“Shaken, not stirred” is the way James Bond ordered his signature vodka martinis. Regardless of his mission, the explosive action taking place around him, or the obstacles in his path, 007 kept his attention focused on his target – and made every effort to “shake things up” along the way.


But imagine for a moment that instead of James Bond being a spy with a license to kill, he was actually a business development consultant. What could you learn if Bond focused on helping lawyers like you develop business? The James Bond approach to business development consulting would work with you to shake up what you’re doing so that you can market yourself more effectively and keep your clients satisfied. Developing business, after all, takes a variety of skills:

• Managing client expectations.
• Communicating and showing your value – both to your clients and to your firm.
• Creating a “wow” factor that expands your reputation.
• Seeing your clients’ perspectives.
• Using negative feedback to improve your client retention approach.

When you are committed to growing your business, you already have a target in mind. When you’re working with a business development consultant, you’ll be able to focus on reaching your business goals – and on making sure that you are shaking up your approach so that your strategies for getting and keeping clients are fresh, up-to-date and successful.

Whenever Indiana Jones set out on a quest to find an archeological treasure, trouble followed. We all sat on the edges of our theater seats as we watched our hero flounder, and then struggle to regain his footing–while simultaneously searching for the treasure and foiling the plans of those working against him.


Dr. Jones emerged victorious from even the most precarious situations by thinking quickly, calmly and creatively. The same practical skills that Indy used to outsmart movie villains can be used by lawyers interested in growing their practices. A great legal sales consultant will encourage you to take advantage of practical tips that will improve your marketing skills and your closing abilities.


With regular business development training, you’ll be able to focus on:

• Doing a periodic self-audit. Evaluate what’s working, what you’re enjoying, and whether or not there are certain tactics that you should drop because they aren’t helping you reach your goals.


• Co-marketing with your clients. When you share goals with your clients and can speak on similar topics, working together may be a great client retention tactic.


• Doubling and tripling your investments. When you invest your time in preparing an article or speech, get more mileage out of your work. Give that same presentation in another circumstance. Consider turning your speech into an article as well – and then use the text for handouts, for your email newsletter or add it to your web site.


• Developing your listening skills. While your speaking and listening skills are important when you’re in the courtroom, they also need to be equally fine-tuned while you’re in the office. Listening to your clients when they identify their needs is one of the most important things that you can do – especially when you want to be sure that you’re meeting your clients’ needs.


• Building a referral network that will help to increase your business. Networking with opposing counsel, connecting with past clients and even reaching out to the attorneys you went to law school with will help to ensure that more people are spreading the word about the services you offer.

In addition to focusing on your business, when you work with the right business development consultant, you’ll also be able to focus on yourself. Rather than becoming complacent, you’ll be able to grow and develop additional skills that will have a positive impact on your practice.


With regular business development training and self-assessment, you won’t be caught in the Temple of Doom – instead, you’ll be able to build a legal practice that you (and the firm’s managing partners) can be proud of!

Playing in the World Series is the ultimate dream of everyone who makes it to the Majors – in part because of memorable moments in the game. Though most everyone has their own favorite World Series memory, Babe Ruth’s ‘called’ home run stands out as a particularly great moment in baseball history. Despite heckling from the opposing bench and the crowd, the Babe kept a single-minded focus, pointing the bat out toward the center field bleachers. When his pitch came, Babe swung the bat and sent the ball flying well beyond the center field wall, scoring a home run.


When you undertake law marketing, it’s essential to identify and aim for a target, even if you can’t call all your shots–after all, successful business development doesn’t just happen. Law practices need to focus on developing a high pursuit rate for business development and taking advantage of every opportunity to close more business. Reaching sales goals also may mean creating more business developers by providing training to new associates and building a pipeline for future law selling.


Allocate the time necessary to scout the field, look for the openings, prepare your closing skills and aim for centerfield.

No one who met Bruce Banner and the Incredible Hulk would guess that they were one in the same—after all, how could a mild-mannered scientist also be a creature with superhuman strength? Attorneys focused on business growth are advised to take a lesson in duality from this iconic comic book character, learning to play both the adept lawyer and the dedicated client service team member. Providing high quality legal services is important – but you can’t count on it to be the thing that helps you keep clients coming back the next time that they need services.


When BTI Consulting Group conducted a survey of law firm client satisfaction, they found that more than 87% of clients were willing to replace their current law firm if there were a good reason to do so. Clients surveyed who were the most committed to their firms were those who received great legal services, who believed those services offered value, and who knew the lawyers they were working with were fully on their side.


As a result, if you want to keep your clients coming back for more, it’s time to transform the way they see you. Make sure that you’re staying on top of the latest information about your clients’ businesses. Focus on keeping your clients informed and make sure that you’re up-to-date on their changing needs. Take the time to ask what your clients need when they report back to the C-Suite and make sure that you get that information to them.


The commitment that you make to your clients keeps them with you. Focus on developing great client skills and create value even when you’re not actively providing case services and you’ll find that your clients are a strong foundation for client retention.

Many lawyers who are just getting started feel like small fish in a big pond–and as a result, they feel safer swimming in the circles they know rather than venturing out into open water. These lawyers would benefit from the lessons taught by the adventurous cartoon fish Nemo when it comes to exploring the world beyond their own little part of the legal ocean.


Savvy lawyers understand that the connections you make now create business development opportunities for the future. If your goal is to become a big fish like Nemo, you’re going to need to get out there. Focus your actions on personal development, and establish yourself by:

• Getting involved in community activities, bar events and other functions where you can meet other lawyers and business professionals who can send clients your way.
• Keeping in touch with your law school classmates – interacting with your colleagues allows you to strategize business development, gain referrals and keeps you fresh. Because of this, some firms encourage even first year associates to take ten law school classmates to lunch every year.
• Networking with a focus on professionals who can bring business in the future.
• Connecting with your peers on every case – both your co-counsel and opposing counsel.
• Building and consistently updating your contact list (not just your contacts on Facebook and other social networking platforms); focus on reaching out to your contacts three times a year and you’ll be taking an important step toward long term successful legal sales.
• Creating an “elevator message” that defines you and your firm in 20 seconds or less.
• Keeping your bio updated with your recent accomplishments.

With business development training, a solid reputation both within your firm and in your community, and great closing skills, you’ll be able to create success.

The next time your kids are watching Sesame Street on a Saturday morning, consider sitting down and taking in the show yourself. One of the show’s most beloved characters, the ever-optimistic Elmo, is not just helping your children learn how to solve problems and interact with others-he’s actually providing great lessons for young lawyers who want to become successful in legal sales.


One of the main things young lawyers can learn from Elmo centers on the power of internal marketing. (After all, Elmo didn’t become one of the show’s most popular characters and the star of Elmo’s World by underperforming!) Attorneys must realize that internal marketing is about establishing yourself within your firm. By using your actions and successes to market yourself to the partners in the firm, you will build a strong foundation for your career.


There are a few things to keep in mind in when your focus is on internal marketing:

1. You must contribute to an overall higher level of client service.
3. Your work should have a positive impact on the way that clients see your team, the partners and the firm.
4. As you focus on being a great lawyer and honing your skills, the clients you work with will begin to call on you more frequently.
5. Your successes bring value to the business of your law firm.

For young lawyers as well as those who are more established, the single best attorney selling tool is high quality legal work. Ask questions. Develop new skills. Then focus on internal marketing, giving your clients your best and getting noticed by the partners in your firm. When you do, you will have clients who come back for additional services and you’ll begin to receive referrals from the partners – and then you’ll be able to look at external marketing, something that we’ll be discussing in an upcoming post.