Why Many Lawyers Don’t Seek Out Sales or Executive Coaching — Even When They Should
After two decades in corporate sales and now working directly with law firms to build scalable, predictable sales funnels, something has been really clear:
Many attorneys hesitate to pursue sales or executive coaching, even when they clearly want to grow their practice or group.
Here are 5 common reasons why:
1. “Sales Isn’t What I Signed Up For”
Most lawyers didn’t go to law school to become salespeople — and the idea of selling can feel at odds with their professional identity. But whether they realize it or not, every rainmaking attorney is selling — and they’re doing it in a way that aligns with trust and expertise.
2. Skepticism Toward Non-Legal Expertise
There’s a perception in the legal world that unless you’ve walked in a lawyer’s shoes, you can’t offer valuable insight. That skepticism can lead lawyers to dismiss coaching from seasoned sales professionals, even if that’s exactly the perspective they need to grow.
3. The Tyranny of the Billable Hour
Law firm culture often rewards short-term billing over long-term strategy. Coaching, business development, and leadership training can feel like “nice to haves” when everyone’s heads are down chasing hours.
4. Vulnerability Isn't a Safe Space
Admitting you don’t have all the answers? That you need support? In many firms, that’s not culturally rewarded. Coaching requires a level of openness — and that can feel risky in a high-performance, perfection-driven environment.
5. They Don’t Know What They Don’t Know
Many attorneys simply haven’t been exposed to what modern, strategic sales coaching looks like. They associate sales with outdated tactics, not relationship-driven systems that actually align with how they practice law.
Bottom line? Coaching isn’t about turning lawyers into “salespeople.” It’s about helping them attract the right clients, position themselves as trusted advisors, and build a business that’s sustainable — not just billable.
If you're a firm leader or attorney who's curious about what that looks like in practice, we're happy to share what’s working.
