In this episode, Alay and Steve discuss: 

  • Why lawyers usually call selling “business development.”
  • Having a business development system in place and not wasting time along the way. 
  • Working with a coach to build your book of business. 


Key Takeaways: 

  • Sales is a skill that can be learned and honed to your needs.
  • Qualify potential clients. You can’t work with everyone and not everyone is a right fit for you. 
  • Having your own book of business gives you power and control over your career, whether you’re a solo or at a large firm. 
  • Not all coaches are the right fit for you and you’re not the right fit for them. Find a coach that is solving the problems that you have. 


Tweetable Moments:

  • “I don’t know a lawyer that doesn’t love helping and solving and that’s really what sales is.” —  Steve Fretzin
  • “Without having a system in place there’s a real risk that you’re going to waste a lot of time or end up with clients who you don’t want.” —  Alay Yajnik
  • “You can’t solve anything if you’re not meeting people.” —  Steve Fretzin


About Steve Fretzin:

Driven, focused, and passionate about helping attorneys reach their full potential, Steve Fretzin is regarded as the premier coach, skills trainer, and keynote speaker on business development for attorneys.

Over the past 17 years, Steve Fretzin has devoted his career to helping lawyers master the art of business development to achieve their business goals and the peace of mind that comes with developing a successful law practice.

In addition to writing four books on legal marketing and business development, Steve has a highly-rated podcast BE THAT LAWYER and has been featured in the Chicago Tribune, Crain’s, and He has appeared on NBC News, WGN Radio and has written articles for Attorney at Law Magazine, the National Law Review, the American Bar Association, and the Illinois State Bar Association. You can also find his monthly column in the Chicago Daily Law Bulletin.


Connect with Steve Fretzin: 








Connect with Alay Yajnik: 


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