Business development is a lot like trying to fill a leaky bucket.
You work hard to generate leads, but many of them—sometimes most of them—drip out before turning into actual clients. That’s just the nature of the game.
But for lawyers, that feels like failure.
Most of us didn’t go to law school because we wanted to be in sales. We’re trained to be risk-averse. Many of us lean pessimistic. And we tend to take things personally when a lead doesn’t pan out.
So when the bucket leaks, we don’t just think, “That happens.” We think, “What did I do wrong?” “Why didn’t they choose me?” “I’m not good at this.”
But even the most successful rainmakers lose more leads than they convert. They just keep pouring more into the bucket. Over time, enough sticks.
The challenge isn’t just tactical—it’s emotional. Business development requires resilience, perspective, and a willingness to keep going even when your ego takes a hit.
If you’re trying to build your practice, don’t stop just because some leads leak out. Keep pouring.
Eventually, the bucket fills.
If you are struggling with this, that’s where coaching comes in. Having a sounding board helps you separate the story you’re telling yourself from what’s actually happening.
Coaching builds resilience, gives you a strategy for keeping the bucket full, and reminds you that business development isn’t about perfection—it’s about persistence.