Attitude and behavior win you BTI Business Develop Badass status. It’s not only what you do, it’s how you do it—specifically. BTI research reveals 7 key differences between the BTI Development Badass (BDB) firms and everyone else.
1. Advance Notice of the Pitch
Knowing the pitch is coming before everyone else is a real advantage. BDBs carefully plan out the best team with both knowledge and chemistry. They know how to do the business development equivalent of synchronized swimming. These firms have a process and approach—and follow it when leads come in the door. They have more time to do it—because they knew before everyone else. And, they mostly don’t respond to surprise RFPs.
2. Mobilize Quickly
Swift and clarity are the only worlds to describe a BDB’s approach. They know who they want to lead the pitch (and it may not be the person who generated the lead) and who they want as the supporting cast. Everyone embraces their role. They spend little time sweating anything other than the best fit for technical skills, chemistry, and ability to win.
3. Play to Win
BDBs pullout all the stops and do whatever it takes to win the clients they want. And they pass on those they don’t.
4. Ignore the Rules
The RFP may say “don’t contact the client”, but BDBs don’t care. They reach out, ask questions, propose ideas and strategies – even ask what types of personalities clients prefer. Again, they do whatever it takes. As a side note – clients tell us they are surprised at how many law firms obey this rule.
5. Do Something Unexpected
BDBs focus on questions, strategies, goals, and issues. Any firm statistics about number of wins and deals closed are supplied in an appendix. In effect, BDBs treat the pitch as a kick off meeting – using information gained in the banned contact discussed in the paragraph above.
6. Differentiates Themselves
Telling a potential client a story with their needs as the center point is different. The themes include how a GC’s problem will be solved; examples of how life will be better, all the ways they deliver to budget, and new angles on old problems. The story includes the strategies to convince a client this firm won’t think of missing a deadline. Most importantly, they share industry and company insights and link these to legal issues their prospective client may face.
7. Rainmakers Lead–and Have Fun
BDBs bring in the rainmakers for the win. The pitch does not automatically go to the partner who gets the lead. The originator still gets the credit and rewards, but they may not be the best to close the business. The rainmakers share credit and love the pursuit. The thought of a big win is a source of energy and strength—and BDBs have found a way to put these partners out in front.
Your firm can be a BTI Business Development Badass law firm. It’s not as daunting as it seems. Most firms who make the changes ask themselves why they didn’t do it earlier. Contact me to discuss how to make this happen at your firm—and have your attorneys think it is a great idea.
MBR