HOW TO BUILD CREDIBILITY AND SUCCEED AS A COACH.

AuthorKleeman, Holly Lentz

Professionals who coach attorneys on building their business might tell you that the job requires thick skin, a bag full of tricks and endless optimism. But what about a law degree?

Too many times, coaches who are lawyers might have a leg up during an initial introduction. It is something they have in common with the person they are going to coach, and a good coach always looks for shared interests.

Beyond that, though, a good coach has skills and a core competency that has nothing to do with law school. And savvy coaches know how to gain credibility using their credentials and skills--no matter what their background is. If they enjoy what they do and have a good working knowledge of legal business development, they will make their success, and, therefore, build their reputation and credibility.

Whether you are coaching lawyers or athletes or soon-to-be mothers, there is a core set of strengths that are remarkably similar, regardless of the desired end goal. In the world of law, you also need knowledge of the legal market, business development techniques and best practices. None of these essential ingredients are found in law school, and sometimes, having a little distance from the billable hour and the world of partnership are needed to guide and motivate attorneys to the next level of building their book of business.

So, how do coaches who are not lawyers build credibility and achieve success?

Learn the Market, and then Showcase Your Knowledge

Lawyers are trained to look closely at a narrow topic. Different areas of law may require slightly different skills, but all lawyers are trained to research, think, debate, anticipate problems and find solutions for their clients. This leaves little time for paying attention to the business of law, market trends, industry shifts and the top targets for business development. When coaching lawyers, a little homework goes a long way. Understand their practice area. Find out what clients they serve and research those industries. Learn the hot topics and where the future legal needs are headed in those industries. Show your value as their trusted business adviser. Feed them information about their clients that they do not already know and show them how to leverage that knowledge to gain market share.

Model Excellent Client Service

When you are coaching attorneys, they are your client. This simple truth may be a bit easier to wrap your head around if you are not a lawyer. This service provider-to-client...

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