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The Anatomy of a Successful Business Development Coaching Program

By Peter A. Johnson
January 27, 2011

Editor's Note: Many firms are investing in business development training and coaching programs for their attorneys. The following two-part article describes some of the considerations firms should make in designing a successful program. Part One herein introduces coaching concepts and outlines recommendations for the program design. Part Two, which will appear in the March issue, reviews the training implementation, from determining coaching assignments to measuring program success.

A Lawyer's 1980s Flashback: The market is flush with clients. Marketing is limited to business cards, brochures and reprints. CMOs and Marketing Directors don't exist in law firms. A “pitch” is about lawyers only ' the client's needs never enter the equation. Active listening is something clients do ' not their attorneys. To succeed, lawyers need only to produce an excellent legal product. Bringing in new business is not the sine qua non to becoming a partner.

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