What to Do When You Don’t Want to Do Business Development (But Know You Need To)
If you’re a lawyer who dreads business development, you’re not alone. Many brilliant attorneys avoid it, even though they know it’s key to advancing their careers.
Here’s the truth: you don’t need to love business development or be a “natural” to succeed. You just need the right mindset and a workable system you can stick with.
Common Barriers
Most resistance comes from internal voices, not external ones:
Self-doubt: “I’m not cut out for this.”
Comparison: “I need to do it like everyone else.”
Fear of rejection or discomfort: “It feels salesy. What if they’re judging me?”
Perfectionism: “I’ll start once I have the perfect plan.”
Unrealistic expectations: “If I don’t get results fast, it’s not working.”
Avoidance feels safe, but it costs you relationships, opportunities, and growth.
Mindset Shifts
Overcoming those barriers requires a mindset shift. Here are a few things to keep in mind:
Business development is learnable. Like law – or tending to a garden – you get better with effort and practice.
Do it your way. The best business developers are upfront about their strengths and limitations, and they lean into their authentic style.
Discomfort = growth. Feeling awkward doesn’t mean you’re doing it wrong. It means you are on the edge of growth.
It’s all about relationships. Business development isn’t about selling. It’s building relationships and offering value.
Expect setbacks. Business development is a numbers game; some seeds grow, some don’t. Your job is to focus less on outcomes and more on effort and showing up with integrity.
Play the long game. Small, consistent steps compound into big results.
The System
I have found that the system below has worked well to help my clients improve their development skills:
Make it a priority. Put business development on your calendar each week and protect that time like a client meeting.
Focus your efforts. Business development isn’t about chasing outcomes. It’s about building relationships and being present where opportunities can happen. It might look like grabbing coffee, checking in when there’s no active matter, collaborating across practice groups, sharing a helpful article, or showing up at a conference. Consistent, face-to-face conversations build trust, and trust leads to business.
Start small. Make a list of contacts: existing clients, prospects and old colleagues. Begin with a set number of reach outs each week. Consistency matters more than volume.
Set clear goals. Example: “Reach out to three contacts weekly and attend one conference this year.” Once you checked off what you intended to do, count that as a win, and celebrate it.
Track and review. Use a simple spreadsheet or notebook to track outreach and follow-ups. Tracking builds momentum and gives you real data on what works.
Find ways to enjoy it. Focus on the human side—helping others, reconnecting with colleagues, learning about client needs. Celebrate progress, not just outcomes. Surround yourself with peers or mentors who can share what’s worked for them. And, lastly, you are more likely to enjoy it if you lean into what feels most authentic.
Why Start Now?
Waiting until you “have time” or “feel ready” means you may never begin. Busy work might feel safe, but it doesn’t serve your clients, your career, or your future self. You became a lawyer to make a difference, and business development is simply another way to do that.
The sooner you build the habit, the more natural it becomes. Like muscle memory, once you find your rhythm it becomes part of how your legal practice. And like a garden, when you consistently tend to it, the results will naturally come.
I’m a lawyer turned executive coach, and I help attorneys thrive in their careers. If you’re ready for support with your next goal, drop me a note through the Contact page.
