Legal Marketing and Selling: Doing the “Nasty Work” with Class

Let’s face it — most lawyers hate the word sales.

It feels pushy. It feels beneath the dignity of a profession rooted in intellect, trust, and advocacy. Many attorneys recoil at the idea of “selling” themselves or their services, believing great work should speak for itself.

But here’s the truth: business development is selling — just not in the way most lawyers think.

The difference lies in how you do it.

Sales in Law Isn’t Sleazy — It’s Service-Oriented

When you strip away the stigma, selling is simply helping someone identify a problem and guiding them toward a solution.
For lawyers, that’s second nature. You do it every day when you listen to a client, analyze their issue, and advise on the best course of action. The same mindset applies to business development — the only difference is that the “client” might not have hired you yet.

Great legal marketing isn’t about manipulation or pressure. It’s about clarity, connection, and care. It’s about positioning yourself as a trusted resource long before a retainer is signed.

Law Firms Often Avoid the Hard Work — and It Shows

Here’s the irony: firms invest heavily in branding, websites, sponsorships, and thought leadership — yet hesitate to engage in what actually drives results — personal, proactive relationship-building.

Why? Because that’s the “nasty work.”
It means making follow-up calls, asking for referrals, setting up coffee meetings, and being intentional about visibility. It’s less glamorous and more human. It’s the uncomfortable middle ground between marketing and results — the part that moves the needle but requires vulnerability.

Classy Selling Is About Service, Not Scripts

You can absolutely “sell” without ever feeling slimy. The secret is reframing it:
You’re not chasing business — you’re inviting connection.
You’re not pitching — you’re positioning yourself as helpful.
You’re not closing — you’re starting relationships.

Here are a few ways to approach selling the right way:

• Lead with value. Share insights, offer introductions, or provide quick answers — with no strings attached.

• Ask better questions. Instead of selling services, ask what challenges your clients are facing. Then listen deeply.

• Follow up with intention. A simple, sincere check-in can open doors without ever feeling transactional.

• Be visible and genuine. Attend events, speak on panels, publish articles — not to sell, but to serve.

At the End of the Day, Selling Is Just Serving — Strategically

Law firm growth doesn’t come from waiting for referrals or perfect timing. It comes from showing up consistently, caring authentically, and positioning your expertise so it meets your client’s needs.

So yes — business development is sales. But when done well, it’s the most elegant kind of sales there is: the kind rooted in service, trust, and professionalism.

That’s not nasty work.
That’s necessary work.

Anthonia Berry, MBA, NP

CEO + Chief Strategist

Strategy Academy