Why Lawyers Struggle with Business Development and How to Fix It

How Did a Plane Crash Shape Steve Fretzin’s Life and Career?

Steve Fretzin begins his story with a life-changing experience at just 26 years old. While returning from Eagle River, Wisconsin, he and his friends were involved in a terrifying plane crash when their small aircraft lost power mid-flight. The pilot attempted an emergency landing, but the plane clipped a curb, flipped upside down at 80 miles per hour, and crashed into a garage.

Miraculously, everyone survived, though Steve suffered multiple injuries, including broken bones, dislocations, and torn ligaments. His girlfriend endured even more severe injuries and remained in a coma for two weeks. Reflecting on that moment, Steve emphasizes that he should not be alive today. That near-death experience changed his perspective forever, pushing him to live life fully and pursue a mission greater than himself.

Instead of taking life for granted, Steve committed to helping others—particularly attorneys—live their best professional lives. His father had been a successful lawyer who retired after decades of practice, and although Steve never wanted to practice law, he found his passion in helping attorneys thrive on the business side of their careers.

Why Did Steve Fretzin Choose to Focus Exclusively on Attorneys?

Initially, Steve Fretzin had no intention of coaching lawyers. In fact, he launched his first business in 2004 teaching “sales-free selling” to professionals across more than 50 industries. But during the 2008 recession, everything shifted.

As law firms struggled, attorneys began reaching out for guidance on business development. Steve’s father had always run a successful solo practice, so Steve assumed lawyers didn’t need help. But as the economy declined, it became clear that attorneys were struggling with marketing, client acquisition, and practice growth.

Over time, lawyers became the majority of his clients, and Steve realized he needed to specialize. He rebranded his company from “Sales Results, Inc.”—a name that felt too “salesy” for lawyers—to Fretzin, Inc., focusing entirely on helping attorneys. Since then, he has worked with hundreds of lawyers, from solos to big law rainmakers, providing business development coaching that is ethical, sustainable, and highly effective.

What Does It Mean to “Be That Lawyer”?

When asked what “Be That Lawyer” means, Steve Fretzin explained that every attorney knows someone in the profession they look up to—someone who has built their own book of business, takes vacations, controls their schedule, and enjoys autonomy in their career.

That person is “that lawyer.” They are respected not only for their legal skill but also for their ability to bring in clients and run their practice with independence. By contrast, many attorneys without business development skills are left working evenings and weekends, taking orders from multiple partners, and struggling to control their future.

“Be That Lawyer” is about becoming the attorney that others admire—the one who has true control, freedom, and balance in their professional life.

Why Do Law Schools Fail to Prepare Attorneys for Business Development?

Steve points out a major flaw in legal education: law schools rarely teach students about marketing, networking, or business development. At best, there may be a single practice management course that only scratches the surface. The reality is that law students graduate highly skilled in legal knowledge but unprepared to build a sustainable practice.

Some of this, Steve argues, may even be intentional. Large law firms benefit from hiring new lawyers who lack business skills, since it ensures they remain “workhorses” performing billable tasks rather than leaving to start their own practices. Unfortunately, this leaves many attorneys underprepared to thrive in today’s competitive legal market.

How Can Lawyers Shift Their Mindset About Sales?

One of the biggest hurdles attorneys face is their mindset toward sales. Steve explains that many lawyers equate sales with used car salesmen—pushy, manipulative, and unprofessional. But this perspective overlooks the reality that every successful law firm has been built on business development.

Steve developed his Sales-Free Selling® system to address this issue. Instead of pushing services, attorneys learn how to:

• Build authentic relationships
• Ask meaningful questions
• Listen actively
• Identify client problems
• Guide prospects through a buying decision

This approach eliminates the discomfort of “selling” and replaces it with a natural, client-focused process. Clients feel understood, and attorneys can ethically grow their practices without sacrificing professionalism.

What First Steps Can Lawyers Take to Build Their Own Book of Business?

For lawyers who feel overwhelmed or stuck, Steve Fretzin emphasizes the importance of becoming a student of business development. Just as attorneys dedicate years to studying the law, they must also invest in learning marketing and client growth strategies.

Practical steps include:

• Reading books on legal marketing and business growth
• Listening to podcasts
• Attending events and workshops
• Engaging with coaches and mentors
• Learning from successful rainmakers

Steve highlights his book Be That Lawyer: 101 Top Rainmaker Secrets to Growing a Successful Law Practice, which shares proven strategies from leading attorneys, including his own father. By studying the habits of successful lawyers, attorneys can avoid trial-and-error and instead apply proven techniques to build a thriving practice.

What Can Listeners Expect from Coach’s Corner?

With Coach’s Corner, Steve Fretzin aims to provide lawyers with tactical, actionable advice they can use immediately to build better practices. While his Be That Lawyer podcast focuses on interviews with experts and rainmakers, Coach’s Corner is designed to deliver direct guidance on topics like networking, time management, and sales-free selling.

Future episodes will also feature clients who share their experiences and results, giving listeners a behind-the-scenes look at how coaching transforms legal careers. Steve’s goal is to ensure that attorneys stop waiting for referrals and instead gain the tools and confidence to build the law practices they truly want.