The Practice Group Leaders Playbook for Creating a Culture of Business Development

Course Description

Practice Group Leaders have a unique ability to shape the business development culture of their group, and, by extension, the entire firm. Yet many leaders are never taught how to effectively drive accountability, encourage participation, foster collaboration, and create an environment where business development becomes part of the group’s everyday behavior.

In this program, Hall of Fame consultant and two-time best-selling author David Freeman, J.D., shares proven strategies, leadership practices, and practical systems drawn from more than 30 years of experience training and coaching over 10,000 lawyers and leaders in more than 260 law firms worldwide. Participants will learn how to move beyond simply encouraging business development and begin building a culture where lawyers consistently engage in the activities that drive stronger relationships, increased opportunities, and sustainable growth.

Principles

• Business Development Is a Leadership Responsibility
  • Practice group leaders play a central role in establishing expectations, creating accountability, and modeling the behaviors that foster sustainable business development.
  • A strong business development culture is built intentionally through consistent leadership rather than individual effort alone.
• Culture Drives Consistent Business Development Success
  • Lasting growth comes from embedding business development into everyday practice, not treating it as an occasional activity.
  • Identifying and eliminating cultural barriers while reinforcing positive behaviors encourages broader participation across the group.
• Collaboration and Client Service Fuel Growth
  • Cross-selling, relationship building, and exceptional client service are interconnected drivers of business development.
  • Lawyers who collaborate effectively and focus on delivering client value create stronger relationships and generate new opportunities for the firm.
• Accountability and Skill Development Create Sustainable Results
  • Leaders should equip lawyers with practical business development skills while using goals, measurement, and motivation to reinforce progress.
  • A culture of continuous development helps transform business development from an individual responsibility into a shared practice group objective.

Syllabus

1. What is a culture of business development and how to overcome culture killers
2. Leadership responsibilities for driving a culture
3. Key business development skills lawyers should possess
4. Approaches to drive more cross-selling
5. Key elements for delivering exceptional levels of client service
6. Increasing lawyer motivation and measures