Enhancing your BD & sales reflex
The economy’s looking a bit shaky. Budget holders are twitchy. “Non-essential” spend is being scrutinised. And what’s often the first thing to get the chop? Training.
But here’s the thing—when times are tough, your people need to SELL. And if they’re not regularly sharpening their skills, they’ll struggle. In our view, the best BD and sales training is a constant – regular sessions that promote positive reinforcement of simple and repeatable processes. It’s like going to the gym—if you don’t keep at it, you’ll lose your strength (and let’s face it, most lawyers aren’t Arnold Schwarzenegger to start with).
This week’s Three Things is all about why now is the worst time to cut training out of next year’s budget.
Enjoy.
#1. In-person training boosts engagement and retention
Zoom fatigue is real. We all know that glazed-over look when someone’s pretending to listen while secretly scrolling through their emails. In-person training forces people to engage properly, practice real world scenarios, and get instant feedback—none of which happens effectively when they’re half-distracted at home.
Roleplays, live discussions, and on-the-spot problem-solving create muscle memory for BD and sales. You simply can’t replicate the energy and learning impact of a proper, interactive session over a Teams call.
#2. Culture-building, camaraderie, and war stories
In the good old days (pre-2020), teams naturally picked up sales tips and tricks from each other—whether in the office kitchen, at client events, or over a pint. But with hybrid working, those informal learning moments are happening less and less.
Getting people in a room together isn’t just about training—it’s about learning from each other. The best BD insights come from the war stories of colleagues who’ve been there, done it, and know what works. Sales success in professional services isn’t just about individual effort; it’s about knowing who in the firm can help, how to cross-sell effectively, and which approaches actually get results.
Frequent, in-person training creates those moments where people swap stories, share wins and failures, and learn from each other’s experiences—something you can’t replicate through a one-off webinar.
#3. The false economy of cutting training
Tightening budgets might seem sensible, but cutting BD and sales training in a downturn is like deciding to save money by skipping client meetings—short-term gain, long-term pain.
When the economy wobbles, the work doesn’t just walk through the door. Firms need to be more proactive in winning business, not less. And that means ensuring that EVERY lawyer —junior to senior—has the opportunity to build their confidence in selling their expertise.
The firms that will struggle most in the next year? The ones that wait until business dries up before realising their people aren’t equipped to bring in new work. By then, it’s too late.
Final thought
BD training isn’t a nice-to-have; it’s a necessity. And like going to the gym, one session won’t do it—you need to keep at it to stay in shape. The firms that invest in their people now will be the ones winning work while everyone else is playing catch-up.
So, if you’re cutting training to save money, just ask yourself—how much is it going to cost you in lost revenue down the line?
