Recently, when I was seeking out Ask Friday! questions, Cordell Parvin suggested that I answer the question of "What would you recommend busy lawyers be reading on business development and what will they get from it?"

Nothing immediately popped into my mind, and Cordell was nice enough to share his list with me, as well as what’s on his Kindle. Then, coincidentally, the same question appeared on the Legal Marketing Association’s listserv.  Those who responded were gracious enough to be included in my post, so without further ado, here is the recommended reading straight from legal marketers and business development coaches!

Beverly Loder of Fitch, Even, Tabin & Flannery in Chicago says: 

For associates, I always recommend The Law Firm Associate’s Guide to Personal Marketing and Selling Skills by Beth Cuzzone and Catherine MacDonagh.

For introverted or otherwise reluctant lawyers, Selling In Your Comfort Zone by Bob Kohn and Larry Kohn is a good resource."

Jeffrey Silber of Silber, Vasquez & Associates in San Francisco says:

The best law firm Business Development books I have seen beginning in legal marketing in 1994 as an international life coach and BD coach for lawyers, are two new books by fellow LMA member David King Keller. The first is titled, 100 Ways to Grow a Thriving Law Practice which recently won an LMA Bay Area Chapter Practice Development Award.

Also, I’ve seen an advanced copy of his 2nd book, which is being published by the American Bar Association’s book division in August, titled, The Associate As Rainmaker, Building Your Business Brain To Grow Law Firm Revenue. It’s a perfect complement to his first book, and includes a foreword by LMA’s President-elect Alycia Sutor with lots of contributions by Partners, CMOs, BD Directors, Client Relation’s Managers and people like Cherie Olland, Global Director of Business Development and Communications for Jones Day.

My own article, Legal Marketing from the Inside Out, will appear in the August issue of Strategies and as you will see David’s philosophy and approach to BD are entirely in sync with my own, which is why I am recommending his two books."

Michael Zolno of Zolno Consulting in Phoenix says: 

 These are items I have read & personally use. This is not a starting point or basic reading list. It is a "thinking-person’s" bibliography. Not so much "How to" but "Why, what and for whom."

I would highly recommend starting with the items noted by **

** Baker, Ronald J. Implementing Value Pricing. John Wiley & Sons, Inc, 2011

** Dahut, Henry. Marketing the Legal Mind, LMG Press, 2004.

Derrick, John. Boo To Billable Hours. Podia Press, 2008

** Dunn, Paul & Baker, Ronald J. The Firm of the Future. John Wiley & Sons, Inc, 2003.

Durham, James A. & McMurray, Deborah (Editors). The Lawyer’s Guide to Marketing Your Practice 2nd Edition. ABA Law Practice Management Section, 2004.

Gladwell, Malcolm. Outliers: The Story of Success. Little, Brown and Company, 2008 (Especially chapter 5).

Grella, Thomas C. & Hudkins, Michael L. The Lawyer’s Guide to Strategic Planning. ABA Law Practice Management Section, 2004

Iezzi, John G. Results-Oriented Financial Management – A Step-by-Step Guide to Law Firm Profitability, 2nd Edition. ABA Law Practice Management Section, 2003.

** Kotler, Philip, Hayes, Thomas & Bloom, Paul N. Marketing Professional Services, 2nd Edition. Prentice Hall Press, 2002.

Lenskold, James D. Marketing ROI. McGraw – Hill, 2003.

Schmidt, Sally. Business Development for Lawyers: Strategies for Getting and Keeping Clients. ALM Publishing, 2006.

** Susskind, Richard. The End of Lawyers? Oxford University Press, 2008"

Thanks to everyone who offered their excellent recommendations – what books would you recommend to lawyers for business development (they don’t have to be industry books!) and why?

Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.