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Coaching the Un-coachable: Five Proven Strategies to Help Any Lawyer Improve their Business Development Efforts: A Train the Trainer Program

August 17, 2017 | 11:30 AM - 1:30 PM

Steve Fretzin

One of the most challenging responsibilities of a marketing and business development professional is coaching attorneys on their BD efforts. Each attorney you work with has a unique set of idiosyncrasies, which makes coaching quite difficult. While some attorneys are gung-ho, others hide behind a desk to avoid doing it at all.

In order to be an effective attorney coach, you must internalize five core strategies to get real results with attorneys that need coaching. Once mastered, you can coach anyone. Key takeaways will include:

  • Understanding human behavior, yours and theirs.
  • Finding your attorneys “real motivation” for being coached.
  • Coaching attorneys using Fretzin’s “3 P’s” Methodology.
  • Behavior + Belief + Attitude = Results.
  • Tracking and accountability as the foundation of coaching.

This program was developed as a train the trainer to provide effective tools to help you improve your own coaching skills.  This will translate into results for the attorneys with whom you work. Steve Fretzin has been a professional coach for more than 15 years and has helped hundreds of attorneys to dramatically grow their books of business using his proven methodologies.

Much Shelist
191 North Wacker Drive
Conference Center - 10th Floor
Chicago, Illinois 60606
*You will have to show a valid ID to access the building

Lunch will be provided.

$40 LMA Members (AAM, ALA and WBAI members also receive member pricing and must register with a valid discount code.  Contact your Association leader for the discount code.)
$60 Non-Members and any registrations after August 15
Note: LMA Members must be logged in to the LMA website to receive the member rate.


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About Our Presenter

Steve Fretzin.pngDriven, focused and passionate about helping attorneys to reach their full potential, Steve Fretzin is regarded as the premier business coach, speaker and author on business development for attorneys.

Over the past 15 years, Steve has devoted his career to helping lawyers master the art of business development to achieve financial and personal freedom. His first book, “Sales-Free Selling,” and more recently IICLE published book, “The Attorney’s Networking Handbook,” have changed the way attorneys look at business development forever.

Steve has been featured in the Chicago Tribune, Crain’s and He has appeared on NBC News and WGN Radio, and has written articles for Attorney at Law magazine, the American Bar Association and the Illinois State Bar Association. You can also find his monthly column in the Chicago Daily Law Bulletin. We are pleased to have Steve as an active and loyal member of LMA Chicago.

Payment Information

Credit card and direct debit payments are only available online. Credit cards and direct debit payments will not be accepted at the door.

Cash or checks made payable to "LMA Midwest Region" will be accepted at the door.
The deadline for registration is Tuesday, August 15, 2017.

Walk-ins and those who register after August 15 will be charged the non-member rate of $60.00.

LMA Midwest Region reserves the right to cancel the registration of any registrant with an outstanding balance.

Should you need to cancel your registration, please contact prior to August 15. According to LMA Midwest Region policy, all no-shows and cancellations after August 15 will be billed the full registration rate.