The BD Ladder

“Can you offer a discount?”

It’s a question most professionals face—and one that can be difficult to handle in the moment.

The instinct is often to say yes, just to keep things moving or protect the relationship.

But over time, that can undermine the value of your work.

In this video, we share some practical ways to approach these conversations differently—so you can:
• Respond with confidence
• Communicate your value more clearly
• Avoid giving away margin unnecessarily

If you’ve ever found pricing conversations challenging, this is well worth a watch.

🎥 Watch here:

Client Asking for a Discount? Here's What to Say Are you tired of clients asking for discounts and not knowing how t...

Most lawyers are trained to respond quickly, fill gaps, and keep conversations moving.

But one of the most powerful techniques in client conversations is actually the opposite:
knowing when to stay silent.

When you resist the urge to jump in, something interesting happens—
clients start to fill the space. They expand. They share more than they initially intended.

And that’s often where the real insight comes from.

I’ve shared a quick 30-second take on this in the video below.

🎥 Watch here:
https://youtube.com/shorts/JSwI7vGlMpo?si=prhB9F1lwCsq9OLz

Lawyers Missing This Simple Tactic #BD #Lawyers The BD Trick No One Uses (Silence)Description:The most underrate...

Finding time for business development is something almost every lawyer struggles with.

It often feels like something you need a whole afternoon (or more) to do properly.

But what if that wasn’t the case?

What if you could make real progress in just 18 minutes a day?

In this video, we share a simple way to approach BD using three small, focused actions—helping you stay connected, build relationships, and create more opportunities over time.

It’s practical, realistic, and easy to apply.

🎥 Watch here:

18 Minutes Daily Gets You More Meetings Business development in only 18 minutes,. Finding the time to do BD...

Most professionals don’t struggle with business development because they lack effort.

They struggle because they’re approaching it the wrong way.

In this short interview, Paul Cochrane speaks with Ben Paul (CEO, The BD Ladder) about a more practical, natural approach to winning work in professional services—especially for lawyers.

We unpack:
• Why clients often aren’t motivated by “more revenue”
• The simple shift that improves how you start BD conversations
• A common mistake that quietly kills momentum in deals
• How to build referrals without it feeling awkward
• Why introverts often outperform in business development

If BD has ever felt a bit forced, tactical, or uncomfortable, this is worth a watch.

🎥 Watch the full interview here: https://www.youtube.com/watch?v=Spi4gXlO7Sc&t=126s

Keen to hear your thoughts—what part of BD do you find most challenging?

How Lawyers Can Win More Work Without “Selling” - BD That Actually Works What if business development didn’t feel like selling at all?In this conversation, Paul Cochrane (Partner, Definitive Consulting) sits down with Ben Paul (CE...

What are the most important business development and marketing trends for professional services firms in 2026?

To find out, we asked BD and marketing leaders from around the world to answer one simple question:

“If professional services firms focus on just one BD or marketing trend this year, what should it be — and why?”

In this video, leading business development and marketing professionals from across the global professional services sector share their insights on the trends that firms should prioritise to grow, win more work, and strengthen client relationships.

If you work in business development, marketing, or leadership within a professional services firm, these perspectives will help you focus on the strategies that matter most in the year ahead.

You’ll hear insights on topics such as:
• Business development strategy for professional services
• Marketing trends shaping law firms and advisory firms
• Building stronger client relationships
• Differentiation and positioning in competitive markets
• The evolving role of BD and marketing teams

This collaborative video brings together perspectives from across the global BD community, providing a snapshot of what leading professionals believe firms should prioritise now.

Global BD Leaders Share the One Trend Professional Services Firms Must Focus on in 2026 What are the most important business development and marketing trends for professional services firms in 2026?To find out, we asked BD and marketing leaders ...