Mastering Business Development

Dhawal Tank

buildyourbook.org

Based on Real Insights

A Playbook that Works

There's an issue with the legal world

To build a book is to build a business

Purpose:

• To unshackle you from the false ideas.
• To reframe business development.
• To give you actionable insights.

Agenda

• Mindset
• Strategies
• Plans
• Iteration

Mindset

Law is Different

Zero Sum Game

Pushing Feels Hard

Expecting Miracles

Is law different?

Fact:

Your Client Expectations are Not Different

Is it a zero sum game?

Truth:
Business Development is Creative, Centered on the Client, not you.

Is it about sharks? About being pushy, manipulative, sleazy?

Truth:
Biz Dev is about Service, Empathy, Differentiation & Honesty

Did people understand your value?

Truth:

You must articulate your value, think of next steps & follow-up constantly

Strategy

Depth vs Breadth

Systems First

One to Many

Breadth vs. Depth

• Competition
• Commoditization
• "What even sets me apart?"
• Lower Fees

vs.

• Differentiation
• Value Driven
• Higher Fees

Not enough time?

Systems Thinking

Systems separate your time from your value.

It builds value for yourself and your clients independent of your time.

Does your business development centered around a system? Or is it done haphazardly?

Business Development

One to Many

Going one to many with your message frees you.

It helps you build a system.

It creates an abundance mentality.

It makes you thrive.

How?

Plan

• 3 Ms
• The What
• The Leverage

Plan

• Market
• Message
• Medium

Market

Stepping out of "I" and understanding the client:

• What keeps them up at night?
• What are their values & needs?
• What language do they speak?
• Do you intuitively understand the client?

Reversal: "What sets me apart from others?"

Message

Based on deep understanding of the client, what would you like to tell them?

How can you solve their problem in a way that they appreciate, want, and need?

Are you sharing this message? Or is it about you?

Reversal: "I've got nothing to offer"

Medium

Are you where your clients are? Or are you where you want to be?

Re-orient your message to your market where THEY are, not what others are doing!

Reversal: "Why am I coming up short despite 'advertising' everywhere?"

The Value

Make your message bite-sized and take your clients and deliver more value at each step until they want to retain you.

People are distracted, tired, busy. Continue delivering value.

Reversal: "How come the follow-up is not getting any results?"

Tools & People

To build a system, you need to:

• Automate: Use tools like CRMs, email automation, etc.
• Delegate: Hire experts, agencies, etc.
• Eliminate: Focus on the efforts you can reliably do.

Reversal: "I feel burned out"

The Client Meeting

Don't go into the pitch!

Step 1: Situation

Do you understand their situation?

Every landscape/animal is different

What made you want to come in and speak with me?

What is your company size/revenues/employee #?

Can be researched ahead of time and verified.

Reversal: One size fits all that doesn't work

Step 2: Define The Problem

You understand their terrain, now understand their problem.

"What are your current challenges with this situation?"

"Who is impacted by this situation? When? What causes it?"

Reversal: Not talking about the right things

Step 3: Understand the Implications

The consequences of the problem.

"What does it cost to have this problem? The financial, political, brand, and personal implication? On your employees or customers?"

Helps you get the service requirements upfront.

Step 4: Connect it All!

This is the payoff. Connect their situation, problem, and implication to see if you can solve their deepest needs.

"What would be the impact if we can take away the hassle of this [problem+implication]?"

"Would a 24 hour responsive time be valuable? How?"

Situation

Problem

Implication

Needs

Iteration

• Cost
• Benefit
• Joy

Cost

Are you spending your time, energy, and money on things that are paying off in:

• more clients
• less time usage
• less exhaustion
• less headaches

Replace/reallocate/eliminate the ones that don't!

Benefit

Conversely, what activities, assets, systems are producing the greatest benefits?

• Which clients?
• Which messages?
• Which channels/mediums?

Double down on that!

Does it spark joy?

An offer

go to buildyourbook.org/clearlaw for the Amazon Bestseller

thank you