Business Development for Lawyers in 2025 and Beyond: Why Investing in a Coach Can Transform Your Career
I’ve spent two decades working alongside attorneys, many of whom were never told that part of their job is to bring in new business. You go to law school and devote years to honing your skills in research and argumentation, then join a prestigious firm — sometimes even an AMLAW 100 giant — and quickly discover the truth: success isn’t just about being the brightest legal mind in the room. It’s also about cultivating relationships, leveraging networks, and consistently seeking out new opportunities. Yet time and again, I encounter lawyers who simply weren’t shown the ropes when it comes to business development.
The myth that “sales” is a dirty word in the legal profession has long been debunked. Over the years, I’ve spoken at dozens of partner retreats for regional and national law firms, and I’ve personally coached more than 100 lawyers on how to embrace business development as a natural extension of their practice. The consistent theme that emerges is this: the attorneys who figure out how to build a sustainable pipeline of work are the ones who thrive, not just financially but in terms of professional satisfaction. And in 2025, with AI rapidly reshaping how we conduct research and even manage certain aspects of client service, the importance of those human-to-human relationships is going to soar.
Business development might sound intimidating if you’ve never been taught the basics. But if you break it down, it’s about understanding your client’s needs, proactively finding ways to serve them better, and developing a sense of trust that keeps them coming back — and referring friends and colleagues, too. Those skills can be learned, and that’s where a good coach comes in. Like any professional athlete, having someone in your corner who challenges you to aim higher, do better, and push boundaries can revolutionize your approach to growing your book of business.
First, a business development coach will help you see that you do have the time. Most lawyers I talk to say they’re swamped, juggling billable hours, client demands, court dates, document reviews, and more. But as I remind them, business development doesn’t have to be a full-time gig; it needs to be built into the fabric of your schedule and integrated into everything you do. A coach can help you create a realistic plan that fits your day-to-day life, ensuring those critical networking and relationship-building steps don’t fall through the cracks.
Second, a coach helps you identify the right prospects and opportunities. Not all business development efforts are created equal. Some attorneys waste hours chasing leads that never pan out or forcing themselves to attend every networking event under the sun. A good coach will guide you to understand your ideal client, hone in on your niche, and leverage targeted strategies that yield tangible results. When you’re laser-focused on the right people, every interaction becomes more meaningful and more likely to generate the work you want.
Third, coaching provides real accountability. It’s easy to set lofty goals — “I’ll make five prospecting calls a week,” “I’ll write that article for a legal publication,” “I’ll schedule that lunch with a potential referral source” — but life gets in the way. A coach keeps you on track by checking in regularly, helping you troubleshoot challenges, and celebrating wins so you stay motivated for the long haul. In a profession where your schedule can feel like it’s set by a thousand outside demands, knowing someone is expecting a progress update can keep you from sidelining your own success plan.
Fourth, a coach provides candid feedback. Let’s face it: lawyers aren’t short on opinions, but it’s surprisingly difficult to find someone who will cut through the pleasantries and give you unvarnished truths about your pitching style, networking habits, or follow-through strategy. A good coach is there to fine-tune those tactics, help you learn from your missteps, and ensure you’re making incremental progress toward your bigger goals.
Finally, the benefits of strong business development habits extend far beyond the bottom line. The lawyers I’ve coached who integrate these practices find they become more connected within their firms and with their clients. Their reputations grow as trusted advisors, not mere service providers. They build a network of colleagues and clients who value their perspective, see them as go-to resources, and foster word-of-mouth referrals that accelerate their careers. Plus, when you’re actively engaging with the market, you develop insights about where industries are headed, what trends are emerging, and how to position your firm for the future. That type of intel is priceless.
Yes, AI is reshaping the legal world, and it’s going to keep changing how we work. But it will never replace the human element. People still do business with people, and there’s an art to building and maintaining those relationships that only a proactive attorney can master. So if you’re serious about taking your legal career to the next level, give yourself a gift that will pay dividends for years: hire a business development coach. There are many qualified coaches out there who can help you refine your approach, hold you accountable, and expand your network. If you consider me, I’d be honored to walk you through the steps I’ve seen help countless lawyers find and retain clients. But more important than who you hire is that you hire someone. Don’t let your competition beat you to the punch — or to the client’s door — because they took business development seriously.
2025 is calling. It’s time for lawyers to rise above the clamor of AI-driven services and automated research by doing what technology can’t — developing genuine connections that foster trust, loyalty, and long-term success. Your clients need your expertise and your wisdom. Investing in a coach ensures that you’re not just collecting information, but also using it in the most impactful way possible. If you’re ready to change the trajectory of your career, start by making business development a top priority. The window of opportunity is wide open — step through it.
******************
Thom Singer, CSP, has a unique niche coaching business / corporate attorneys on how to create the skills that lead to opportunities. He regularly speaker at partner retreats and legal conferences about how to create a sustainable career. He only coaches a few lawyers each year, but if you are the right match he will leave you asking “why did my law school not teach a class on business development?”. Thom (at) ThomSinger.com / 512–970–0398
