Lawyers often tell me they know what they “should” be doing when it comes to business development (BD). They’ve read the books, read the articles, attended the webinars, and sat through the firm’s training sessions. Yet, little changes. The real challenge isn’t knowing what to do – it’s consistently doing it.
That’s where accountability and regular reflection come in. Without them, even the best BD plans stall.
Accountability: The Quiet Driver of Action
We all perform better when someone is keeping track. That’s not a weakness – it’s human nature. Athletes have coaches. CEOs have boards. Lawyers, though, are often left to self-manage their BD, even when they’re already overloaded with client work.
Accountability doesn’t mean pressure or judgment. It’s about structure and momentum. When a lawyer knows they’ll be checking in – whether with a coach, a mentor, or even a peer – they’re far more likely to make that follow-up call, send the article, or book the lunch. Not because they’re being policed, but because there’s a subtle external prompt to follow through.
Reflection: Progress Hides Without It
Just as important is taking time to reflect. BD is not a Set-it-and-Forget-it activity. What worked last quarter may not work next. Some targets pan out, others don’t. Without pausing to ask What’s working? What’s not? What needs adjusting? – lawyers end up repeating the same actions expecting different results.
I’ve seen significant breakthroughs happen during a 10-minute reflection: realizing that one industry source of work is drying up while another is emerging, or that certain outreach feels inauthentic and needs to be reworked. Reflection sharpens focus and ensures the effort aligns with both market reality and the lawyer’s strengths.
The Combination is Powerful
In my coaching work, I’ve found that the simple rhythm of accountability plus reflection – done monthly, every other month or even quarterly – can transform a lawyer’s BD approach. It creates a sustainable cadence where action is taken, results are assessed, and strategies evolve.
Firms that embed this into their culture see the difference. Not just in individual performance, but in the collective momentum that builds when BD becomes active, thoughtful, and responsive.
If you are a lawyer aiming to strategically enhance your business development, I’m available to help. Let’s arrange a complimentary discussion to explore how coaching might aid your progress and address any queries you might have. Please reach out to me at larry.stroud@korverge.com to schedule a time.
I do ‘Business Development’ coaching. Not life coaching. Not career coaching. The coaching is specifically tailored to business development in the legal profession. My focus is on helping lawyers build and retain client relationships, as well as winning new clients.
I have been a partner at two international firms and have dedicated the past 20 years to coaching individual lawyers in business development.
My clients range from lawyers in national and international law firms to those in regional, small office, and specialized boutique firms, as well as solo practitioners. Based in Toronto, I work with clients throughout Canada, having also worked in several other countries. I’m typically engaged either by individual lawyers or firms on a retainer basis to provide ongoing coaching for their lawyers at various stages of their careers, and in certain cases, to lead targeted workshops.