Steve Fretzin | Get Out of the Friend Zone and Turn Contacts Into Clients

Steve Fretzin

Steve Fretzin is the President of Fretzin, Inc., where he provides legal business development services for attorneys. With over 20 years of coaching experience, Steve works with lawyers in all practice areas, ranging from startups to attorneys at large firms amassing over $6 million in billable hours annually. As a best-selling author and the host of the Be That Lawyer podcast, he has been featured in the Chicago Tribune and and has appeared on NBC News and WGN Radio. 

Steve has authored four books on legal business development and written articles for the Attorney at Law magazine, the National Law Review, the American Bar Association, and the Illinois State Bar Association. Focusing exclusively on advancing lawyers’ business development skills, he offers two programs: an MBA-level coaching and training session on business development and a peer advisory roundtable for experienced attorneys looking to further their success.

Steve collaborates directly with lawyers to create custom plans that deliver tangible results based on their specific business goals. His methods help attorneys develop a more successful law practice, and he shows them how to turn contacts into clients.

Google Podcast
Radio Public
Tune In

Here’s a glimpse of what you’ll learn: 

  • How Steve Fretzin’s background prompted him to focus on legal business development
  • Business development trends in the legal industry 
  • Networking tips for engaging your target audience 
  • Transitioning out of the friend zone: converting connections into clients 
  • How to influence purchasing decisions
  • Steve shares advice for overcoming the discomfort of asking clients for referrals

In this episode…

Most lawyers aren’t well-versed in the art of sales, which can hinder their firms’ growth potential. They join associations to develop connections but can become uncomfortable when faced with soliciting clients and partnerships. How can you obtain the most value from these opportunities and acquire new clients to grow your practice?

Although not a practicing attorney, Steve Fretzin has spent his entire career coaching attorneys on networking, client acquisition, and business development. He encourages lawyers to shift their approach and target their ideal audience. This includes engaging with prospective clients, referral sources, and circles of influence to build trust and likeability. But true business growth occurs when you convert associates and friends into clients. Steve suggests listening to and understanding your prospects’ needs and demonstrating authority to establish relationships.

Join Elise Holtzman in this episode of The Lawyer’s Edge Podcast as she interviews Steve Fretzin, the President of Fretzin, Inc., about turning friends into law firm clients. Steve shares the most recent business development trends in the legal industry, how to influence buying decisions, and how to avoid discomfort when asking clients for referrals. 

Resources mentioned in this episode:

 Sponsor for this episode…

Today’s episode is brought to you by the Ignite Women’s Business Development Accelerator.

Ignite is an 8-month business development program created by women lawyers for women lawyers.

Ignite is not just a one-off seminar or a series of seminars. It’s a carefully designed business development program containing content coaching and a community of like-minded women who are committed to becoming rainmakers and supporting the retention and advancement of other women in the profession.

To learn more about Ignite, visit

Are You Ready To Thrive & Grow?