What are the best pieces of advice you received when it comes to business development? I’m talking to all of the commercial litigation defense folks out there?

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Yep. #3 on P1's list is the most important IMO. Most people are much more likely to do business with people they know, or who referred to them by someone they know. Don't underestimate the power of being personable.

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1. The client who may sign up with you, may not have a reason to work with you. Learn to cross-sell.

2. Sometimes your best referral can come from OP. Don’t be an asshole. You can win and be aggressive, without being an asshole. Know the difference.

3. Show up and become known. Business is a contact sport. While people do business with people the like, they really do business with people they know (or have heard about). The easiest way to market yourself (especially in these times) is just to show up.

4. Stop thinking you are a commercial litigation defense lawyer. You are a lawyer who represents business and “primarily” practices commercial litigation defense. Again, cross sell.

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I love this. I agree with number 3. Networking is really important in this field.

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