Lawyers often think advertising will fuel their practice growth, but referral relationships consistently prove more powerful.
If you’re in personal injury or any consumer-facing practice, strong networks with other lawyers are the most sustainable path to new business.
It’s not enough to show up once a year at a bar event. You need to build habits around staying in touch, offering value, and staying top of mind.
The best rainmakers treat relationship-building like going to the gym; it’s part of their routine.
In this episode of the “Be That Lawyer” podcast, I explore these ideas with Charles Gallaer of Arent Fox Schiff.
Billboards Alone Aren’t Enough
What can all lawyers learn from successful personal injury attorneys? Here, Charles looks at a holistic marketing approach.
Build Systems That Stick
Lawyers who operate without systems are more likely to burn out, miss deadlines, and deliver inconsistent client experiences.
To run an efficient and scalable firm, you need documented processes for business development, client intake, file management, and communication.
Tools like OneNote, Remarkable tablets, and automation software can help you offload mental clutter and stay organized. Creating systems also helps you delegate, onboard new hires faster, and make smarter decisions with fewer errors.
Why Proactive Lawyers Win More Trust (and More Business)
Being reactive costs you business. Clients want lawyers who anticipate problems, communicate frequently, and manage logistics without being asked.
When you proactively manage contracts, deadlines, and deliverables, clients see you as indispensable. Whether you’re handling deals, disputes, or general counsel duties, showing up early with reminders, updates, and next steps makes you the lawyer clients remember and refer to.
This is how you build trust and trust leads directly to more business.
Complexity is the enemy of clarity in law practice.
Charles emphasizes that the most successful lawyers communicate in plain English, cut through legalese, and make their systems simple and repeatable.
He advocates investing in tools and processes that eliminate chaos, save time, and help lawyers focus on their highest-value work.
Listen to the latest episode of “Be That Lawyer” here, and if you’re serious about leveling up your business development, grab a copy of my new book, now available on Amazon.
Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
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