I\u2019m a huge\u00a0\u201cSeinfeld\u201d\u00a0fan. I\u2019ve probably seen every episode four or five times, and even today, certain scenes make me laugh as hard as they did when I first watched them. I even have a poster with \u201cSeinfeld\u201d-isms behind me in my office, which was a gift from an amazing client. With all the streaming services and thousands of shows available, there\u2019s still something special about Jerry, George, Elaine, and Kramer.<\/p>\n
What\u2019s even more interesting is that after more than 20 years of coaching lawyers on business development, I\u2019ve realized that some of the funniest moments from \u201cSeinfeld\u201d offer surprisingly useful lessons about growing a law practice.<\/p>\n
Now, I realize that taking business advice from four dysfunctional New Yorkers might seem questionable but hear me out. Here are five classic \u201cSeinfeld\u201d moments that every lawyer looking to build a stronger book of business should consider.<\/p>\n
1. Jerry\u2019s Telemarketer: Stop Selling To People Who Don\u2019t Want To Be Sold<\/strong><\/p>\n The scene involves Jerry receiving an unwanted call from a telemarketer. Rather than simply hanging up, Jerry suggests calling the telemarketer at home later that evening. When the caller objects to being disturbed at home, Jerry makes his point and ends the conversation.<\/p>\n Brilliant! And surprisingly relevant to legal business development.<\/p>\n Nobody likes being sold to, especially when they haven\u2019t expressed an interest or identified a need. Yet lawyers continue to approach prospective clients by talking about their firm\u2019s accomplishments, listing their credentials, and explaining why they\u2019re better than the competition.<\/p>\n My Sales-Free Selling methodology teaches lawyers to approach business development differently. Instead of pitching, convincing, and chasing, focus on building relationships, asking thoughtful questions, listening carefully, and understanding what prospective clients are trying to accomplish.<\/p>\n The same philosophy applies to marketing. Rather than constantly promoting yourself on LinkedIn, share helpful insights, demonstrate your expertise, and provide information that makes someone\u2019s professional life easier.<\/p>\n When people see you as a trusted resource rather than another lawyer trying to sell something, you\u2019ve already taken an important step toward earning their business.<\/p>\n 2. The Contest: A Little Accountability Goes A Long Way<\/strong><\/p>\n Who could forget the infamous episode where Jerry, George, Elaine, and Kramer enter a contest to see who can demonstrate the greatest self-control? I\u2019ll leave the specifics out of this family-friendly article, but the competition itself is one of the funniest moments in television history.<\/p>\n The business development connection is simple. People tend to perform better when they have clear goals, accountability, and a little friendly competition.<\/p>\n I\u2019ve seen this firsthand in my coaching groups, where attorneys share their business development objectives, discuss their progress, and challenge one another to improve. There\u2019s something powerful about telling a group of peers that you\u2019re going to accomplish something and then having to report back the following week.<\/p>\n Consider finding a fellow attorney or small group of professionals who want to grow their practices. Set measurable goals around networking meetings, strategic introductions, referral relationships, or new business opportunities. Then meet regularly to discuss what worked, what didn\u2019t, and what needs improvement.<\/p>\n Business development can be a lonely undertaking, especially for solo practitioners. Having others involved creates structure, motivation, and the kind of accountability that turns good intentions into meaningful results. FYI, we also have a BE THAT LAWYER Community and Rainmaker Roundtables, which get ambitious lawyers out of their silos.<\/p>\n 3. Yada, Yada, Yada: Your Business Development Plan Needs Details<\/strong><\/p>\n Another classic \u201cSeinfeld\u201d moment occurs when George\u2019s girlfriend skips over important parts of a story using the phrase \u201cyada, yada, yada.\u201d Unfortunately, the details she\u2019s leaving out happen to be the most interesting and potentially incriminating parts of the conversation.<\/p>\n Lawyers do something similar when developing their business development plans.<\/p>\n They tell themselves they\u2019re going to network more, get more referrals, improve their LinkedIn presence, and grow their book of business. Yada, yada, yada, they\u2019ll have their best year ever.<\/p>\n The problem is that none of this constitutes an actual plan.<\/p>\n An effective legal business development plan should identify your ideal clients, the relationships you want to develop, the activities most likely to produce opportunities, and the time you\u2019re willing to invest each week.<\/p>\n For example, instead of saying you\u2019ll do more networking, identify five strategic referral partners you want to develop relationships with and schedule specific opportunities to connect. Rather than saying you\u2019ll post more on LinkedIn, determine what content your ideal clients would find valuable and create a realistic publishing schedule.<\/p>\n You don\u2019t need a 30-page business plan or an MBA to figure this out. A focused one- or two-page plan with specific actions, timelines, and measurable goals can make an enormous difference.<\/p>\n The details matter, and skipping them is often why lawyers struggle to produce consistent results.<\/p>\n 4. Elaine\u2019s Dancing: You Might Be Doing It Wrong And Not Know It<\/strong><\/p>\n One of the most memorable episodes features Elaine dancing at an office party. She\u2019s having the time of her life, completely unaware that everyone around her is horrified by her unusual moves.<\/p>\n While it\u2019s hilarious to watch, there\u2019s an important lesson here about self-awareness.<\/p>\n I\u2019ve worked with plenty of lawyers who believe they\u2019re excellent networkers or business developers, even though their approach may be turning people off.<\/p>\n Some dominate conversations, others hand out business cards like Halloween candy, and a few immediately start asking for referrals before establishing any meaningful relationship. What makes this particularly challenging is that many don\u2019t recognize what they\u2019re doing wrong.<\/p>\n The solution starts with getting honest feedback and becoming willing to improve.<\/p>\n Record yourself practicing a networking introduction, role-play a prospective client meeting, or ask a trusted colleague to evaluate your approach. Better yet, work with someone who understands professional services business development and can identify the habits holding you back.<\/p>\n The most successful rainmakers aren\u2019t necessarily the most naturally gifted conversationalists. They\u2019re often the lawyers willing to evaluate their performance, accept coaching, and continually sharpen their skills.<\/p>\n After all, nobody wants to be Elaine on the dance floor without realizing it.<\/p>\n 5. The Soup Nazi: Know When To Walk Away<\/strong><\/p>\n Lastly, who could forget the legendary Soup Nazi episode? The soup is apparently so delicious that customers are willing to tolerate the owner\u2019s outrageous rules and behavior just to get a bowl.<\/p>\n When George fails to follow the process, he\u2019s famously denied his soup.<\/p>\n While the scene is hysterical, it brings up an interesting question for lawyers. How much are you willing to tolerate to get what you want?<\/p>\n In legal business development, some attorneys spend years participating in networking groups they dislike, chasing prospective clients who never commit, or investing time in relationships that consistently fail to produce value.<\/p>\n They keep showing up because they believe something might eventually happen.<\/p>\n Sometimes the smartest business development decision is recognizing that a strategy, opportunity, or relationship isn\u2019t working and making a change.<\/p>\n This doesn\u2019t mean abandoning relationships because they haven\u2019t immediately generated business. It means evaluating whether your time and energy are being invested in activities that align with your goals and have the potential to create meaningful results.<\/p>\n I\u2019ve always encouraged lawyers to focus on building relationships with existing clients, trusted referral sources, and strategic partners who already know and appreciate their value. Often, the greatest opportunities are sitting right in front of you.<\/p>\n And if a particular networking group or prospect consistently leaves a bad taste in your mouth, perhaps it\u2019s time to find another place to get your soup.<\/p>\n The Final Episode: Make Business Development Work for You<\/strong><\/p>\n What I love most about \u201cSeinfeld\u201d is that its humor comes from everyday situations, awkward conversations, questionable decisions, and people who often lack the self-awareness to recognize their own mistakes.<\/p>\n Sound familiar?<\/p>\n The truth is that legal business development doesn\u2019t have to be complicated, but it does require a willingness to approach things differently. When you stop selling and start building relationships, create accountability around your goals, develop a detailed plan, improve your interpersonal skills, and invest your time in the right opportunities, you dramatically improve your chances of building a successful practice.<\/p>\n So, whether you\u2019re a Jerry, George, Elaine, or Kramer, there\u2019s always room to become a better rainmaker.<\/p>\n And unlike the gang on Seinfeld, you don\u2019t have to spend nine seasons making the same mistakes.<\/p>\n Build your book. Own your future. BE THAT LAWYER.<\/strong><\/p>\n Steve Fretzin is a five-time bestselling author, host of the\u00a0BE THAT LAWYER\u00a0and\u00a0Future Rainmakers\u00a0podcasts, and a business development coach who works exclusively with attorneys. For more than 18 years, he has helped lawyers build strong books of business without selling, pitching, or chasing, using his proven Sales-Free Selling\u2122 approach. His clients consistently become top rainmakers and credit his coaching and systems for driving meaningful, measurable growth. Steve can be reached directly at\u00a0steve@fretzin.com<\/a>, or through his website at\u00a0bethatlawyer.com<\/a>. Connect with him on LinkedIn at\u00a0https:\/\/www.linkedin.com\/in\/stevefretzin<\/a>. His ALL NEW\u00a0BE THAT LAWYER Community\u00a0is changing how lawyers develop the skills never taught in law school. Learn more at\u00a0bethatlawyer.com\/community<\/a><\/em>.<\/strong><\/p>\n \n The post No\u00a0Soup\u00a0For\u00a0You!\u00a05\u00a0\u2018Seinfeld\u2019\u00a0Lessons\u00a0Every\u00a0Lawyer Needs\u00a0To\u00a0Learn\u00a0About\u00a0Business\u00a0Development<\/a> appeared first on Above the Law<\/a>.<\/p>\n I\u2019m a huge\u00a0\u201cSeinfeld\u201d\u00a0fan. I\u2019ve probably seen every episode four or five times, and even today, certain scenes make me laugh as hard as they did when I first watched them. I even have a poster with \u201cSeinfeld\u201d-isms behind me in my office, which was a gift from an amazing client. With all the streaming services and thousands of shows available, there\u2019s still something special about Jerry, George, Elaine, and Kramer.<\/p>\n What\u2019s even more interesting is that after more than 20 years of coaching lawyers on business development, I\u2019ve realized that some of the funniest moments from \u201cSeinfeld\u201d offer surprisingly useful lessons about growing a law practice.<\/p>\n Now, I realize that taking business advice from four dysfunctional New Yorkers might seem questionable but hear me out. Here are five classic \u201cSeinfeld\u201d moments that every lawyer looking to build a stronger book of business should consider.<\/p>\n 1. Jerry\u2019s Telemarketer: Stop Selling To People Who Don\u2019t Want To Be Sold<\/strong><\/p>\n The scene involves Jerry receiving an unwanted call from a telemarketer. Rather than simply hanging up, Jerry suggests calling the telemarketer at home later that evening. When the caller objects to being disturbed at home, Jerry makes his point and ends the conversation.<\/p>\n Brilliant! And surprisingly relevant to legal business development.<\/p>\n Nobody likes being sold to, especially when they haven\u2019t expressed an interest or identified a need. Yet lawyers continue to approach prospective clients by talking about their firm\u2019s accomplishments, listing their credentials, and explaining why they\u2019re better than the competition.<\/p>\n My Sales-Free Selling methodology teaches lawyers to approach business development differently. Instead of pitching, convincing, and chasing, focus on building relationships, asking thoughtful questions, listening carefully, and understanding what prospective clients are trying to accomplish.<\/p>\n The same philosophy applies to marketing. Rather than constantly promoting yourself on LinkedIn, share helpful insights, demonstrate your expertise, and provide information that makes someone\u2019s professional life easier.<\/p>\n When people see you as a trusted resource rather than another lawyer trying to sell something, you\u2019ve already taken an important step toward earning their business.<\/p>\n 2. The Contest: A Little Accountability Goes A Long Way<\/strong><\/p>\n Who could forget the infamous episode where Jerry, George, Elaine, and Kramer enter a contest to see who can demonstrate the greatest self-control? I\u2019ll leave the specifics out of this family-friendly article, but the competition itself is one of the funniest moments in television history.<\/p>\n The business development connection is simple. People tend to perform better when they have clear goals, accountability, and a little friendly competition.<\/p>\n I\u2019ve seen this firsthand in my coaching groups, where attorneys share their business development objectives, discuss their progress, and challenge one another to improve. There\u2019s something powerful about telling a group of peers that you\u2019re going to accomplish something and then having to report back the following week.<\/p>\n Consider finding a fellow attorney or small group of professionals who want to grow their practices. Set measurable goals around networking meetings, strategic introductions, referral relationships, or new business opportunities. Then meet regularly to discuss what worked, what didn\u2019t, and what needs improvement.<\/p>\n Business development can be a lonely undertaking, especially for solo practitioners. Having others involved creates structure, motivation, and the kind of accountability that turns good intentions into meaningful results. FYI, we also have a BE THAT LAWYER Community and Rainmaker Roundtables, which get ambitious lawyers out of their silos.<\/p>\n 3. Yada, Yada, Yada: Your Business Development Plan Needs Details<\/strong><\/p>\n Another classic \u201cSeinfeld\u201d moment occurs when George\u2019s girlfriend skips over important parts of a story using the phrase \u201cyada, yada, yada.\u201d Unfortunately, the details she\u2019s leaving out happen to be the most interesting and potentially incriminating parts of the conversation.<\/p>\n Lawyers do something similar when developing their business development plans.<\/p>\n They tell themselves they\u2019re going to network more, get more referrals, improve their LinkedIn presence, and grow their book of business. Yada, yada, yada, they\u2019ll have their best year ever.<\/p>\n The problem is that none of this constitutes an actual plan.<\/p>\n An effective legal business development plan should identify your ideal clients, the relationships you want to develop, the activities most likely to produce opportunities, and the time you\u2019re willing to invest each week.<\/p>\n For example, instead of saying you\u2019ll do more networking, identify five strategic referral partners you want to develop relationships with and schedule specific opportunities to connect. Rather than saying you\u2019ll post more on LinkedIn, determine what content your ideal clients would find valuable and create a realistic publishing schedule.<\/p>\n You don\u2019t need a 30-page business plan or an MBA to figure this out. A focused one- or two-page plan with specific actions, timelines, and measurable goals can make an enormous difference.<\/p>\n The details matter, and skipping them is often why lawyers struggle to produce consistent results.<\/p>\n 4. Elaine\u2019s Dancing: You Might Be Doing It Wrong And Not Know It<\/strong><\/p>\n One of the most memorable episodes features Elaine dancing at an office party. She\u2019s having the time of her life, completely unaware that everyone around her is horrified by her unusual moves.<\/p>\n While it\u2019s hilarious to watch, there\u2019s an important lesson here about self-awareness.<\/p>\n I\u2019ve worked with plenty of lawyers who believe they\u2019re excellent networkers or business developers, even though their approach may be turning people off.<\/p>\n Some dominate conversations, others hand out business cards like Halloween candy, and a few immediately start asking for referrals before establishing any meaningful relationship. What makes this particularly challenging is that many don\u2019t recognize what they\u2019re doing wrong.<\/p>\n The solution starts with getting honest feedback and becoming willing to improve.<\/p>\n Record yourself practicing a networking introduction, role-play a prospective client meeting, or ask a trusted colleague to evaluate your approach. Better yet, work with someone who understands professional services business development and can identify the habits holding you back.<\/p>\n The most successful rainmakers aren\u2019t necessarily the most naturally gifted conversationalists. They\u2019re often the lawyers willing to evaluate their performance, accept coaching, and continually sharpen their skills.<\/p>\n After all, nobody wants to be Elaine on the dance floor without realizing it.<\/p>\n 5. The Soup Nazi: Know When To Walk Away<\/strong><\/p>\n Lastly, who could forget the legendary Soup Nazi episode? The soup is apparently so delicious that customers are willing to tolerate the owner\u2019s outrageous rules and behavior just to get a bowl.<\/p>\n When George fails to follow the process, he\u2019s famously denied his soup.<\/p>\n While the scene is hysterical, it brings up an interesting question for lawyers. How much are you willing to tolerate to get what you want?<\/p>\n In legal business development, some attorneys spend years participating in networking groups they dislike, chasing prospective clients who never commit, or investing time in relationships that consistently fail to produce value.<\/p>\n They keep showing up because they believe something might eventually happen.<\/p>\n Sometimes the smartest business development decision is recognizing that a strategy, opportunity, or relationship isn\u2019t working and making a change.<\/p>\n This doesn\u2019t mean abandoning relationships because they haven\u2019t immediately generated business. It means evaluating whether your time and energy are being invested in activities that align with your goals and have the potential to create meaningful results.<\/p>\n I\u2019ve always encouraged lawyers to focus on building relationships with existing clients, trusted referral sources, and strategic partners who already know and appreciate their value. Often, the greatest opportunities are sitting right in front of you.<\/p>\n And if a particular networking group or prospect consistently leaves a bad taste in your mouth, perhaps it\u2019s time to find another place to get your soup.<\/p>\n The Final Episode: Make Business Development Work for You<\/strong><\/p>\n What I love most about \u201cSeinfeld\u201d is that its humor comes from everyday situations, awkward conversations, questionable decisions, and people who often lack the self-awareness to recognize their own mistakes.<\/p>\n Sound familiar?<\/p>\n The truth is that legal business development doesn\u2019t have to be complicated, but it does require a willingness to approach things differently. When you stop selling and start building relationships, create accountability around your goals, develop a detailed plan, improve your interpersonal skills, and invest your time in the right opportunities, you dramatically improve your chances of building a successful practice.<\/p>\n So, whether you\u2019re a Jerry, George, Elaine, or Kramer, there\u2019s always room to become a better rainmaker.<\/p>\n And unlike the gang on Seinfeld, you don\u2019t have to spend nine seasons making the same mistakes.<\/p>\n Build your book. Own your future. BE THAT LAWYER.<\/strong><\/p>\n Steve Fretzin is a five-time bestselling author, host of the\u00a0BE THAT LAWYER\u00a0and\u00a0Future Rainmakers\u00a0podcasts, and a business development coach who works exclusively with attorneys. For more than 18 years, he has helped lawyers build strong books of business without selling, pitching, or chasing, using his proven Sales-Free Selling\u2122 approach. His clients consistently become top rainmakers and credit his coaching and systems for driving meaningful, measurable growth. Steve can be reached directly at\u00a0steve@fretzin.com<\/a>, or through his website at\u00a0bethatlawyer.com<\/a>. Connect with him on LinkedIn at\u00a0https:\/\/www.linkedin.com\/in\/stevefretzin<\/a>. His ALL NEW\u00a0BE THAT LAWYER Community\u00a0is changing how lawyers develop the skills never taught in law school. Learn more at\u00a0bethatlawyer.com\/community<\/a><\/em>.<\/strong><\/p>\n \n The post No\u00a0Soup\u00a0For\u00a0You!\u00a05\u00a0\u2018Seinfeld\u2019\u00a0Lessons\u00a0Every\u00a0Lawyer Needs\u00a0To\u00a0Learn\u00a0About\u00a0Business\u00a0Development<\/a> appeared first on Above the Law<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" I\u2019m a huge\u00a0\u201cSeinfeld\u201d\u00a0fan. I\u2019ve probably seen every episode four or five times, and even today, certain scenes make me laugh as hard as they did when I first watched them. I even have a poster with \u201cSeinfeld\u201d-isms behind me in my office, which was a gift from an amazing client. With all the streaming services […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-166698","post","type-post","status-publish","format-standard","hentry","category-above_the_law"],"_links":{"self":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/166698","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/comments?post=166698"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/166698\/revisions"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=166698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=166698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=166698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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