In this episode, Steve Fretzin and Christina Martini discuss:

• How Tina pivoted from engineering to legal.
• Selling big law by increasing the stickiness factor through cross-selling.
• Minding your assets in networking and cross-marketing.
• Building your book of business authentically.

Key Takeaways:

• The practice of law is not that different from having and nurturing the relationships in your life. Everything is all about relationships which are dynamic and require proactivity.
• Good business development, whether in a solo firm or in big law, requires a multi-pronged approach. Leverage existing clients, leverage your network, and talk to your peers. The right work for you is out there, but you’ve got to ask for it.
• Be prepared and have dynamic conversations with your potential clients. It will help build and nourish the relationship, but it will also create opportunities.
• As a woman, embrace who you are, embrace your femininity and who you want to be in the world when you go to market. Be authentic in your relationship building and in building your book.

"The rubber really meets the road when you cross-sell your clients into areas that are completely unrelated to yours. That's how you institutionalize clients. That's how you increase the stickiness factor." —  Christina Martini

Find out more about the 10 Easy-to-Execute Hacks to Unlock Your Full Potential at: fretzin.com/events

Thank you to our Sponsors!

Lawmatics: lawmatics.com/bethatlawyer

Get Staffed Up: getstaffedup.com/bethatlawyer

Green Cardigan Marketing: greencardiganmarketing.com

Episode References: 

• Strategy and the Fat Smoker: Doing What’s Obvious But Not Easy by David Maister
• Emotional Intelligence: Why It Can Matter More Than IQ by Daniel Goleman

About Christina Martini: Christina L. Martini is a partner with McDermott Will & Emery and serves as the Global Head of the Firm’s Trademark Prosecution & Controversy Practice. Tina focuses her practice on domestic and international trademark and copyright law, as well as domain name, Internet, advertising, unfair competition and entertainment law. She has extensive experience in counseling, prosecution, enforcement, due diligence and licensing matters, and in assisting clients in protecting their intellectual property rights through litigation and other means. Tina has also served as an expert witness regarding issues on trademark, unfair competition and trade dress law, as well as USPTO practice. Described as a “juggernaut in the trademark market,” Tina is a trusted advisor with a proven track record of successful outcomes for clients.

For many years, Tina has also been selected as one of America's leading intellectual property lawyers by Chambers & Partners, which has also given MWE’s Chicago Trademark Group a Band 1 ranking. Tina has also been rated AV Preeminent by Martindale-Hubbell and designated an Illinois Super Lawyer.

Tina is the host of “Paradigm Shift with Christina Martini” and is co-host of WGN Radio's popular show "Legal Face-Off." Since 2010, Chicago Lawyer has featured her legal column, "Inside Out.”

Connect with Christina Martini:

Website: mwe.com

Email: [email protected]

Show: paradigmshiftshow.com

Show: wgnradio.com/wgn-plus/legal-face-off

LinkedIn: linkedin.com/in/christinamartini

X: twitter.com/TinaMartini10 & twitter.com/McDermottLaw

Facebook: facebook.com/McDermottWillandEmery

Instagram: instagram.com/christina_louise_martini &  instagram.com/mcdermott_law

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

X: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: [email protected]

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Show notes by Podcastologist Chelsea Taylor-Sturkie

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.