In this episode, I tackle one of the most common frustrations I hear from partners and senior associates: why business development efforts so often fail to produce consistent, meaningful client work. From my own years as a BigLaw partner and now as a coach, I've seen too many capable lawyers equate effort with results, attending conferences, posting on LinkedIn, and taking endless coffee meetings only to find their pipeline still flat a year later.
In this episode, I break down the five most common reasons business development efforts stall: lack of focus, inconsistent systems, confusing visibility with credibility, misaligned firm incentives, and fear or perfectionism. I share examples of how these pitfalls show up in real life, how to shift your mindset and methods, and the practical steps that can help you turn scattered efforts into sustainable business growth.
At a Glance:
00:00 Introduction and framing the issue of stagnant business development
02:13 Defining what "failure" in business development really looks like: activity without progress
03:09 Reason #1: Lack of focus and overly broad positioning
03:35 How to describe your niche using client-centric language that connects
04:40 Evolving your focus when your market slows, expanding adjacent to your strengths
06:07 Reason #2: Treating business development as an event instead of a system
06:40 Why bursts of activity fail and how to create rhythm and consistency
07:31 How to structure weekly, monthly, and quarterly follow-up systems
08:20 Applying the "Rule of Seven" to build recognition and trust
08:41 Reason #3: Confusing visibility with credibility
09:10 The difference between posting for attention and sharing insights that attract clients
10:13 How to shift from "look at me" to "here's what I see in your world"
10:41 Reason #4: Misalignment between firm incentives and personal goals
11:02 How origination credit and short-term revenue pressure discourage long-term growth
12:00 Steps to clarify success criteria and build internal allies across practices
12:39 How to align your BD projects with both firm strategy and personal goals
13:02 Reason #5: Fear and perfectionism: the emotional barriers that stall progress
13:32 How overthinking and hesitation block momentum
14:18 The power of small, genuine gestures in reconnecting with clients
15:07 Reframing BD as helping, not selling, to make outreach feel natural
15:37 The traits of lawyers who succeed in business development: clarity, systems, authenticity, and resilience
16:33 Three reflection questions to reset your BD strategy for the year ahead
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Interested in doing 1-2-1 coaching with Laura Terrell? Or learning more about her work coaching and consulting?
Here are ways to reach out to her:
laura@lauraterrell.com
LinkedIn: https://www.linkedin.com/in/lauralterrell/
Instagram: https://www.instagram.com/lauraterrellcoaching/
Show notes: https://www.lauraterrell.com/podcast
