By Steve Fretzin & Jhon Sciaccotta
Genuine Connections
Too often, attorneys dread business development, seeing it as a chore or something to avoid altogether. John Sciaccotta, a top business developer and partner at Aronberg & Goldghen, reframes it entirely. To him, business development involves building a circle of authentic connections that goes beyond networking events and elevator pitches. Our discussion shed light on how cultivating a reputation through genuine relationships is the key to long-term growth.
John’s grandfather, a restaurant owner in Chicago, taught him that customer satisfaction is key. This principle of putting clients first has remained with him throughout his career. Later, under the guidance of his mentor, Dick Culver, John learned to double his business each year, set achievable goals, and consistently make friends in the practice of law. Dick advises, “Everywhere you go, let people know you’re there to help with legal needs”, formed the foundation for his success in business development.
Lawyers need to build a reputation that makes them the first person others think of when a legal issue arises. And that reputation is built on being a good lawyer first, then a good marketer. Young attorneys often overlook this essential foundation, diving into business development before honing their legal skills. John’s advice is to focus on excelling in practice during the early years, ensuring that when business does come, clients feel confident they’re in capable hands. This approach lays the groundwork for sustainable business relationships and a steady stream of referrals.
Rather than viewing networking as a purely transactional activity, he approaches it as an opportunity to make lasting connections within the community. “You have to get involved,” he advised, whether through bar associations, community organizations, or nonprofit boards. By consistently participating in these groups, John not only strengthens his network but also gives back, supporting others in the legal community. This engagement, he shared, has been one of the most fulfilling aspects of his career.
For attorneys who feel uncomfortable with traditional business development tactics, John offers alternative approaches. Writing articles, speaking at events, and appearing on podcasts can showcase expertise and build credibility without requiring face-to-face interactions. Not everyone is a natural networker, he acknowledged, but every lawyer can find a method that suits them. What matters most is the commitment to making a consistent effort to put oneself out there, creating a presence in the legal and local communities. It’s not about mastering every technique; it’s about finding a few methods that work and pursuing them with consistency.
We agree that the key to effective networking lies in identifying and nurturing connections with influencers, those professionals who have a voice in directing legal work. Bankers, accountants, insurance agents, and business owners have been essential allies in his career, not because they are obligated to send him business, but because they trust him to deliver quality service. For John, these relationships are invaluable, built on years of mutual respect and reliability. Identifying the right influencers means looking for qualities like reliability, a solid reputation, and compatibility with one’s practice and values.
Young lawyers sometimes expect quick returns after one or two meetings, but John has a more seasoned perspective. Some relationships may take years to yield business. The key is to remain present and maintain regular contact, what John calls “significant touches”, whether through an email, call, or coffee meeting. These consistent interactions keep him top of mind for clients and referral sources alike.
He believes that true business development isn’t about aggressively asking for work; it’s about creating a community of allies who look out for one another. When meeting with referral sources, John doesn’t hesitate to ask, “How can I help you?” This mindset builds trust and shows his genuine interest in others’ success. In his words, “I’m a giver.” And this approach, he shared, not only feels good but leads to referrals because people remember his kindness and helpfulness.
His philosophy also extends to mentoring younger lawyers. He encourages them to approach networking as a collaborative endeavor rather than a competitive race. For those intimidated by events, he suggests attending with a colleague who can help break the ice. His empathy and commitment to fostering a supportive community make him a mentor to many. In his experience, lawyers grow more confident and comfortable with business development over time, especially when they have guidance from seasoned professionals.
John’s journey demonstrates that successful business development hinges on authenticity, quality service, and a willingness to help others. By focusing on building meaningful connections, helping others, and consistently showing up, lawyers can create a practice built not just on business, but on trust and genuine relationships.
Get to know more about Jhon HERE.
For more information about taking your law practice to the next level, please email me directly at [email protected].
Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at [email protected].