People assume that because I have a Michael Jordan jersey on my wall, I’m a huge Chicago sports fan. When the Bulls were in their prime, nothing was more exciting than going to a game or watching them dominate from a local bar. The truth is, I don’t really watch or care much about any US sports. My jam is Premier League Football (soccer to us Yanks). Every week, I catch the highlights from every match, not to support a single team, but to enjoy the sport at its finest.
One thing that’s always bothered me about team sports is when a player scores and celebrates like he was the only one responsible. What about the defender who stole the ball and started the play? Or the perfect pass that set up the goal? The best players know their success depends on the team, and they make sure to acknowledge that.
When I see a player score and point to the teammate who made the assist, I know they get it. So why does business development for lawyers often feel like a solo effort? For many attorneys I coach, that’s how it starts, but it doesn’t have to stay that way. The real opportunity lies in building business with the firm, for the firm, and creating a wave of profitability for everyone. Here are three moves to help your team (your firm) win year after year.
Team Move #1: Who’s on your team?
It’s hard to succeed when everyone is out for themselves. Too many firms focus only on billable hours and profitability. Partners keep to their silos, pushing work down to protect their pocketbooks. Support is limited, and closed compensation models make collaboration nearly impossible.
Hopefully, that’s not your situation, but regardless, you can still build a winning team. Start by identifying the right players. Meet with colleagues, build relationships, and find those open to collaboration. Aim for three to five partners you like, trust, and believe in. Choose people who are excellent at what they do and willing to share clients and origination credits. You can even ask your mentor to help identify good teammates.
Be aware that not everyone knows how to share or collaborate effectively, so avoid those folks. Once you’ve found your players, invite one to meet a client of yours. Show how collaboration adds value for the client and for the firm. From there, explore what each of your teammates’ clients might need in other practice areas. This creates new opportunities and demonstrates how shared success benefits everyone.
Team Move #2: How to Cross Market Like a Pro
Cross marketing is one of the most underused yet powerful ways to develop new business. It’s also one of the easiest. When you recommend a colleague to a client, there’s a trust transference at play. For example, if you tell a client, “I have an amazing lawyer two offices down who can help with this,” they’ll almost always say yes.
Cross marketing works both ways. You can bring in business for your partners and, in turn, gain access to their clients. To do it well, be curious about your clients and their world. Ask questions about their daily challenges and long-term goals. You’ll uncover needs they haven’t mentioned and deepen your relationship by becoming an advisor, not just their attorney.
On the flip side, sit down with your partners to review their client lists. Look for issues outside their practice area where you can add value. If your partner handles employment matters and you handle litigation, explore where your services intersect. Walk through their top clients, brainstorm potential introductions, and outline how to add value together. The more integrated your services become, the harder it is for clients to leave.
Team Move #3: Treat Your Team Like Champions
When cross marketing is done right, everyone wins. The goal is to feed work out, bring work in, and share credit fairly. I often say, “If you find a nugget of gold, mine it.” The same applies here. Meet regularly with your partners to review exchanged work, discuss new opportunities, and plan joint outreach. Consistency drives success.
Don’t neglect the human side. Take your partners to lunch, grab a drink, or catch a show together. Invest in those relationships and always show appreciation. A sincere thank you goes a long way. These relationships can pay dividends for years, even if one of you leaves for another firm or goes in house.
For many lawyers, business development still feels like an individual sport. Eat what you kill and enjoy the spoils. But for those at full-service firms, I encourage you to think differently. Team based business development can generate more work than almost any other effort. Some of my clients bring in million dollar matters just by maintaining strong relationships and introducing teammates to their clients.
Working together isn’t just more profitable, it’s smarter. For many lawyers, it’s the gateway to working less and earning more.
If you want to explore how to make this approach work for you, reach out. I’m happy to discuss your situation and help you gain the control and confidence that come from real business development success. Just email me at steve@fretzin.com or visit www.bethatlawyer.com.
Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
The post Legal Business Development As A Team Sport appeared first on Above the Law.
People assume that because I have a Michael Jordan jersey on my wall, I’m a huge Chicago sports fan. When the Bulls were in their prime, nothing was more exciting than going to a game or watching them dominate from a local bar. The truth is, I don’t really watch or care much about any US sports. My jam is Premier League Football (soccer to us Yanks). Every week, I catch the highlights from every match, not to support a single team, but to enjoy the sport at its finest.
One thing that’s always bothered me about team sports is when a player scores and celebrates like he was the only one responsible. What about the defender who stole the ball and started the play? Or the perfect pass that set up the goal? The best players know their success depends on the team, and they make sure to acknowledge that.
When I see a player score and point to the teammate who made the assist, I know they get it. So why does business development for lawyers often feel like a solo effort? For many attorneys I coach, that’s how it starts, but it doesn’t have to stay that way. The real opportunity lies in building business with the firm, for the firm, and creating a wave of profitability for everyone. Here are three moves to help your team (your firm) win year after year.
Team Move #1: Who’s on your team?
It’s hard to succeed when everyone is out for themselves. Too many firms focus only on billable hours and profitability. Partners keep to their silos, pushing work down to protect their pocketbooks. Support is limited, and closed compensation models make collaboration nearly impossible.
Hopefully, that’s not your situation, but regardless, you can still build a winning team. Start by identifying the right players. Meet with colleagues, build relationships, and find those open to collaboration. Aim for three to five partners you like, trust, and believe in. Choose people who are excellent at what they do and willing to share clients and origination credits. You can even ask your mentor to help identify good teammates.
Be aware that not everyone knows how to share or collaborate effectively, so avoid those folks. Once you’ve found your players, invite one to meet a client of yours. Show how collaboration adds value for the client and for the firm. From there, explore what each of your teammates’ clients might need in other practice areas. This creates new opportunities and demonstrates how shared success benefits everyone.
Team Move #2: How to Cross Market Like a Pro
Cross marketing is one of the most underused yet powerful ways to develop new business. It’s also one of the easiest. When you recommend a colleague to a client, there’s a trust transference at play. For example, if you tell a client, “I have an amazing lawyer two offices down who can help with this,” they’ll almost always say yes.
Cross marketing works both ways. You can bring in business for your partners and, in turn, gain access to their clients. To do it well, be curious about your clients and their world. Ask questions about their daily challenges and long-term goals. You’ll uncover needs they haven’t mentioned and deepen your relationship by becoming an advisor, not just their attorney.
On the flip side, sit down with your partners to review their client lists. Look for issues outside their practice area where you can add value. If your partner handles employment matters and you handle litigation, explore where your services intersect. Walk through their top clients, brainstorm potential introductions, and outline how to add value together. The more integrated your services become, the harder it is for clients to leave.
Team Move #3: Treat Your Team Like Champions
When cross marketing is done right, everyone wins. The goal is to feed work out, bring work in, and share credit fairly. I often say, “If you find a nugget of gold, mine it.” The same applies here. Meet regularly with your partners to review exchanged work, discuss new opportunities, and plan joint outreach. Consistency drives success.
Don’t neglect the human side. Take your partners to lunch, grab a drink, or catch a show together. Invest in those relationships and always show appreciation. A sincere thank you goes a long way. These relationships can pay dividends for years, even if one of you leaves for another firm or goes in house.
For many lawyers, business development still feels like an individual sport. Eat what you kill and enjoy the spoils. But for those at full-service firms, I encourage you to think differently. Team based business development can generate more work than almost any other effort. Some of my clients bring in million dollar matters just by maintaining strong relationships and introducing teammates to their clients.
Working together isn’t just more profitable, it’s smarter. For many lawyers, it’s the gateway to working less and earning more.
If you want to explore how to make this approach work for you, reach out. I’m happy to discuss your situation and help you gain the control and confidence that come from real business development success. Just email me at steve@fretzin.com or visit www.bethatlawyer.com.
Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
The post Legal Business Development As A Team Sport appeared first on Above the Law.
