Many attorneys don’t see themselves as salespeople.
They fear looking disreputable, cheap, even sleazy.
You don’t want to be Saul Goodman.
And when you’re in law school, you’re trained to be legal experts, not entrepreneurs.
But if you own your own firm or you’re a partner, business development is part of your job description.
You’re not just practicing law, you’re also building trust, attracting clients, and generating revenue.
That requires a sales mindset.
Not just a legal mindset.
Oftentimes, attorneys give too much legal advice, without signing the case.
And I get it, you want to help people, but you also need to make money.
Sales doesn’t have to be pushy.
It’s about showing up with clarity and confidence, knowing who you help, and being able to articulate that value in a way that connects with the people you want to serve.
This is especially true when you’re trying to grow in a market that’s new to you — like the U.S. Hispanic market.
You need to earn attention and trust, and that takes consistent, intentional outreach.
So what do you do?
You have to put yourself out there and establish yourself as a leader and an expert.
For example, the best ads inform others of legal help that they didn’t know one could receive.
Like in lemon law, informing someone that legal action can be pursued if a warranty fails to address a defect on their car.
It might not have crossed someone’s mind, but you informed them of the possibility. That breaks the trust barrier you need.
Now that they trust you as an expert, the next step is getting them to choose you as their legal representative.
You need to reframe your mindset: business development isn’t separate from your legal work — it enables it.
Sales doesn’t mean selling out. It means owning your value and making sure the right people hear it.
And that’s something every great attorney should feel confident doing.