At its core, business development isn’t about selling legal services. It’s about helping your clients and prospective clients succeed—by making them better informed and more capable decision-makers.

Once you’ve gotten over the hump of legal competence—when you’re no longer stressed about how to redline a purchase agreement or manage discovery—you graduate to a new category of challenges.

Consistency matters more than charisma. Track records have an expiration date. The lawyers who stay busy aren’t always the most impressive on paper—they’re the most intentional in practice.

Selling legal services is different from other sales in a crucial way that makes it understandably difficult for many lawyers: you are the product.