Business development plans is often a gap at small to mid-sized law, consulting, architecture or other professional practice. The team may not want to do it. They don’t know how to do it well. They may have tried and failed and lost confidence along the way. You don’t have to give up in defeat, start over from scratch at every false start or even attempt to control the process and motivation, solely through metrics. Instead, reduce resistance and improve results by inviting curiosity and creativity into your business development plans.
The following are the two typical business development scenarios that present with the owners and teams at small to mid-sized professional practices preparing themselves for growth:
- Business development for individuals – Going from cautious to confident:
“…Sandra’s input and guidance was filled with creativity, intelligence and industry-specific know-how…” Benmor Family Law Strategies, Steve Benmor, Certified Divorce Lawyer & Strategist
In this scenario, the firm owner finds that they are seeking a way to stay relevant, personally and professionally. But they are reluctant to post on social media. Or they are posting without getting any traction. They are equally averse to taking clients to lunch, golf or hockey. That leaves them uncertain about a way forward. How to approach business development on their terms, to get their firm on the map.
The solution isn’t found in trying to force a circle into a square mould. Rather, it’s found by:
- Discovering more about your goals until you find a trail that catches your interest, aligns with your values and lights up your sense of purpose.
- Developing a business development plan that places you directly in front of your ideal clients or referrers, repeatedly.
- Refocusing your key messages to showcase your difference and value, in a way that is accessible and client-centric.
- Developing your authentic voice, so you can be bold, honest and open, enabling you to effectively engage and mobilize your network or community, online or off.
“…the added value that you provide has become a key success factor of Gottesman Associates…” Gottesman Associates, Deborah Gottesman, P.Eng., MBA
This coaching program is ideal for the owners of small firms or recently promoted partners at mid-sized firms. The scope of this program is customized to your needs, based on the business development targets you have set for yourselves.
Book a consultation to learn more about how business development coaching can support your goals for your small to mid-sized law, consulting, architecture or other professional practice.
- Business development for teams – The rise of associates:
In this scenario, partners are thinking about the need to build bench strength and possibly a succession plan. But the firm’s associates are, as of yet, mostly unknowns in their field.
You could take the conventional approach and assign metrics to each individual, for business development calls, meetings, lunches and events. You could include publications, speaking engagements, videos and networking in the mix. Along with some mentoring, marketing support and the technology or other processes that would allow for any necessary coordination, that may work perfectly well.
“Sandra is an experienced Marketing expert with considerable background. She asks great questions in order to provide the best advice and perspective. Her combination of experience gives her a lot to offer and she delivered what we needed on time and on budget.” FWBA Architects, Cheryl Dick, Managing Director
In some environments, however, you will face resistance and the challenge of enforcing accountability, at the risk of losing key members of your team.
What’s the alternative? Meet each person where they’re at to energize their natural creativity and curiosity. What would that look like? Start by finding out what they’re already doing and /or interested in attempting. It may surprise you to find that some individuals already have a following on Instagram or TikTok, regularly socialize with professional colleagues in complementary fields, know high-profile media contacts or passionately contribute their time to charitable causes. They may have creative ideas about how to develop innovative public-facing events and marketing programs. So, rather than placing expectations with formulaic requirements based on (possibly) outdated metrics that may dampen enthusiasm, invite your associates to share their interests and ideas. The process alone will be a powerful stride towards their growth as confident and vocal, leaders and rainmakers.
This coaching program is ideal for associates at mid-sized law and other professional services firms. The program is customized to your needs, the specific business development targets your firm has set as well as the number and level of the individuals who will be participating in the plan.
Book a consultation to learn more about developing a business development coaching program for your associates to support your goals for your small to mid-sized law, consulting, architecture or other professional practice.
