Deborah Brightman Farone’s Post

How does trust figure into the equation? In the last two weeks, I’ve given four presentations regarding business development and building a personal brand. But these talks were different than the ones I conducted in the past in that they included something new: a portion on the topic of trust.  Why trust? Many years ago, when I asked a partner at a firm why his clients hired him (expecting the answer to be expertise or reputation, the drivers I usually hear about), he said one word: trust. It always stuck in the back of my mind, and over the past few months of research, I knew he was on to something. When professionals are hired, there is often an existential career risk to the person or group doing the hiring. In some cases, those hiring are putting their career on the line. So, what creates the trust for them to make the leap to hire you? According to most researchers, trust it comes down to three elements. 🪜 1. Competency: We often call these table stakes, but they are also more nuanced than that, particularly when it comes to more significant matters. Are you competent in the type of work that is called for? What have you done in the past? Are you recognized and have a proven track record of excellence in the area? 🪜2. Empathy: Understanding what is going on with the client, both personally and professionally, and understanding the pressure that they are under. I am always surprised when a lawyer can’t answer questions about their client, such as what impacts the client's compensation at the end of the year, what the in-house staffing looks like, or how long the client has been in their job. We need to understand the assignment, but we also need to understand the person and the conditions surrounding them. 🪜3. Authenticity: Are you who you say you are? This is where connecting as a human being, allowing your personality to be part of the conversation, and being who you say you are vital. We can’t each be great at everything, so allowing yourself to tell a client "this is not my area of expertise, but I will find someone who excels at it," is priceless and good business. My advice: think about trust and where you rank on these three elements. Chances are, one might need some work.

Learning something new can make you feel child-like, clumsy and unsure. But that’s where the magic happens. Your brain 🧠 tries to make sense of new information and figure out a way to put it into an older framework. For many of us, using AI feels that way at first. It seems like learning a new language. Yet with Large Language Models (LLMs) that aim to understand what we are saying, it’s relatively straightforward and exciting once you jump in. This comes from someone who repeatedly attempted to take Italian language and cooking lessons. 🍝 Very little of either made it into my repertoire. But experimenting with AI has been a different story—less mishaps and surprisingly more intuitive once I took the leap. Here are some ways to start, from an admitted non-techy who loves to have fun with technology. 🏓 Three 🏓 Easy Ways to Start Playing with AI 🏓 🛝 1.  Play Most of the newer technologies, like Chat GPT, have free models that you can play with on your own, even if your company is dismissive or won’t permit its use. Try it at home or on your phone without confidential information, and give it a try. When asked to pose a question or provide a prompt, think of it as asking an intelligent assistant to do something. (For example, "Provide 5 recipes for meals I can make in 20 minutes for dinner for my vegetarian friend. Keep in mind that no recipe should have no more than 5 ingredients, be low-salt and include produce that is in season right now in Connecticut.) Start by telling it the role you want to play (for example, a smart marketing assistant at a PR firm, or a nutritionist) and ask it to provide an answer to your question. 👓 2. Read and Listen There are brilliant people who speak in plain English about these technologies. Jennifer Leonard and Bridget Mary McCormack have a great podcast, "2030 Vision: AI and the Future of Law." I also read Ethan Mollick's "One Useful Thing" blog. He is incredibly thoughtful about this area. For those who study the marketing side of things, Michael (Mike) Stelzner's "AI Explored" has been very helpful to me. 🔬 3.  Experiment Don’t be afraid to make mistakes.  Initially, when I put a prompt into Shutterstock, I asked it for an image of a hand holding a phone with a Vermeer-style painting as the screen saver.  I ended up receiving a phone held by a typical-looking hand, with another weirdly smaller hand, growing out of said hand. In a mirror in the background of the image was the Vermeer painting “Girl with a Pearl Earring.” It took me a few tries to get it right, and even then, I still turned to another app, Canva, to put the AI button into place. Experimenting with AI is trial and error, but it can also be amazing. It provides ways to make your day-to-day work more productive, allowing you to concentrate on higher-level brainier tasks. Maybe most important, it will open up your mind to the future and to new possibilities.

Do you have a business development training mismatch? I have a reoccurring nightmare of one particular session I was told about that went wrong. It was decades ago. The lawyer leading the effort spent hours ⏰ meticulously going through the trainer’s material, material specifically intended for a young associate audience. He carefully inspected each line of text, yet never met with the trainer. The result: the presentation, which inappropriately was presented to a group of partners, was dull, off target and involved a very nervous trainer reading word for word through a three-ring binder of material. Over time, I’ve been lucky to observed or be involved in the ways in which BD training can go right. 🚲 1. Have very clear objectives If you’re producing a training session without knowing exactly what you want to get out of it, you’re setting yourself up for failure. What are you aiming for—more client engagement, better prospecting skills, stronger relationships, handling objections? Be intentional about what success looks like, or you’ll leave wondering what just happened. Objectives will be influenced by who is in the intended audience. (See above horror story.) 🚲 2. Work with the trainer Here’s where a lot of firms cut corners—and it shows. If you don’t take the time to work with the person leading the training, you might as well be throwing darts blindfolded. (Painful analogy.) Has the trainer taken the time to understand your firm’s culture, your lawyers’ challenges, and your unique business model? BD training isn’t one-size-fits-all. And as the old saying goes, you get what you pay for. If you go the cheap route, don’t be surprised when your “budget-friendly” training session leaves you with little more than vague advice. 🚲 3. Have follow-up plans You could have the best training in the world, but without follow-up and reinforcement, it’s like reading half a book and never finishing the story. There needs to be a clear path forward—check-ins, sharing progress, possible one on one coaching and adjustments as needed. Training is a long game, and without reinforcing the lessons, all those great strategies fade into the background. 🚲 4. Uber-relevant information for the audience Finally, let’s talk about relevancy. BD training has to be tailored to your audience. What resonates with senior partners isn’t necessarily going to work for young associates. Newly minted associates might need tools to build their personal brand and network, while older associates likely need strategies to deepen client relationships. Be sure that whomever is doing the training understands the firm's compensation system, and any personal BD budgets that might be relevant to the lawyers. Business development training is one of the most worthwhile investments a firm can make. Avoid the pitfalls and make sure your sessions are not a training mismatch.

“In today’s digital age, narrative is nearly everything. The ability to craft a compelling story that resonates with clients, recruits and internal stakeholders helps differentiate a firm from its competitors.” Allan Schoenberg, Chief Communications Officer at Vinson & Elkins. In the linked article, Allan shares his insights into the new and innovative ways that law firms, and in particular their professional communicators, can approach marketing. Some takeaways that this sparked for me, are: 📖 1. Use storytelling and narrative techniques in explaining changes in the law or introducing a new practice area. (Think of the beginning, middle and end, when communicating change.) ✨ 2. Explore AI to help spark new ideas and to provide first drafts. If used properly it can help hone your existing best practices. (It can also help you design graphics, or at least attempt to do so in my case.) 👩💻 3. Invest in your digital presence. It's where most people are spending their time. https://lnkd.in/eqs-XKEd

I received a call yesterday from a good friend, an executive director at a thriving law firm.  We’ve known each other for years and while we ended up discussing business, it started my wheels thinking about relationships and how they build a business in professional services. After years of focusing the best marketing techniques in professional services, I always revisit one theme. Building strong relationships is key to developing a firm, and growing a practice. While having excellent skills will always be table stakes, the strength of a relationships is also an essential component. One thing is clear: it's all about the relationships we as individuals build and nurture. Here are five tips to strengthen those connections that matter to you. 💡 1.    Lead with Empathy Understanding what your clients or prospects are going through is crucial. It's not just about the business side—it's about seeing the bigger picture of their challenges and successes. When you truly empathize with others, it deepens trust and connection. 💡 2.    Find Common Ground We all have shared experiences—whether it's career paths, mutual interests, or personal milestones. Finding those commonalities can make the conversation more comfortable and genuine, helping to build a solid foundation for the relationship. 💡 3.   Care About Their Success It's not enough to focus solely on your own goals. You have to genuinely care about the other person's business, and that means understanding their industry, their pressures, and their needs. 💡 4.   Show Interest In-Between the Transaction A relationship built solely on a deal or a single litigation (even if the dollars are significant) is transactional, generally with a beginning and an end. Show interest in their life outside of work, and stay in touch with them in-between matters. 💡5.  It’s a Long Game Building strong relationships doesn’t happen overnight and there is no magical system that works the same for everyone. Follow up regularly, stay in touch, and show you’re consistently thinking of them. Relationships need nurturing, and this level of attention proves that you’re not just there for a quick win—you’re in it to support them for the long haul. Relationships are at the core of everything—whether you’re building a practice or growing a larger business.

I’ve been working on a project recently, that involves speaking to several of the world’s leading rainmakers. ☔ ☔ ☔ ☔ ☔ These are leading professionals who consistently bring in significant business, often in ways that seem to others like it happens effortlessly. Yet, when you really listen to them and ask the right questions, a common thread emerges. They each develop business in their own unique way, and they all emphasize the importance of being authentic. What does this mean for the rest of us mere mortals? For these top performers, "authenticity" isn’t a buzzword—it’s a reality. They’re not following someone else’s script, and usually don’t buy-in to an easy-bake-oven type of system. Instead they are leaning into their personal strengths, values, and approaches. So, how do you find your authentic self when it comes to business development? Here are three tips that stood out from my conversations. 🌝 1. Lean into What Feels Natural The rainmakers I spoke with didn’t force themselves to follow a rigid system or copy someone else’s style.  While each was curious as to what might work best in terms of business development, they already were practicing what felt natural to them. Whether it's one-on-one meetings, taking client’s to Broadway shows, involving their own and their clients’ children in an event, they each found shared interests with their prospects and clients. 🌝 2. Know Your Strengths (and Play to Them) Not everyone loves doing a weekly LinkedIn piece, but everyone does have their strengths. Authentic rainmakers are generally not all-around marketers that tick the box in every area, but rather they stick with an approach, and the methods that feel right to them. They use their time wisely. Some are great presenters, others prefer writing, or hosting smaller networking groups or one-on-one lunches 🌝 3. Don’t Chase Every Opportunity The greatest rainmakers don’t say yes to everything. They’re selective, and only pursue opportunities that align with their expertise and values. Being authentic sometimes means saying no, even when a situation seems lucrative. And though they may be saying “ot, not for me,” they will often make referrals to people they trust within their firms or their networks. 💞 Authenticity is Magnetic The rainmakers I’ve spoken with each prove the case that authenticity is a magnet for opportunities. When you're genuine, people trust you and want to work with you. "Be yourself; everyone else is already taken." - Oscar Wilde 

Have you ever struggled to find the right words to ask for something important—like asking someone out on a date or asking a client for new business? You’re not alone. Many lawyers I've worked with over the years face the same challenge (on the new business quest 🔭 ; I don't delve into their dating history.) They might have a fantastic marketing and business development team behind them, or be a successful solo operator, but unless they feel confident closing the deal, turning prospects into clients can be tough. If that sounds familiar, here are five guidelines to help as you master the art of asking for business: 🌱 Shift Your Mindset: Don’t think of it as “asking for business.” Instead, see it as offering a valuable solution. Remember, you’re the expert who can help your client solve a problem or grow their business. Approach it from a place of confidence and service. 🌱Know Their Pain Points: Understand your prospect’s challenges inside and out. Tailor your pitch to address their specific needs and concerns. When you speak directly to what keeps them up at night, your proposal will resonate much more powerfully. 🌱Build Personal Connections: Take the time to get to know your client personally. Establishing rapport and finding common ground will make them more likely to trust you. And when trust is there, the conversation about business flows naturally. 🌱Practice, Practice, Practice: Like any skill, asking for business takes practice. Yes, you might fail a few times, but that’s part of the learning process. The more you practice how you present yourself and how you ask for the business, the better you’ll become at garnering new clients. 🌱Anticipate Objections: Think ahead about why someone might hesitate to hire you. Maybe they’re loyal to their current counsel, or maybe they’re concerned about your firm’s pricing. Address these objections upfront and handle them gracefully. Being prepared and being honest about the situation will make you more persuasive. Confidence comes from preparation and practice. Start with these steps, and you’ll find that asking for business—and getting a “yes”—becomes second nature. #BusinessDevelopment #ClientRelationships #LegalMarketing

Years ago, someone said to me that in the world of business, there were generally only five people you needed to know in order to create a successful business. That number five always struck me as odd. This weekend, I listened to a podcast interview 🎙 with Ryan Serhant, the real estate wunderkind from shows like Million Dollar Listing New York. (I am passionate about learning about marketing and sales from other industries, including real estate.) Serhant talked about his goal of meeting five new people each day. And if he has spent the day behind a desk, 🖥 he will walk outside or go to a deli and introduce himself to five new people. It works brilliantly for him, and at age 40, he has closed $10B in sales and represented clients in record-breaking deals around the globe. Even if a new acquaintance might not be looking for a new home, 🏡 they may know someone who is, or they may eventually need to make a move. Real estate, like so many businesses, is at the intersection of knowing the right people and those people having a need. While not everyone will have the ability to meet five new people a day, having a vast, diverse network, one that is regularly replenished with new contacts, is essential if you expect to keep growing, learning and profiting in the service business. I've seen it help my clients create a pipeline of contacts that lead to referrals and knowledge of industry trends. My advice: 💡 Have a good idea of your target audience and know your niche, but be willing to go out of your comfort zone and meet new people...continuously. 💡Use LinkedIn as a way to remain in touch with people. It is an excellent "soft" approach to maintain contacts, and reminding them that you are there. 🤗 💡If you are an accountability-type person, set a goal of meeting new people. While it may not be five people a day, you may want to start with five in a week. 💡Get comfortable with meeting new people. If you are not, learn to ask open-ended questions and be curious about their lives. Everyone has a story to tell if you ask them. #businessdevelopment #networking #sales

I admit it.  I love great service.  Whether it’s delivered in a shop, a hotel, a doctor’s office, or even by Amazon, I notice it.  Unfortunately, outstanding, truly-memorable service has become a rarity, though when you experience it, it’s a delight and worth noting. In order to gain referrals --- either as a lawyer or as a restauranteur --- your work and the delivery that surrounds that work needs to be outstanding.  It’s a higher threshold to reach for than the solid service that simply maintains loyal customers. By providing outstanding service and tracking referral business, we are better able to see what type of service is working, and be more likely to continue to ignite these events. For many years, I've been a fan of the work of Fred Reichheld. If this topic is of interest. I encourage you to look at his posts and read his books. #clientservice #customerservice #referrals

During a recent trip to Milan, I met with an accomplished Italian lawyer who emphasized that for him, in Italy, business development is all about relationships. It’s knowing that the lawyer you hire is someone you can trust and genuinely like.  Once that is proven, the relationship should be a long-lasting one. Just as the way we drink coffee varies between cultures—whether it’s sipping an espresso from a petite porcelain cup ☕ while standing at a bar in Italy or grabbing an iced latte in a large plastic cup 🥤on the go in the U.S.—so too do the nuances of business development. Each culture brings its own unique approach to building and maintaining client relationships. While client-law firm relationships in the U.S. often feel more institutional—'We use XYZ firm because they’re a safe choice for M&A' or 'because we’ve always used them'—these institutional ties are becoming less significant than they once were. The human element, the connection, the chemistry, and, above all, trust are global values that clients seek, whether they’re in Milan, Paris, or New York City. 🛍🛍🛍 Trivia for all my shopping friends:  Did you know that Milan's Galleria Vittorio Emanuele II is believed to be the oldest shopping mall in the world (and a major landmark of Milan.)