Business Development

In an increasingly competitive landscape and with challenges from disrupters, the Big 4 and technology, business development has a pivotal role in a law firms' strategic success and their ability to stand out from the crowd.
The second edition of Business Development: A Practical Handbook for Lawyers, edited by Stephen Revell from Freshfields, revisits the theory, tools and skills needed to implement effective business development in law firms today. Content covers the practical elements - such as what the perfect pitch looks like - as well as the strategic elements, including the variety of structures and approaches to business development at law firms of all sizes.

New chapters focus on technology and digital presence, as well as key client relationship management and the importance of emotional intelligence in successful business development and client retention. Listening to clients is also a key factor in business development, but how often do we really do so? In this edition, client interviews remain an important feature, and we also hear from 10 new General Counsels on what successful business development looks like to them.

Business Development: A Practical Handbook for Lawyers is a one stop-shop on business development for law firms, marketing teams and lawyers in private practice. It will also be of interest to in-house lawyers, academics and other professional services providers.

Introduction
Stephen Revell
Freshfields Bruckhaus Deringer

Part I. Overview of business development in a law firm

Developments in law firm marketing
Murray Coffey
Rochelle Rubin
Haynes and Boone LLP

BD - The Nuts and Bolts
Katie Cramond
McDermott, Will & Emery
Julia Randell-Khan
Consultant

The variety of different structures and approaches to BD
Stephen Revell
Freshfields Bruckhaus Deringer
The case of Arendt & Medernach in Luxembourg
Brian Gribben
Arendt & Medernach
The case of Creel, García-Cuéllar, Aiza y Enríquez in Mexico
Alejandra Vasquez
Creel, García- Cuéllar, Aiza y Enríquez

Divide and conquer: putting structure around key client care
Will Taylor
Wiersholm

Part II. 'The eye of the beholder' - the client perspective: Interviews with general counsel
Stephen Revell
Freshfields Bruckhaus Deringer

Part III. Lawyer vs professional

The lawyer's role in business development - can lawyers sell?
Shelley Dunstone
Legal Circles

How do you teach lawyers to do business development
Tom Bird
Møller Professional Services Firms Group

Making the sale, clinching the deal - the case for a business development team
Thorsten Zulauf
Law Firm Change Consultants

A day in the life of a head of business development
Christine Liæker Lindberg
Wiersholm

Marketing through good HR
André Andersson
Mannheimer Swartling

What to do when your clients involve legal procurement
Silvia Hodges Silverstein
Buying Legal Council; Fordham Law School; Columbia Law School
Matt Prinn
RFP Advisory Group

Part IV. Communications and PR

Communications and public relations in law firms - connection and contradiction
Dex Torricke-Barton
Brunswick Group LLP

The marketing and advertising of legal services

Social media and business development in law firms
Nassim Ghobrial
Rainer Kaspar
PHH Rechtsanwalte

Part V. The future of business development and legal practice

Business development in law firms of the future: focus and infrastructure
Norman Clark
Walker Clark LLC

Potential impact of a rapidly changing legal services industry: emotional competence skills that are most relevant to succcessful business development and client retention
Lisa Walker Johnson
Walker Clark LLC

Technology
Sriram Chakravarthi
SAL Group

Part VI. How to do it guide

The 10 fundamental elements of business development
Stephen Revell
Freshfields Bruckhaus Deringer