
People
assume
that
because
I
have
a
Michael
Jordan
jersey
on
my
wall,
I’m
a
huge
Chicago
sports
fan.
When
the
Bulls
were
in
their
prime,
nothing
was
more
exciting
than
going
to
a
game
or
watching
them
dominate
from
a
local
bar.
The
truth
is,
I
don’t
really
watch
or
care
much
about
any
US
sports.
My
jam
is
Premier
League
Football
(soccer
to
us
Yanks).
Every
week,
I
catch
the
highlights
from
every
match,
not
to
support
a
single
team,
but
to
enjoy
the
sport
at
its
finest.
One
thing
that’s
always
bothered
me
about
team
sports
is
when
a
player
scores
and
celebrates
like
he
was
the
only
one
responsible.
What
about
the
defender
who
stole
the
ball
and
started
the
play?
Or
the
perfect
pass
that
set
up
the
goal?
The
best
players
know
their
success
depends
on
the
team,
and
they
make
sure
to
acknowledge
that.
When
I
see
a
player
score
and
point
to
the
teammate
who
made
the
assist,
I
know
they
get
it.
So
why
does
business
development
for
lawyers
often
feel
like
a
solo
effort?
For
many
attorneys
I
coach,
that’s
how
it
starts,
but
it
doesn’t
have
to
stay
that
way.
The
real
opportunity
lies
in
building
business
with
the
firm,
for
the
firm,
and
creating
a
wave
of
profitability
for
everyone.
Here
are
three
moves
to
help
your
team
(your
firm)
win
year
after
year.
Team
Move
#1:
Who’s
on
your
team?
It’s
hard
to
succeed
when
everyone
is
out
for
themselves.
Too
many
firms
focus
only
on
billable
hours
and
profitability.
Partners
keep
to
their
silos,
pushing
work
down
to
protect
their
pocketbooks.
Support
is
limited,
and
closed
compensation
models
make
collaboration
nearly
impossible.
Hopefully,
that’s
not
your
situation,
but
regardless,
you
can
still
build
a
winning
team.
Start
by
identifying
the
right
players.
Meet
with
colleagues,
build
relationships,
and
find
those
open
to
collaboration.
Aim
for
three
to
five
partners
you
like,
trust,
and
believe
in.
Choose
people
who
are
excellent
at
what
they
do
and
willing
to
share
clients
and
origination
credits.
You
can
even
ask
your
mentor
to
help
identify
good
teammates.
Be
aware
that
not
everyone
knows
how
to
share
or
collaborate
effectively,
so
avoid
those
folks.
Once
you’ve
found
your
players,
invite
one
to
meet
a
client
of
yours.
Show
how
collaboration
adds
value
for
the
client
and
for
the
firm.
From
there,
explore
what
each
of
your
teammates’
clients
might
need
in
other
practice
areas.
This
creates
new
opportunities
and
demonstrates
how
shared
success
benefits
everyone.
Team
Move
#2:
How
to
Cross
Market
Like a Pro
Cross
marketing
is
one
of
the
most
underused
yet
powerful
ways
to
develop
new
business.
It’s
also
one
of
the
easiest.
When
you
recommend
a
colleague
to
a
client,
there’s
a
trust
transference
at
play.
For
example,
if
you
tell
a
client,
“I
have
an
amazing
lawyer
two
offices
down
who
can
help
with
this,”
they’ll
almost
always
say
yes.
Cross
marketing
works
both
ways.
You
can
bring
in
business
for
your
partners
and,
in
turn,
gain
access
to
their
clients.
To
do
it
well,
be
curious
about
your
clients
and
their
world.
Ask
questions
about
their
daily
challenges
and long-term goals.
You’ll
uncover
needs
they
haven’t
mentioned
and
deepen
your
relationship
by
becoming
an
advisor,
not
just
their
attorney.
On
the
flip
side,
sit
down
with
your
partners
to
review
their
client
lists.
Look
for
issues
outside
their
practice
area
where
you
can
add
value.
If
your
partner
handles
employment
matters
and
you
handle
litigation,
explore
where
your
services
intersect.
Walk
through
their
top
clients,
brainstorm
potential
introductions,
and
outline
how
to
add
value
together.
The
more
integrated
your
services
become,
the
harder
it
is
for
clients
to
leave.
Team
Move
#3:
Treat
Your
Team
Like
Champions
When
cross
marketing
is
done
right,
everyone
wins.
The
goal
is
to
feed
work
out,
bring
work
in,
and
share
credit
fairly.
I
often
say,
“If
you
find
a
nugget
of
gold,
mine
it.”
The
same
applies
here.
Meet
regularly
with
your
partners
to
review
exchanged
work,
discuss
new
opportunities,
and
plan
joint
outreach.
Consistency
drives
success.
Don’t
neglect
the
human
side.
Take
your
partners
to
lunch,
grab
a
drink,
or
catch
a
show
together.
Invest
in
those
relationships
and
always
show
appreciation.
A
sincere
thank
you
goes
a
long
way.
These
relationships
can
pay
dividends
for
years,
even
if
one
of
you
leaves
for
another
firm
or
goes
in
house.
For
many
lawyers,
business
development
still
feels
like
an
individual
sport.
Eat
what
you
kill
and
enjoy
the
spoils.
But
for
those
at full-service firms,
I
encourage
you
to
think
differently.
Team
based
business
development
can
generate
more
work
than
almost
any
other
effort.
Some
of
my
clients
bring
in
million
dollar
matters
just
by
maintaining
strong
relationships
and
introducing
teammates
to
their
clients.
Working
together
isn’t
just
more
profitable,
it’s
smarter.
For
many
lawyers,
it’s
the
gateway
to
working
less
and
earning
more.
If
you
want
to
explore
how
to
make
this
approach
work
for
you,
reach
out.
I’m
happy
to
discuss
your
situation
and
help
you
gain
the
control
and
confidence
that
come
from
real
business
development
success. Just
email
me
at [email protected] or
visit www.bethatlawyer.com.
Steve
Fretzin
is
a
bestselling
author,
host
of
the
“Be
That
Lawyer”
podcast,
and
business
development
coach
exclusively
for
attorneys.
Steve
has
committed
his
career
to
helping
lawyers
learn
key
growth
skills
not
currently
taught
in
law
school.
His
clients
soon
become
top
rainmakers
and
credit
Steve’s
program
and
coaching
for
their
success.
He
can
be
reached
directly
by
email
at [email protected].
Or
you
can
easily
find
him
on
his
website
at www.fretzin.com or
LinkedIn
at https://www.linkedin.com/in/stevefretzin.












