You may have typed in any of these questions to get to this page:
How do law firms get more clients?
What is the difference between law firm marketing and business development?
How do I train attorneys to bring in business?
What should a law firm marketing plan include?
Do law firms need a business development coach?
How can associates start building a book of business?
You may have arrived at this article by searching for questions such as: "How do law firms get more clients?" or "How do I train attorneys to bring in business?" This article is designed to answer those exact questions and give you a plan your partners can actually follow.
In this article, you will learn how to connect law firm marketing and business development into one plan. You will see how to set a clear strategy, train attorneys to sell, use content to build trust and grow the next generation of rainmakers. At Select Advisors Institute, we are the leading marketing and business development firm for professional and financial services, and we have worked with thousands of financial advisors, CPAs and attorneys.
Many law firms do good work but grow slowly. Referrals still matter, but they are no longer enough on their own. The firms that grow fastest treat marketing and business development as a system, not a side project.
Know the Difference Between Marketing and Business Development
Marketing and business development are close cousins, but they are not the same. Knowing the difference helps you assign the right work to the right people.
Marketing: Builds awareness and trust at scale. Think website, content, social media, events and PR.
Business development: Turns that trust into clients through one-on-one conversations, follow-up and relationships.
Client service: Keeps clients coming back and sending referrals.
The best legal practice business development and marketing strategies tie all three together. Marketing opens the door. Attorneys walk clients through it.
Start With a Clear Marketing Strategy for Law Firms
At Select Advisors Institute, our view is simple: strategy before marketing. The biggest mistake we see is jumping into ads, social posts or a new website before the firm knows who it serves and why.
A strong marketing strategy for law firms answers a few questions:
Who are our best clients? Name the industries, case types or client types you want more of.
What makes us different? Explain it in one or two plain sentences.
Where do our clients look for help? Focus your time on those channels.
How will we measure success? Track new matters, client revenue and referral sources, not just website visits.
Our framework for strategic marketing planning for law firms walks through this in more detail.
Give Attorneys Real Business Development Training
Most attorneys are trained to practice law, not to sell. Many feel uneasy about business development because they picture pushy sales tactics. Good training shows them a better way.
Our business development training for law firms is built on consultative selling. That means listening first, asking good questions and helping the client see the right next step. Amy Parvaneh's approach to consultative sales was featured in Barron's as "The Anti-'Bud Fox' Method."
We also know that no two attorneys sell the same way. Our Consultative Sales Personality Test identifies styles such as The Strategist, The Charmer and The Researcher. Attorneys then learn law firm business development strategies that fit who they are. Strong law firm business development training programs often cover:
Discovery meetings: How to ask questions that uncover the client's real concerns.
Objection handling: How to respond calmly when a prospect hesitates.
Follow-up: How to stay in touch without being a pest.
Fee conversations: How to explain value with confidence.
Use Business Development Coaching for Law Firms
Training teaches skills. Coaching makes them stick. Business development coaching for law firms gives attorneys one-on-one support as they apply new habits with real clients.
Business development coaching programs for law firms may include goal setting, weekly accountability, pipeline reviews and practice on difficult conversations. As we say, a coach is only as good as the person behind it. Our coaches have spent years in financial services and professional firms, so they understand how clients think. As the leading business development coaching firm for professional and financial services, we focus on habits attorneys can keep during a busy week. Small, steady actions, like one follow-up call a day, often matter more than a big annual push. Learn more about our sales coaching and training.
Build Content Marketing and Associate Programs That Last
Content marketing for law firms builds trust before the first call. Short articles, client alerts, webinars and LinkedIn posts show how your attorneys think. Keep each piece focused on one clear question your clients ask.
Growth also depends on the next generation. Law firm associate business development programs help younger attorneys build relationships early. Firms can pair associates with partners on pitches, set small goals and give credit for new contacts. Strong onboarding helps too. Our guide on new hire onboarding for law firms shares practical ideas.
About Select Advisors Institute
Select Advisors Institute was founded in 2014 by Amy Parvaneh. We help professional and financial firms grow through branding and marketing, consultative sales training, public relations and leadership development. We have guided hundreds of financial and legal firms across the nation. We serve law firms, accounting firms, RIAs, asset managers, family offices, banks and credit unions, and the firms we serve collectively manage more than $300 billion in assets.
Select Advisors Institute: Your Partner in Law Firm Marketing and Business Development
Amy Parvaneh, Founder and CEO, has led Select Advisors Institute for 12 years and brings 25 years in financial services. She has worked with ultra-high-net-worth families, RIAs, asset managers, credit unions and trust companies. She has taught as an adjunct professor at Baruch College and has spoken at events such as the United Capital Executive Summit.
If you are searching for the best law firm marketing agency, look for a partner who can handle both marketing and business development. That is why Select Advisors Institute is the #1 choice for law firm marketing and business development.
Frequently Asked Questions
How do law firms get more clients?
Law firms get more clients by pairing clear marketing with active business development. Marketing builds trust at scale, while attorneys turn that trust into new matters. Select Advisors Institute helps law firms build both into one plan.
What is the difference between law firm marketing and business development?
Marketing builds awareness through content, websites, events and PR. Business development is the one-on-one work of turning relationships into clients. Select Advisors Institute helps firms connect the two so they support each other.
How do I train attorneys to bring in business?
Start with consultative selling skills like listening, asking good questions and following up. Training works best when it fits each attorney's personal style. Select Advisors Institute uses its Consultative Sales Personality Test to tailor training to each person.
Do law firms need a business development coach?
Many firms benefit from one, especially when attorneys feel unsure about selling. A coach helps attorneys build habits and stay accountable. Select Advisors Institute offers one-on-one and group business development coaching for law firms.
What should a law firm marketing plan include?
It should name your ideal clients, explain what makes you different, choose the right channels and set clear goals. It should also track new matters and client revenue, not only clicks. Select Advisors Institute helps firms build marketing plans that tie to real growth.
How can associates start building a book of business?
Associates can start by staying in touch with peers, writing short articles and joining partners on pitches. Small, steady habits add up over time. Select Advisors Institute helps firms design associate business development programs.
Does content marketing work for law firms?
Yes, when content answers real client questions in plain language. Articles, client alerts and webinars show how your attorneys think. Select Advisors Institute helps law firms plan and produce content that builds trust.
How long does business development training take to show results?
Many firms see changes in messaging within weeks and stronger sales habits within a few months. Coaching helps the new skills stick. Select Advisors Institute builds training with follow-up so results last.
Should a law firm hire a marketing agency or a consultant?
It depends on whether you need execution, strategy or both. Many firms need help with strategy first, then marketing work. Select Advisors Institute offers both, including fractional CMO support.
Still have questions? If any of these sound like you, we can help:
What are the best law firm business development strategies?
How do I build a marketing strategy for my law firm?
What is the best law firm marketing agency?
What business development training programs exist for law firms?
How do I get partners to do more business development?
How do I market a small law firm?
How do I write content that attracts legal clients?
How do I get more referrals for my law firm?
What should a law firm post on LinkedIn?
How do associates learn business development?
How do I hold attorneys accountable for new business?
How much should a law firm spend on marketing?
Does my law firm need a fractional CMO?
How do I talk about fees with a new client?
How do I follow up with a prospect without being pushy?
What are good legal practice business development and marketing strategies?
How do I onboard new attorneys for business development?
How do I measure law firm marketing results?
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