If law schools taught future lawyers how to bring in clients, how to develop business, how to cross-sell different practice areas, and how to provide additional solutions—in other words, how to sell—it would be the most practical and beneficial education its students could receive. And this would not be too much of a stretch beyond the standard curriculum. Law schools already teach communication skills, critical thinking skills, and listening skills. Sales/business development is a natural extension of what is already being taught.
Furthermore, the bottom line is that everyone is in sales. When students or lawyers look for jobs, they are selling themselves. When law firms or other entities recruit talent, they are selling the organization. Litigators sell their arguments to juries and judges. Transactional lawyers sell their positions to their clients and opposing counsel. In-house lawyers sell their opinions to the companies that employ them. Law school administrators sell their schools to alumni and donors in order to raise funds, and to prospective law students for attendance.
Everyone is in sales, whether they want to be or not. If law schools accepted this fact and included professional sales training as part of the curriculum, it would transform the careers of many of their law students.
Regardless of whether law schools decide to implement sales education as part of their curriculum, there are practical steps that you, as a practicing attorney, can take to improve your skills when it comes to business development (i.e., selling). If you have a mentor or colleague in your firm who is a top rainmaker, ask her for guidance and suggestions. Also, there are countless books, classes, videos, and training programs on sales and rainmaking. Most importantly, it takes a plan and the consistent execution of that plan. Do yourself a huge favor and get started on it today. It is literally the best career move you can make.
