Business Development Mistakes: Lack of Focus

This is the fourth in a five-part resource series on the most common mistakes lawyers make as they try to develop business.

Mistake four: Not focusing your efforts or focusing them in the wrong areas

Without detracting from what I said in Mistake #3, if you don’t focus your efforts in the right way, the return on your investment will suffer. Yes, you do have to get to a quantity of activities before you narrow your focus down to the quality activities; however, you must narrow the focus at some point and drive your efforts into the opportunities that are working for you.

Once you have been around a bit, tried a few things out, and learned a few things about what works for you, you will be in better position to identify from among all the available opportunities, the ones that stand a good chance of having a high impact or value for you.

Focusing properly can manifest in many, many different ways, including:

  • Focusing on the connections and kinds of relationships you want to have;
  • Focusing on the approach to take when you interact with people who are, or you would like to have, in your network;
  • Focusing on the kinds of activities and opportunities that are best suited to your skills and characteristics; and
  • Focusing your energy on clusters of related activities that will allow you to get the most benefit from the work you put in.

Whichever way you choose to focus your efforts, the main goal is to touch the same people and audience as many times as you can in order to be memorable. Don’t spread yourself too thin, because it significantly reduces the chance of creating real connections and of being remembered.

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