Match Lawyers’ Business Development Efforts to Personality Traits – Part 2

This is part 2 of the Match Lawyer’s Business Development for Efforts to Personality Traits. To read part 1, click here.

Attorney Business DevelopmentNo “one size fits all”

“Business developers who work in roles that are consistent with their personality, values and interpersonal characteristics are more likely to outperform those who are less well-matched,” said Brown. “It is important to match lawyers with business development activities that fall within their comfort zones.”

To do this, Brown developed a tool called the Lawyer Behavior Profile. “This tool is a personal GPS for building a lawyer’s practice,” said Brown. “It is objective, designed specifically for lawyers and focused specifically on business development traits. Its goal is to help lawyers best deploy their strengths and work around their weaknesses in the business development process.”

The Lawyer Behavior Profile is a deep-dive assessment that Brown’s company administers to its clients.

Quick Tool to Understand Prospects

In addition, Brown shared a shorthand tool devised for quickly understanding and categorizing the personalities of prospects.

This tool charts each person on two characteristics – orientation and speed. A person’s orientation can be towards tasks or towards people, or somewhere in between. A person’s speed can be methodical or quick, or somewhere in between. Plotting these elements on two axes generates four quadrants and four distinct personality types.
People who are methodical and task-oriented are “analyzers.” To analyzers, it is important to “get it right.” They pay attention to details, are systematic and analytical, and are problem solvers. Common career choices for analyzers are scientist, engineer, accountant, ERISA attorney or IP attorney.

“When trying to persuade an analyzer to engage in business development activities,” said Brown, “use facts, numbers and information. When trying to get an analyzer to do business development, let them use information to persuade. Research projects and articles that can be shared with clients and potential clients are good activities for analyzers.”

People who are methodical and people-oriented are relators. To relators, it is important to “get along.” They are agreeable, need to be liked, interested in others and often serve as peace-keepers. Common career choices for relators are counselors, teachers, ministers, social workers and arbitrators.

“When trying to persuade a relator to engage in business development activities,” said Brown, “emphasize activities that maximize interaction – events where they can meet people and create relationships. Networking (including social networking) is a good business development activity for relators.”

People who are quick and task-oriented are directors. To directors, it is important to “get it done.” They are focused, direct and blunt. They need to be in control. Common career choices for directors are CEO, drill sergeant, dictator, athletic coach and managing partner.

“When trying to persuade a director to engage in business development activities,” said Brown, “emphasize activities where they can be in control. Board leadership or organizing a seminar (but not necessarily speaking at the seminar) is a good business development activity for a director.”

People who are quick and people-oriented are performers. To performers, it is important to “get appreciation.” They are creative individuals who see the “big picture” rather than the details. They enjoy opportunities to socialize and be recognized. Common career choices for performers are sales person, entertainer, social director, advertising executive and trial lawyer.

“When trying to persuade a performer to engage in business development activities,” said Brown, “emphasize activities that allow them to be creative in public. Giving speeches and making presentations at a beauty contest are good business development activities for performers.”

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Janet Ellen Raasch

About Janet Ellen Raasch

Janet Ellen Raasch is a writer, ghostwriter, editor and blogger at Constant Content Blog who works closely with professional services providers – especially lawyers, law firms, legal consultants and legal organizations – to help them achieve name recognition and new business through publication of keyword-rich content for the web and social media sites as well as articles and books for print. She can be reached at (303) 399-5041 or

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