In this powerful episode of Future Rainmakers, 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.

Key Timestamps:

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

About the Show: