In this premier episode of Be That Lawyer: Coach’s Corner, internationally recognized lawyer coach and five-time author Steve Fretzin shares his remarkable journey and reveals why so many attorneys struggle with business development—and how to overcome it. From surviving a near-fatal plane crash to building one of the most successful legal coaching practices in the country, Steve’s story is one of resilience, transformation, and purpose.

Drawing on over 17 years of experience coaching hundreds of lawyers, Steve explains why procrastination, lack of training, and mindset issues often hold attorneys back from growing their practices. He also introduces his proven Sales-Free Selling® methodology, which empowers lawyers to develop business authentically, without the pressure of “selling.”

Whether you’re a solo practitioner or part of a large firm, this episode delivers practical, actionable strategies to help you build the law practice of your dreams while maintaining balance and control.

0:00 – 2:50: Introduction to Steve Fretzin and the mission behind Coach’s Corner
2:51 – 7:20: Surviving a plane crash and finding purpose in helping lawyers succeed
7:21 – 10:42: Why Steve chose to specialize in coaching attorneys after the 2008 recession
10:43 – 13:45: What it means to “Be That Lawyer” and how the show differs from Steve’s podcast
13:46 – 16:20: Why law schools fail to prepare attorneys for business development
16:21 – 18:00: Shifting lawyer mindsets about sales and the Sales-Free Selling® approach
18:01 – 19:49: Actionable first steps for attorneys to start building their own client base

In this kickoff episode of Be That Lawyer: Coach’s Corner, Steve Fretzin—renowned business coach, author, and advisor to attorneys—pulls back the curtain on why lawyers struggle with business development and how to fix it.

Steve recounts how a life-changing plane crash shaped his mission to help attorneys take control of their careers. He explains why many lawyers resist business development, the hidden reasons law schools don’t teach it, and how his Sales-Free Selling® system helps attorneys grow their books of business without feeling “salesy.”

Packed with real-world insights and tactical advice, this episode is a must-listen for lawyers who want to stop waiting for referrals and start building thriving, sustainable practices.