It’s amazing what you can learn about lawyers when you take the time to ask.
For the last 15 years, I have been formally and informally surveying private practice lawyers about the biggest obstacles they face to engaging in and succeeding at business development.
For example, I frequently design and deliver business development workshops for law firms. Prior to meeting with the attorneys, I typically have them complete a 5-minute survey so I can learn about their experiences with BD, how they feel about doing it, and what opportunities and obstacles they are facing.
The results are almost always the same, particularly when it comes to the question of why many lawyers DON’T tend to concentrate on business development.
What Lawyers Say About Why They Can’t Develop Business
I often pose the following question: What are your biggest obstacles to consistently engaging in business development activities?
Here are the top 7 responses:
1. “I don’t know how to do it or where to begin.”
2. “I’m too junior for BD – I need more expertise under my belt before I can even start.”
3. “I’m not a natural networker” or “I’m an introvert.”
4. “I don’t have time – there’s already plenty of work on my desk.”
5. “I don’t want to ask for favors or impose on others.”
6. “I hate selling and wish I didn’t have to do it.”
7. “I’m afraid I won’t be successful” or “I lack confidence.”
A Common Thread
Have you noticed the one similarity shared by all the reasons (aka excuses) listed above?
They are all INTERNAL obstacles, meaning they are roadblocks you, rather than people or circumstances outside your control, are putting in your own way.
(In fairness, many internal obstacles are cleverly disguised as external obstacles, particularly the very seductive “I don’t have time” excuse.)
Career and executive coaches often refer to the thought processes behind internal roadblocks as Gremlins or Head Trash. Every person on the planet (you and me included) has an internal voice that talks smack about you and gives you a whole laundry list of reasons why you shouldn’t or can’t do something, try something, or succeed at something.
From an evolutionary perspective, your Gremlin is filling your head with all this doom and gloom in an effort to keep you safe. After all, you may become hurt, upset, exhausted, or embarrassed if things don’t work out the way you want.
The problem? In an effort to keep you SAFE, your Gremlin keeps you SMALL. You don’t even try, and you give up before you start.
Is it understandable that you would feel that way? Sure! Everyone can relate to fear, discomfort, and insecurity.
But is it desirable? That’s a hard no.
Taking Out the (Head) Trash
Let’s take these common obstacles one by one and consign them to the compost heap.
1. “I don’t know how to do it or where to begin.”
You’re not alone! Law school certainly didn’t teach business development and most law firms don’t either. The good news is that business development mindsets and skills can be learned. There are coaches and other professionals who can help you.
2. “I’m too junior for BD – I need more expertise under my belt before I can even start.”
While you may not be able to bring in clients just yet, you CAN start to develop the mindset, skills, and habits of successful rainmakers. If you wait until you’re a partner or want to become a partner, you may find that it’s harder to teach an old dog new tricks and that you don’t have the robust network you could have otherwise had.
3. “I’m not a natural networker” or “I’m an introvert.”
Networking is not just for extroverts or people who might be considered the life of the party! Interestingly, more lawyers than not are introverts and many of them have substantial books of business. It’s all about doing what’s energizing for you. For introverts, that may mean spending more time on one-to-one relationship building and less time at large, impersonal, ballroom-type networking events, for example.
4. “I don’t have time – there’s already plenty of work on my desk.”
This one’s a doozy! Yes, you are busy. Yes, law firms make money on the billable hour. But you have the same 24/7 as everyone else. It’s not about the number of hours in a day; it’s really about how you prioritize your time. There IS a way to incorporate BD activities into your daily routine without burning yourself out.
5. “I don’t want to ask for favors or impose on others.”
Good news, you don’t have to be greedy or needy to develop business. In fact, it doesn’t work anyway!
6. “I hate selling and wish I didn’t have to do it.”
Again, showing up like the proverbial used car salesman repels people rather than attracting them, so no worries about needing to be pushy.
7. “I’m afraid I won’t be successful” or “I lack confidence.”
The truth? Once you get started, your confidence will begin to grow. And you’re not alone in being afraid your dreams won’t come true. But so far you’ve been able to accomplish a lot of what you’ve genuinely committed to do, and business development is no different.
What’s Getting in YOUR Way?
There are two things you can do to begin tackling the obstacles you are putting in your own way:
Identify them. What are the negative stories you are telling yourself that are causing you to stay stuck? How are those messages causing you to get in your own way? (Keep in mind this doesn’t mean beating yourself up about it; simply identify and acknowledge).
And then, question them. Your Gremlin is not exactly the voice of Global Truth. She’s the voice of the Overly Cautious You rather than the Brave Badass You. And sometimes she just needs to be told “Thanks for your concern, but I’ve got this!”
When you identify obstacles to your own success and refuse to accept them as truth, you’ll have the opportunity to develop the mindset, skills, and habits of successful rainmakers, and you’ll be on your way to developing a robust book of business.
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Ready to become a rainmaker? Or looking for a powerful way to support your women attorneys’ growth and development?
Become a member of the 2024 Ignite Women’s Business Development Accelerator or sponsor a woman at your firm to join the program!