Secrets of the Masters: The Business Development Guide for Lawyers

A comprehensive, practical, and inspirational guide, it is packed with hundreds of proven tools and techniques for increasing revenue and forging relationships with clients.

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  • Publication date: June, 2015
  • Pages: 158
  • ISBN: 9781783580255
  • This book will develop SRA competency:


"Every attorney - even those who are already very adept at business development - should read it" - Steve Taylor, Senior Writer, Of Counsel

"A comprehensive treasure trove of some of the best approaches for building a practice" - Rhea F. Law, CEO and Chair of the Board, Fowler White Boggs P.A.

"This book provides lawyers with the focus and discipline, in combination with the wisdom and tools offered by experts, needed to cultivate business development skills" - Caren Ulrich Stacy Principal, Lawyer Development Strategies LLC

“Any lawyer looking to build his or her practice should have a dog-eared copy of this report on their bookshelf”  - Peter Kellett, Chairman and CEO, Dykema

"I’d recommend this book to anyone who wants to transform their business development culture"  - Betsy Beorn Spellman, CMO, Steptoe & Johnson PLLC

Secrets of the Masters uncovers the mysteries of how to become an exceptional rainmaker. A comprehensive, practical, and inspirational guide, it is packed with hundreds of proven tools and techniques for increasing revenue and forging relationships with clients and colleagues that last a lifetime. It covers:

  • Identifying and building personal strengths;
  • Finding practice niches;
  • Building powerful internal and external networks;
  • Categorizing your key targets;
  • Delivering exceptional levels of client service;
  • Accelerating cross-selling;
  • Getting client meetings and maximizing their effectiveness;
  • Improving lateral success and enhancing lateral integration;
  • Applying alternative fees;
  • Utilizing social media;
  • Developing websites and search engine optimization; and
  • Making business development a career-long, sustainable process.

“The most comprehensive, yet practical “how to” guide I’ve seen for developing business in the legal industry” - Jonathan Fitzgarrald, CMO, Greenberg Glusker

“The book is fabulous. It is very readable, and filled with specific, easy-to-implement strategies for lawyers looking to bring their practice to the next level” -David A. Perlick , Perlick Legal Counsel

Featuring contributions from an All-Star Team of over two dozen law firm marketing and business development experts who offer insights, experiences, and real-world tips for attracting, retaining, and growing great clients.

Each chapter is supported by dozens of approaches, mini case studies, and an action planning worksheet that prompts you to make decisions and take action. You’ll find a personal business development plan template that will help you to craft your customized strategies.

Secrets of the Masters comes with a complimentary CD-Rom which contains each chapter’s worksheets, checklists, and business development plan templates.

Whether you’re a proactive law student, a solo practitioner, an associate grooming yourself to become partner, a new partner responsible for bringing in your own work, or a senior rainmaker looking to double down on your success, Secrets of the Masters is critical reading.


Chapter 1: Finding niches and developing your strategy

Chapter 2: Growing networks and staying memorable

Chapter 3: Getting and maximizing meetings

Chapter 4: Client loyalty – Delivering exceptional client service

Chapter 5: Cross-selling – Working together to get more work from existing clients

Chapter 6: Maximizing business development for laterals

Chapter 7: Social networking, social media, websites and search engine optimization

Chapter 8: Alternative fee arrangements

Chapter 9: Sustainability techniques

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David H Freeman
David H Freeman, JD, a former lawyer and now CEO of the David Freeman Consulting Group, has helped thousands of managing partners, group and department leaders, partners, counsel, and associates become better leaders and rainmakers in hundreds of law firms world-wide. For nearly two decades, he has worked with over one-third of the AmLaw 200, and in 2013, for the second consecutive year, he was recognized as the best law firm business development and coaching service provider in a National Law Journal survey. He is an internationally acclaimed speaker who presents at law firm retreats, law firm networks, international, national, and regional conferences, LMA and ALA chapter meetings, bar association meetings, and law schools.  David’s main areas of practice include leadership training and coaching; business development training and coaching; accelerated cross-selling; client service training and planning; retreat design, facilitation, and speaking; and business development culture assessments. He was Co-Chair of the Legal Marketing Association’s 2010 Annual Conference, he has written a unique book for law firm leaders called Weekly Reminders for Revenue-Focused Leaders, and he is a co-author of Law Firm Marketing Leaders: Tips from a Collection of Experts. He also wrote an on-going leadership column for American Lawyer Media’s newsletter, Marketing the Law Firm, and he has authored many other articles on the revenue-related aspects of management, leadership, service, strategy, and business development for most of the major legal publications. David also produces practical video tips focused on leadership and business development, he has developed a DVD-based personal rainmaking system for lawyers called CMOplaybook®, and he created a business development culture assessment tool for law firms called Culture Xray®. David can be reached via email at the consulting group.

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