To set the stage, I want to share a quote I wish I’d known growing up. Back then I’d hear, “Practice makes perfect.” Does it, though? The late great Vince Lombardi of Green Bay Packers fame said it quite differently. It was, “Practice doesn’t make perfect. Perfect practice makes perfect.” BOOM! When I heard this for the first time my head almost exploded. If you’re doing the same bad techniques or skills repeatedly, are you really improving? The same applies to business development. If you’re networking at events and also meeting with prospective clients using bad techniques, while also not improving, how much money is it costing you in lost time and business? If we’re on the same page here, this article will be a game-changer for you. Let’s talk about some business development hacks that you may not have considered.
Hack 1: A Failure To Plan Is A Plan To Fail
Let’s go back to my previous statement that winging it is not an effective way of running your day, let alone your business development activities. Everything should be planned out for the year and then broken down into actionable steps. Write down things like:
- Who are my best client and strategic partner targets?
- Where are they and how do I find them?
- Create a list of all your clients, friends, and colleagues.
- Develop scripts for email outreach.
- Set a goal for how many meetings you can handle in a week.
I think you get the gist. It’s critical to plan for the year, down to each day, to ensure business development is a part of it. Without a plan and without calendaring your time, your client development will always be pushed down and away.
Hack 2: You Can’t Manage What Isn’t Measured
This statement goes back to perfect practice, in a way, because doing business development isn’t the same as succeeding at it. It’s of critical importance to have some form of tracking mechanism to not only see your progress but to understand what’s productive for you. For example, you are attending four events a month and have no meetings to show for it. It’s clear you aren’t following up with the people you’re meeting with (which is a big no-no!). Additionally, you’re having tons of great meetings but no next steps or business transacted. You may not be productively running your meetings. In some instances, I call people “professional meeters.” Funny, not funny.
I highly recommend using a tracking journal or CRM (client relationship management program) to ensure you know your numbers and can make regular improvements. Without knowing your history, you may be doomed to repeat it. And many lawyers do.
Hack 3: Become A Student Of The Biz-dev Game
Good news, friends! There’s a TON of amazing information out there about legal business development and marketing best practices. The fact that you’re reading this article sets you up to take in more of my content (and there’s A LOT). I have four books and another one on the way; there’s my YouTube channel under the name Steve Fretzin; and my “BE THAT LAWYER” podcast with over 450 episodes. There are even scripts I provide that you can read and rehearse to make talking to people simpler and easier.
Hack 4: Watch The Game Tapes!
Let’s face it, the Chicago Bears suck. They always do, and I wonder if they are even watching the game tapes to prepare for next week’s game. In client development, are you watching your own game tapes? Now, obviously, you’re not recording the meetings you go on, but maybe you should review your notes. What was your game plan going in and what actually happened? Rapidly debriefing your meetings could be highly revealing as you find gaps and missteps that have led to being ghosted or losing new client opportunities. Failure to reflect, learn, and improve will create long-term setbacks in growing a significant book.
Hack 5: Take The Shortcut And Invest In Yourself
Here’s a hack that might sound self-serving, but it works: Consider hiring a professional coach to evaluate your biz-dev skills. Whether you’re starting with no book of business or managing millions, everyone has room to grow. I’ve yet to meet a lawyer without the potential for improvement. Last week I met a lawyer who claimed to have over 10 years of business development experience. What I observed from speaking with him was that he had one year of biz-dev experience ten times. Makes you think, right?
Take a moment and think about how you became a great lawyer. You didn’t get there by accident — you had mentors, training, and years of experience. So why approach business development any differently? Investing in yourself is THE shortcut to building a stronger, more sustainable practice.
Ultimately, it’s up to you to look inward and figure out how to proceed in this coming year. I’ve made it abundantly clear that planning, tracking, rehearsing, and debriefing can all make a difference in your biz-dev game. The goal for anyone I coach is efficiency and results. Your knowledge of the law and your client base are the two things that you can take with you in this less-than-stable world we live in. Take charge of your future by mastering these hacks — and watch your success soar.
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 [email protected]. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin/.
