A Lawyer’s Guide to Making the Most of the Coaching Relationship
Congratulations! You’ve done something that many lawyers talk about but not everyone makes happen: you’ve chosen a business development coach!
Your decision to hire a coach signals that you’re serious about growing your practice and that you are willing to invest in yourself, and ready to approach business development with intention.
You should feel really good about this choice.
Now that you’ve made the commitment to support your business development efforts with professional guidance, how do you make the most of it?
Here are some practical ways to set yourself up for success.
Be Honest
Your coach isn’t there to judge you. They’re there to help you move forward. Coaching works best if you establish an honest, candid relationship. In fact, a good coach will set the expectation on the first day that you are in a safe space. If that is not crystal clear, confirm that you have complete confidentiality. This agreement allows both of you to share your true feelings as you uncover what works, what doesn’t, and where you need to push a bit harder. The more transparent you are about your challenges, the more tailored and effective your plan will be.
Trust the Process
As you likely understand, business development is not a one-size-fits-all process. It needs to be tailor-fit for your needs. Your coach will work with you to build a business development plan that reflects your strengths, your practice area, and your goals. But a plan only works if you act on it. Business development takes time, and the lawyers who see the best results are the ones who trust the process and stay consistent, even when progress feels slow.
Be Prepared for Your Coaching Sessions
Think of a coach as a trainer. You wouldn’t run a marathon without putting in the miles in between sessions, right? Your trainer can map the route and set the pace, but you have to do the running. It’s the same concept with your business development coach. Come to your sessions having done your homework but also bring questions and topics you want to discuss to move the needle further. The more you invest between sessions, the more productive the sessions themselves will be.
Embrace Accountability
One of the best reasons to work with a coach is to have an accountability partner. When you know that someone is going to ask how you executed on the tactics you committed to, the more likely you are to follow through. A great coach creates structure around your goals, establishing small steps to achieve short- and long-term goals so that business development doesn’t keep getting pushed to the bottom of your to-do list. Let accountability motivate you.
Be Patient with Yourself
I’ll say it again, business development takes time. The relationships you are building now are investments in your future practice. Don’t measure your coaching success only by the short-term successes. Measure it by the habits you’re building, the confidence you’re gaining, and the relationships that are deepening. The work you do now creates a foundation that compounds over time.
Prioritize Your Sessions
Treat your business development commitments as you would your client work. Don’t cancel your appointments with your coach unless there is a true client or personal emergency. By pushing off your coaching sessions, you are diluting your effectiveness. Oftentimes, you have made some progress on your business development efforts without even realizing it. And if you really haven’t made any effort, a session is a great restart button.
Communicate Openly
Authenticity is the foundation of all strong professional relationships, including the one with your coach. Build your coaching relationships using trust and communication. If the pace feels too fast or too slow, say so. If a particular strategy doesn’t feel authentic to who you are, speak up. Your coach wants to hear it. The best outcomes happen when the relationship feels like a true collaboration.
Celebrate All Achievements
Recognizing progress (even the smallest victories) fuels your momentum and reaffirms the commitment you have made to stronger business development. That follow-up email you sent, the conversation you initiated at a conference, the article you drafted for the first time…all of these matter. Give yourself a few moments in each session to acknowledge what went well before turning to where you need a little more focus. Small wins compound into big results.
Make it Count
Business development doesn’t have to be mysterious or torturous. With the right coach and the right mindset, it is manageable (and dare I say even rewarding). The lawyers who get the most out of coaching aren’t the ones with natural sales instincts. They’re the ones who are willing to do the work and keep at it over time.
Do you have more questions or want to discuss coaching? I would welcome a chance to talk about you and your practice and how I may help you build more visibility and bring in more work. Please connect with me at [email protected].