This
article focuses on how successfully developing new business is a lot like playing
baseball. Here’s how:
§ Having
a Winning Season
– For a baseball team to have a winning season, all players and staff need to
perform at their peak. The same is true for lawyers and law firms. Every
attorney and staff member can contribute to new business development in one way
or another to help ensure the firm has an excellent year. But if lawyers and
staff members do not fully understand their roles and expected contributions,
they may not perform at their peak and the firm may not have as successful a
year as hoped.
§ Spring
Training – Some
baseball players show up to spring training camp in top shape, while others use
spring training as a means to reclaim peak performance. The same is true for
lawyers and law firms when it comes to new business development: many engage in
what they define as business development only when they have time or feel like
it. But in order to “play” effectively, it is important for lawyers to get and
stay “in shape,” i.e., to put in the work to hone their knowledge and skills
all year long.
§ Recruiting
Star Players – When
a Major League Baseball team acquires new talent, the team devotes significant
and very focused time and resources to guiding, instructing and teaching the
new player in order to ensure success. Most major law firms also rely heavily
on lateral hires/acquisitions to fuel growth. Yet based on numerous survey
findings and the continuing turnover of many lateral partners, few law firms
have an effective lateral integration and development processes to ensure success
for their (very expensive) laterals.
§ Understanding
the Rules of the Game
– Baseball players have a deep, master-level understanding of the playing field
and all the nuances associated with the game. Most lawyers realize new business
development is a relationship “game,” but they do not know all the ins and outs
or the proven science of successful attorney-client and/or attorney-referral
source relationships. Nor do they fully understand the process of new business
development – which is in fact, like both baseball and the practice of law, a
linear, proven and relatively predictable process.
§ Scoring
– While hitting
a grand-slam home run in baseball is ideal, it’s not the norm – it is the
exception, which is why proven home-run hitters are paid so much. The majority
of runs in baseball are scored after a series of fielded hits that allow the
players to advance from base to base. The same is true for effective business
development for lawyers. Rarely (if ever) will a company or client assign a
lawyer all their outside legal work (the equivalent of hitting a home run in
baseball). Instead, they normally offer a much smaller piece of work (a “base
hit”), perhaps one case/matter or a conflict situation, which gives the lawyer
the chance to prove his or her capabilities to the client and perhaps further
develop the relationship.
§ Fielding
Starters, but Having Backup
– Without knowing each player’s skill set – exactly which player is best at
which skill – most baseball teams will flounder. The same is true for law
firms, the majority of which still expect each and every one of their lawyers
to engage in what they define as new business development: speaking, writing
and attending conferences, seminars and events. But these are really more
marketing or awareness-generating activities, which many lawyers do not enjoy,
like or excel at. In addition, many lawyers do not have a clearly designated
backup lawyer(s) for every client, case or matter in the event that they get
injured or are out of the game for any reason.
§ Practicing
in the Batting Cage –
To ensure peak results when going to bat, baseball players use the batting cage
regularly to hone and refine their skills. Lawyers interested in becoming the
best rainmakers or business developers they can be also need to regularly
practice and hone their skills. There are numerous proven resources available
for lawyers and law firms to assess, review, and/or upgrade their new business
development program and initiatives.
Just
like baseball players and their team, with focus, discipline, hard work and a
little luck, you and your firm can become even greater champions!
