Living in the Chicago suburbs means I see plenty of squirrels. I have never hit one with my car, but not for their lack of trying.
You know the routine. A squirrel darts into the street, freezes, turns back, changes its mind again, and then makes one final panic-filled sprint. There is plenty of movement, but no apparent plan or commitment to a direction.
Unfortunately, that looks a lot like the way many lawyers’approach business development.
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They attend a networking event, have a few lunches, post on LinkedIn for two weeks, and then disappear into their billable work. A month later, they panic about their pipeline and start running again. There is activity, but no direction or consistency.
That is not business development. That is squirrel behavior.
The real issue is not whether lawyers understand the value of having clients. Most do. A book of business creates leverage, security, independence, and more control over your career. The problem is that many lawyers never commit to a plan and process long enough to produce results.
When you rely entirely on other partners to feed you work, you are dependent on their clients, their decisions, and their continued generosity. You may be an outstanding lawyer, but you still have limited control over what you work on, who you work with, and where your career is headed.
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It also does not require becoming a stereotypical salesperson. Legal business development should not involve pitching, chasing, or convincing people to hire you. That is, if it’s being done properly. It is about identifying the right people, understanding their needs, building trust, and staying visible and helpful until an opportunity develops.
The lawyers who struggle most with legal business development are not lazy. They are simply unplanned and unfocused, like that squirrel. They accept random coffee meetings, attend random events, and pursue random online activity without knowing who they want to meet, what problems they solve, or how any of it connects to revenue.
Random activity produces random results.
A better approach starts with direction. Identify the clients and referral partners who matter most. Choose a small number of business development activities that fit your strengths. Create a follow-up process. Then execute every week, including the weeks when client work is busy.
That last part is where most lawyers fall apart.
They treat business development like an emergency project instead of a professional habit. When work is slow, they network. When work picks up, they stop. By the time the pipeline thins out again, they are starting from zero.
Rainmakers do not operate that way. They have plans and systems in place that are unshakable. They know who they are targeting, how they will stay in touch, what value they can provide, and when to follow up. They do not need to be the most outgoing person in the room. They need to be organized, helpful, and consistent.
Business development is a learned skill, just like taking a deposition, trying a case, or negotiating a deal. You do not need to invent the process yourself. You need to study what works, find an approach that feels authentic, and practice it until it becomes part of how you operate.
Whether your goal is to make equity partner, build a million-dollar book, open your own firm, or simply feel more secure, hesitation will not get you there.
Pick a direction. Follow a plan. Keep moving.
And stop running back to the curb every time business development feels uncomfortable.
For more information about coaching, training, Rainmaker Roundtables, and the BE THAT LAWYER Community, visit BeThatLawyer.com. To talk with me directly, email [email protected].
Build your book. Own your future. BE THAT LAWYER!
Steve Fretzin is a five-time bestselling author, host of the BE THAT LAWYER and Future Rainmakers podcasts, 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™ approach. His clients consistently become top rainmakers and credit his coaching and systems for driving meaningful, measurable growth. Steve can be reached directly at [email protected], or through his website at www.bethatlawyer.com. Connect with him on LinkedIn at https://www.linkedin.com/in/stevefretzin. His ALL NEW BE THAT LAWYER Community is changing how lawyers develop the skills never taught in law school. Learn more at www.bethatlawyer.com/community.