Many lawyers dislike the concept of sales, but growth in a law practice inherently involves selling. Embracing business development requires a focus on building relationships rather than relying on resumes. Clients are informed and compare legal services actively, making clarity and trust vital for lawyers. Understanding the decision-making process is important, and professionalism should be maintained in communications. Natural curiosity and human connection are valuable tools in developing a successful legal career, shifting away from traditional sales tactics towards genuine engagement.
There's no room for manipulation when everyone has the same data. Clients today can compare you with dozens of other lawyers. The modern buyer is informed, and your role is to be clear, trustworthy, and helpful, not salesy.
Dan shared how early in his career, he quickly realized that sending out cold résumés was a losing game. What worked instead? Meeting people. Being curious. Listening to their stories and connecting with them on a human level.
Instead of bluntly asking, 'Are you the decision maker?' which can come off as offensive, he'd say: 'Totally recognizing that you're going to be a part of this, but who else, if anyone, would be involved in making this decision?'
That natural curiosity and relationship-building mindset turned out to be the most valuable career tool he had.
#law-practice-management #business-development #client-relations #legal-marketing #professional-growth
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