Over the last 40 years I’ve played hundreds of rounds of golf, never giving much thought to how the game connected to business development. Like most golfers, I was too busy hacking away, just trying to get to the next tee box without losing my ball. Then I met a golf instructor who completely changed my perspective. The lesson I learned on the range didn’t just improve my swing; it reshaped how I think about the process of winning new clients.
The Focus on the Outcome
As a lawyer, you’ve probably sat in a pitch meeting with a prospective client. You know the nerves that come with wanting to land the business. In those moments it’s easy to believe that the most important part of the meeting is “closing the deal.” But in reality, just like golf, the key lies in the process, not the outcome.
Back on the range, my golf pro asked me a strange question: “Steve, do you even enjoy swinging the club?” At first, I didn’t understand what he meant. He pointed out that I was racing through each shot, fixated on where the ball would land instead of experiencing or enjoying the swing itself. That question hit me hard. If golf is all about swinging the club over and over again, and I wasn’t enjoying the swing, was I really enjoying the game at all?
Process Over Pressure
At the time I didn’t have the skill to appreciate the swing. I was focused entirely on the result. But once I began working on a smoother, more controlled swing, not only did I enjoy the process more, but the outcomes naturally improved. That’s when it clicked: business development works the same way.
Too often lawyers rush through the client meeting as if it were a single big swing. They pitch quickly, talk about themselves, and hope the client will bite. But when you slow down and focus on the process, the results come more naturally. Instead of selling, you build rapport and ask thoughtful questions. Instead of solving problems on the spot, you listen deeply. The client feels heard, respected, and understood. That creates urgency for them to work with you, without you having to push.
The Enjoyment of the Swing
In golf, the enjoyment is found in the swing itself. In business development, it’s found in the relationship-building and learning process. When you concentrate on rapport, asking the right questions and listening, you stand out from the typical crowd of attorneys still swinging wildly with salesy pitches.
The irony is that when you stop obsessing over “closing” and start enjoying the process of learning about your prospective client, the close often takes care of itself. Prospects see you as an expert who understands their problems and priorities. They trust you, and they want to hire you.
The Takeaway for Lawyers
The next time you walk into a business development meeting, remember the lesson from the golf pro. Stop rushing to the finish line. Slow down, enjoy the swing, and focus on the process of discovery. When the conversation is about the client and not about you, the results will follow.
For more information about enjoying the swing in business development with BE THAT LAWYER, email me at [email protected] or visit my website at www.bethatlawyer.com