Episode Summary:
In this powerful episode of Be That Lawyer, Coach’s Corner, business development coach and five-time author Steve Fretzin unpacks one of the biggest mindset traps for attorneys: selling. Steve introduces his concept of “sales-free selling,” a consultative approach that helps lawyers guide conversations without pressure, pitching, or bravado. He explains why traditional sales methods fail, how lawyers can qualify clients more effectively, and why building real relationships leads to stronger, more sustainable practices. Attorneys will walk away with actionable strategies to grow their business while staying authentic and ethical.

00:01 – Show introduction and welcome
01:10 – Why the word “sales” makes lawyers uncomfortable
04:05 – Traditional sales versus sales-free selling
07:40 – How buyers control the process in traditional sales
10:15 – Why lawyers must focus on fit instead of pitching
13:25 – The dangers of giving free consulting in early conversations
16:40 – Steps of sales-free selling and why process matters
20:05 – Handling objections without being pushy
24:30 – Qualifying clients: need, commitment, decision-maker, and budget
29:10 – Why “no” is better than “maybe” in client development
32:15 – How lawyers can stop chasing and start controlling business conversations
35:20 – Building authentic relationships without pitching
38:00 – Key takeaways and closing thoughts

Be That Lawyer, Coach’s Corner with Steve Fretzin is the podcast where top attorneys come to learn how to grow thriving, self-sustaining practices without the burnout, bravado, or BS. Hosted by business development coach Steve Fretzin, each episode delivers practical strategies and mindset shifts to help lawyers build authentic relationships, win business ethically, and take control of their careers.