Seth Godin posted a blog recently titled: On being discovered. In it he said something that describes my strategy and approach to developing business.

Instead of hoping that people will find you, the alternative is to become the sort of person these people will go looking for.

I was meeting with a group of lawyers I coach over dinner when one of them asked me what was the most important client development step I took.

I narrowed my focus.

Why? One reason was my healthy paranoia. I was far more comfortable knowing a lot about a little than a little about a lot.

But, I also narrowed my focus to attract clients. To borrow Seth Godin’s line,

to become the sort of person construction contractors will go looking for when they need a lawyer.

I discovered early in my career that marketing yourself as a commercial litigator or as a corporate lawyer is a challenge.

If you are marketing to everyone, you are marketing to no one.

How do you distinguish yourself from the hundreds of other commercial litigators or corporate lawyers in your city?

When I narrowed from commercial litigation, to government contracts, to construction government contracts, to transportation construction government contracts, I better understood my potential clients needs and I received many more speaking and writing opportunities. In a few years, I was well known throughout the United States.

How can you narrow your focus?

You can either have a niche practice which is based on your specialty or you can have a targeted industry practice which is based on what your clients do. Even if you are a connector and networker, you can narrow the focus of the events you attend and become more focused on your best contacts.

If you are interested in learning more, take a look at my slides from a program: Developing a Niche Portable Practice.

Does your firm have anyone helping to develop the next generation of rainmakers?

Our firm didn’t have anyone, so I started coaching our new partners. I loved that work so much that I gave up my big partnership draw, left my law firm and started coaching lawyers full-time.


Over more than 12 years, I’ve figured out what I’ve done to  help the lawyers with whom I have worked:

  1. Identifying what is the lawyer’s definition of success
  2. Planning and goal setting to achieve the success
  3. Figuring out each lawyer’s major strengths and offering ideas and best practices on how to use those strengths
  4. Answering questions and providing feedback and suggestions
  5. Accountability: Pushing each member and the group to attain group and individual goals.
  6. Overcoming challenges.
  7. Role playing and experiential learning
  8. Presentation/communication/writing articles and blogs skills
  9. Understanding how clients select lawyers and how to be considered and selected
  10. Networking, developing relationships and converting those relationships into business
  11. Understanding what clients want and how to give it to them.
  12. Referral to outside sources on career and client development
  13. Opportunities for team building and cross-selling

Do you remember I recently wrote about the difference between teaching and coaching?

As you will see, the first six actions are in the coaching portion of the program and the last seven actions are in the training and teaching portion of the program.

I loved my law practice. I loved my clients. I appreciated what I was being paid, which was more than I ever dreamed possible.  But, there’s nothing better than receiving a hand-written note from a lawyer I coached several years ago, describing how the lawyer has become a top rainmaker, or leader in their firm.

If you know me, you know why that is so valuable to me.

On Tuesday I gave you the five questions to ask yourself if you are blogging and it hasn’t led to business. After you have answered the first five, you will be ready to answer these:

  1. Blogging Questions.jpgHow should you write your post? Your headline is the starting point. Each time you draft one assume that is all your potential reader will see before deciding to read any further. Do not bury the lead. The first sentence and first paragraph are essential. Once again you must answer your potential readers question: “Why should I read this?”
  2. How long should your post be? I believe it should be no longer than 250-400 words. If you need to write in greater detail, link to a more detailed document.
  3. What should your style be like? Your paragraphs should be short. Consider posting with a list. I know contractors all like check-lists and I believe other businesses do as well. Make your post conversational as if you were having coffee with the reader. Consider telling a story. I like to add an image to break up the text and make it easier to read.
  4. What links should you include in your post? As lawyers we like to prove a point. Our clients like support for a point as well. You can find the support in the news, cases or other supporting documents.
  5. What you should do to get your blog to more potential readers? When you begin blogging, send the first posts to your existing clients and referral sources. Also talk about your blog with your partners and colleagues who have clients who might be interested. If I was still practicing law I would send my blog to each construction association executive I knew personally and ask them to let their members know about the blog. Hopefully you are on LinkedIn and have linked to as many clients, referral sources and those who influence your clients. Post the link to your blog on your LinkedIn page. Post the link with a description on Twitter. Post the link to groups on LinkedIn. I read this great quote on Twitter last Saturday: “If I can’t comment, click a retweet button, or “Like” your blog, it’s called an article.”
  6. Are you building trust relationships through your blog?  Client development is all about building trust based relationships with potential clients. I define that type of relationship from the client’s perspective: He or she is asking: “Can I trust this lawyer to handle my matter?”  “What will it be like to work with this lawyer?” Your blog is your opportunity to demonstrate expertise and show potential clients a personal side of you.

Client development is all about being found when a client needs a lawyer and all about building trust based relationships.

If you want to start building a reputation and building relationships with clients focus on five important points. I know, I’ve made all of these points many times over the last 11 years. But, maybe I have not made them this succinctly.Man with beard in suit

  1. Client development is not about “selling.” It’s all about positioning yourself to be found when your clients need a lawyer, and then providing exceptional service.
  2. You will not develop client relationships merely by being a highly skilled lawyer and doing quality work. It is a necessity but only a starting point. Being a highly skilled lawyer is merely the price you pay to get in the game.
  3. Client development is not about what you do, it’s about what your clients need. Find ways to learn what they need and put the work you do in that context.
  4. Strive to differentiate yourself from your competitors. One way is to anticipate a potential problem or opportunity before other lawyers see it.
  5. Better yet, identify and provide solutions to problems before the client realizes there is a problem. That will do more to build a lasting relationship than almost anything you can do.

I hate to be sold anything and I know clients do not want to be sold. Many marketing consultants treat client development and marketing as if it were selling a product or service.

Perhaps that approach is based on their experiences outside of the legal field. When lawyers hear that approach they cringe each thinking about the cold calls they have received from boiler room stockbrokers.

Your clients are like you. They cringe at that thought of being sold anything by a lawyer. They know when they are about to receive a sales pitch from a lawyer and they resent it (and that lawyer.)

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If you are like me, cold calls are very difficult. How can you avoid it? Give something away without any expectation of getting anything in return. 

I did that throughout my career. Back several years ago the federal regulations on a topic of particular interest to the highway construction industry changed. Before the ink was dry on the revised regulations, I had written a summary in simple non-legal language with bullet points on what to do and what not to do. I sent my summary to as many potential clients as possible, as well as contractor associations who published my summary and suggestions in their newsletters.

You might say that was a cold call, but I looked at it as simply trying to help them understand something that was vague and confusing.  I did not include a firm brochure or any other sales materials. All I did was put my contact information on the cover sheet of the memorandum underneath the title. 

What is changing in your client’s world that you can identify, educate and expect nothing in return?



A lawyer I coached asked that question.

My answer:

I made presentations at construction industry meetings.

Scan 53How did I get the opportunity?

I was insatiable to find out what issues highway contractors would be facing in the future. Those, over time included:


I created detailed guides for contractors on each of the topics above and gave them away. Then, I was asked to make presentations.

Sounds like a lot of work. How did I find the time?

I never found it. I made the time. Usually from 6:00 AM to 9:00 AM on Saturdays and Sundays. I chose that time because, if Nancy wasn’t working at the hospital, she was either working out or…easing into her day, and our daughter was still asleep.

Recently, I participated in a program which included a panel of three in-house lawyers. They shared many valuable things to the lawyers who attended. One point they stressed was the importance of understanding their industry and their business.

I often say:

If you market to everyone you market to no one.

Over the years I have known many fine litigators who have told me they did not want to become “pigeon holed” into one area.

I started along the same path when I was trying to attract commercial litigation. The best moves I made were narrowing my focus and marketing efforts to construction contractors and later to the transportation construction industry.

Narrowing my focus to an industry enabled me to understand the problems and opportunities and changes contractors were dealing with, know the influencers personally, get opportunities to write in industry publications and to speak at industry events.

I was hired to help on construction projects, in part because I had studied and  understood how they were designed and built.


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Other professional services firms focus on industries. Large law firms are organized by practice groups based on the work they do and not on based on what the clients for whom they are working do. That is backward.

In my old firm I was asked to try and “cross sell” our labor and employment lawyers and environmental lawyers. Clearly this makes sense because the construction industry has lots of legal work in both those areas.

There was only one slight problem: None of our labor and employment or environmental lawyers understood the construction industry, much less established a reputation in the industry. They had neither written articles nor spoken at industry meetings. They had not even read construction industry publications.

How could I cross-sell their services other than on blind faith in my judgment? I often thought about what we could have accomplished if one or more lawyers in those groups had focused on the construction industry.

What do you know about your clients’ industry and their business? Find ways to continually learn more and you will become a more valued lawyer.

Some time ago I was eating dinner with a group of lawyers I was coaching. One asked me what I thought was the most important thing I had done to become a rainmaker.

For me the answer was easy.

I narrowed my focus and developed a niche for which I could become a “go to lawyer.”


After that I asked each person in the group to identify what he or she thought was the most important thing to do. No one was permitted to use something that had already been stated. Here is the list my coaching group identified.

  • Develop a plan and execute
  • Build relationships with your clients and business referral sources
  • Do the highest quality work
  • Be more responsive than the client expects
  • Be persistent, client development takes time
  • Be passionate and enthusiastic about your work and clients
  • Put in the time to do client development
  • Focus on client development activities that work best for you
  • Become a better listener and better at asking questions to enable you to learn more about the client
  • Make raving fans of existing clients and then focus on staying in touch with old clients

What would you add to this list?

Several years ago I coached Andrea, a young real estate partner in a large national Canadian law firm. When I coached her I discovered Andrea shared Nancy’s passion for golf and was “all-in” trying to become a better golfer.

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I spoke with Andrea the other day. Recently her firm sponsored a foursome in a charity golf tournament and Andrea’s foursome finished on top and won the $5000 first prize.

Each member of the foursome will receive $1000 and the team will contribute another $1000 to the charity.

Andrea asked how she should follow up with the two potential clients who were in the foursome. What would you recommend?

I thought she should buy golf balls and have the firm name, the event and the word Champions printed on the golf balls. I also thought she might bring the foursome together for some sort of fun golf outing or dinner. I suggested it might even be fun to invite spouses, and their children and host the dinner at her house.


If you are a regular reader you’ve read:

In 2016, it’s not what you know, it’s not who you know, it’s who knows what you know.

You have to be visible and credible to your target market. How can you do it?


For me it was writing and speaking. For others, it might be being active in the local, state bar association or the ABA. For others, it might be leading a community organization.

In this short video coaching session, I share some of those ideas with you.