Bring Sam-I-Am into Your Business Development Goals

If you are at a law firm, you are probably thinking about business development plans, resolutions, goals and potential ways to improve your approach

With two young boys, it has been a thrill to be re-acquainted with one of the best children’s books of all-time.  The famous refrain “I do not like green eggs and ham. I do not like them Sam-I-am!”  from Dr. Seuss’ Green Eggs and Ham rings true today as much as when the book was first printed on August 12, 1960.

Sam-I-am invites his “client” to a buffet of green eggs and ham and receives a clear, resounding “NO!” In total, Sam-I-am gets rejected 69 times. 69 TIMES?!  Each rejection becomes only more emphatic than the preceding one. It is only after the grand 70th ask, that Sam-I-am convinces his “client” that green eggs and ham are exactly what he needs. Not only did Sam-I-am make the same ask 70 times over, but he also did it with flair – in boats, cars, trains, houses and even in the dark.  Each new ask on the same theme (my “client” will like green eggs and ham) was presented in so many fun and interesting ways.

We are upon a new year and a time for looking forward.  If you are at a law firm, you are probably thinking about business development plans, resolutions, goals and potential ways to improve your approach.  Whether it is a greater commitment to writing and speaking or to developing relationships, the new year always presents new opportunities.

After several weeks of working towards these new business development goals, it will only be natural to encounter resistance. Internal firm stakeholders and potential firm clients may not be as excited about your efforts as you are.  This exact moment is when I challenge you to find your inner Sam-I am.  Here are some ideas for finding joy in resiliency, so you can achieve your business development goals:

Don’t Stop! Ever! – Are you prepared to find 70 different ways to achieve your goal?  Sam-I-am is resilient as ever.

Set a Clear Goal – Sam-I-am was on message throughout his 70 asks.  He knew he wanted his “client” to try green eggs and ham.  When you are approaching your business development, are your goals and asks equally clear?

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Selling is Asking Questions – Sam-I-am never stopped asking questions of his “client.” The more the “client” said no, the more that Sam-I-am learned about his preferences. What kinds of questions are you asking your “clients?”

Change is Hard – Don’t expect your stakeholders to “get it” immediately.  Understand that different people process new concepts in different ways.  Be patient and enjoy the process.

Maintain your Composure – While his “client” got emotional quite quickly, Sam-I-am never lost his cool. Recognize that your stakeholder might be under competing pressures and may not respond calmly to your requests.

Identify all Available Resources – We live in a world with limited time and resources.  Sam-I-am was able to use boxes, trains, boats, goats, foxes, houses, mice, and trains to communicate his ideas.   If you are in a firm environment, be creative about how you leverage your business development, marketing, communications and professional development colleagues.

Rejection is Not Personal – Sam-I-am does not take rejection personally. He deflects the negative response and moves on.

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Propose Alternatives – Sam-I-am found new situations and environments for his “client” to “consume” the green eggs and ham.

Here’s to a resilient new year!

Jason Levin founded Ready, Set, Launch, LLC®, www.readysetlaunch.net, after a career in brand management at Unilever, consulting at Accenture and employer branding sales at Vault.com.  Business development and outplacement transition coaching is his passion, and Jason partners with law firms to further engage and develop their attorneys through training and outplacement.  Jason works with his clients to develop a business plan, land that next client, elevate their personal brand, make a career change, or transition into retirement. Jason enjoys speaking on and moderating panels and presenting career and business development seminars and webinars at staff retreats, conferences and training sessions.  Jason is “an attorney by marriage.”  You can email him at jason@readysetlaunch.net and follow him on twitter @jasoncareers.