Creating a BD roadmap that gives fee-earners the confidence to step out of their comfort zones is the Moore Barlow way, writes Michelle Wheeler.
How does that old saying go? ‘You can lead a horse to water, but you can’t make it drink.’ I am occasionally reminded of these words in the context of coaching partners and fee earners in the art of strategic business development (BD) and personal brand-building.
Especially when operating within a partnership structure, lawyers are, understandably, very focused on the day-to-day business of living up to the expectations inherent in their job description as fee-earners. This often results in a failure to look up and recognise the changing topography of the world in which they operate. In other words, they don’t see that they are in the process of wandering into a different wood because they’re far too busy staring at the trees. One of the major challenges marketers therefore face in delivering effective BD coaching is persuading partners and fee-earners to think a little differently and adopt a new mindset.
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