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Coaching For Coaches: One-On-One Attention Combats Training Program Decay Rate

By David Adams and Michael Colacchio
November 02, 2005

Most practicing attorneys are realizing that the “if-you-build-it, they-will-come” approach to business development is not enough in today's competitive marketplace. For those who must learn by experience, this reality is often punctuated by a delay in making partner due to the lack of a “book of business” or mid-career partnership pressure on rainmaking.

Despite this reality, attorneys continue to struggle with bridging the gap between the skills and behaviors learned in law school and applied in practice, and those skills and behaviors needed to develop new business. This is where the law firm marketers come in.

An early line of defense in addressing this gap can be the engagement of a trainer or motivational speaker for intensive sessions, often at an annual retreat. This individual generates enthusiasm, raises awareness and teaches some client development skills. Being good students, the attorneys quickly realize the value of what they are hearing, and leave the session eager to apply their new knowledge.

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