. Sian advises that business development should start early in one’s career. By building relationships with peers—who will eventually become general counsels or hold other influential positions—young lawyers set themselves up for future success. It’s about planting seeds now for relationships that will flourish later.
The Power of Personalized Outreach
Now in her role as GC, Sian experiences firsthand the difference between effective outreach and the kind that quickly fades into the background. She recounted an experience where a salesperson reached out after seeing a LinkedIn post she made about changes in parental leave laws. He didn’t send a generic pitch—instead, he related the topic to his own life, mentioning that his wife was on maternity leave. This common ground led to a meaningful and personal conversation.
“That email stood out because it was personal. He took the time to understand what I cared about, and that resonated with me. I didn’t end up buying from him, but I did reply—and that’s something I never do with cold emails.”
This anecdote underscores the importance of taking the extra step to personalize communication. Whether it’s referencing a post, acknowledging shared interests, or addressing specific challenges, these efforts can significantly increase engagement and build rapport.
Why This Matters to GCs
General Counsels, like Sian, are inundated with pitches from law firms. What stands out to them are not mass-marketing efforts but thoughtful, tailored outreach that demonstrates a real understanding of their business challenges and pressures. GCs are not just looking for legal advice—they need partners who anticipate their needs, offer practical solutions, and act as trusted advisors. This makes the personalized approach especially effective in building trust and positioning a lawyer as a valuable resource.
Actionable Steps for Law Firms
Sian’s insights offer a roadmap for law firms looking to enhance their business development strategies. Here are some actionable steps based on her experiences:
1. Prioritize One-to-One Connections
Encourage your team to focus on individual meetings rather than large networking events. These intimate settings foster deeper conversations and stronger relationships.
Tip: Schedule regular coffee chats or lunch meetings with clients and prospects to keep the lines of communication open.
2. Start Early with Junior Lawyers
Integrate business development training early in lawyers’ careers. Encourage junior associates to network with their peers, laying the groundwork for future partnerships.
Tip: Pair junior lawyers with mentors who exemplify strong relationship-building skills.
3. Personalize Your Outreach
Avoid generic messages. Take the time to research and understand the recipient’s interests, challenges, and recent activities.
Tip: Reference a recent article they wrote or an event they attended to show genuine interest.
4. Embrace the Long Game
Recognize that building trust takes time and shouldn’t be rushed. Consistency and authenticity are key.
Tip: Keep in touch regularly, even when there’s no immediate business opportunity. Send occasional check-ins or share resources that might be helpful to them.
5. Be a Problem Solver
Focus on finding and addressing clients’ pain points, even if it doesn’t lead to immediate business. This positions you as a trusted advisor.
Tip: Ask open-ended questions to uncover underlying needs and offer thoughtful solutions.
Conclusion: People Over Pitches
Sian Story’s journey is a testament to the power of genuine relationships in the legal profession. Her approach shifts the focus from transactional interactions to building lasting partnerships based on trust and mutual respect.
For law firms and lawyers at all stages of their careers, the message is clear: Invest in people, not just pitches. By prioritizing personal connections and embracing a long-term view of business development, you not only enhance your professional network but also create a more fulfilling and sustainable practice.
As Sian wisely noted:
“Trust takes time to build, but once it’s there, the work will come because ultimately, it gets easier and easier every time you do it.”
