These days, you can find a coach for just about anything. Coaching is all the rage. For example, there are leadership, executive, team, accountability, career, life, and personal coaches. Each of these serves a purpose and could be helpful for those on the receiving end. However, as somebody who works with attorneys, there is a glaring omission from the above coaching examples. This omission is business development coaching for lawyers. Far too many lawyers are uncomfortable, untrained, and undisciplined when it comes to business development. Plus, business development skills are not taught in law school and beyond. So, lawyers have few choices. They can wing it, fake it, ignore it, or get help to improve their business development skills. We vote for getting help – find a business development coach.
Understand the Definition
First of all, it is essential to know what business development is and what it is not. Business development is the sales function, not to be confused with marketing (branding, advertising, blogging, etc.). However, the word sales can cause attorneys to flinch. Instead, we think of business development as relationship building with potential clients and referral sources. As you build relationships with other professionals, you will have the opportunity to learn about their needs. During this time, you will uncover selling opportunities. Or, as we like to say, buying opportunities because it does not matter what you are selling or how you are selling; it matters what someone else is buying and how they are buying.
Why a Coach
Lawyers tend to be very busy. You have client demands, firm demands, and personal demands. And probably a whole bunch of other demands on your time. So, unless you’re a natural and very good at it, business development tends to fall to the bottom of your list. You know it is important but just can never seem to get to it. Sound familiar? A business development coach can keep you focused and on task. Here is how:
- Develop a Plan. A good business development coach will help you develop a strategic, practicable plan tailored to your needs.
- Brainstorm ideas. It may be tricky figuring out where to start if you are busy and alone. The coach can work with you to make sense of the chaos. Also, the business development coach can help you uncover opportunities that you did not even think about.
- The coach will make sure you are doing what you need to do. In other words, hiring a business development coach is an investment. A good coach will make sure your investment does not go to waste.
- Generate more revenue! At the end of the day, the business development coach should help you get more business from existing clients and/or open new revenue streams from referrals.
Well, we will be writing more about business development coaching for lawyers soon. In the meantime, feel free to reach out to us to learn more.