Practicing law starts with getting and maintaining clients. Pitching business is an often underappreciated aspect of being successful as a lawyer. Thorough preparation is just as important for business development purposes as the research and planning needed for a trial. On the other hand, a lot of business is generated through relationships. Women attorneys can use preparation and relationships to even the playing field, but which is more important?

Let’s start by acknowledging two things. First, developing business is not easy. Even people who are good at it go through dry spells or encounter rejections. Second, there is no one-size-fits-all approach to generating business. Every lawyer seems to have her own style.