The Olympic Ski Jump Approach to New Business Development
Ski jumping isn’t a sport for the faint of heart. While countless hours of training are undertaken before a skier ever makes it to the gate at the top of a ramp, once there, only two options remain:
- Pack up the skis and back out.
- Put training and experience to work and “jump to it.”
New business development for legal sales is a lot like ski jumping. After working with a law marketing advisor and perfecting your strategies, when you’re faced with a business development opportunity, you will be ready to make a move. Whether you need to ask for an introduction, reconnect with old colleagues, or uncover hidden connections, the action you take will help determine your success.
Recently, a client came to me because a utility company that accounted for 25% of his work was being acquired. My client knew no one at the acquiring corporation, but I suggested taking a quick look at the acquiring company’s board of directors to identify those who might be employed by his firm’s other clients, asking for an immediate introduction to the general counsel and head of litigation for the acquiring corporation, and letting them see what he could bring to the table.
Turning away from the gate may have seemed like the safer option, but my client chose to trust in his training and experience and take the plunge. He’s now the lead counsel for both companies’ litigation in their specialty areas.
