In this episode of the Ask Canada Immigration Lawyer, Evelyn Ackah podcast, Evelyn speaks with Steve Fretzin,President and Founder of Fretzin, Inc. and host of the Be That Lawyer podcast, about business development for lawyers and why relationship-building remains at the heart of sustainable professional growth. Drawing on more than 20 years of coaching experience, Steve shares how he helps lawyers move away from outdated, sales-driven tactics and adopt a more authentic, consultative approach to networking, client development and long-term practice growth.

The conversation explores why many lawyers struggle with sales and business development, even though building a book of business is essential for long-term career security and independence. Steve explains his “sales-free selling” philosophy, which reframes business development as problem-solving rather than pitching. He discusses the importance of asking better questions, listening actively, following up consistently and creating genuine relationships that lead to trust, loyalty and referrals over time. He also shares practical insight on client retention, effective networking, time management, delegation and how lawyers can use systems and automation to stay focused on high-value work.

Whether you are a solo practitioner, a lawyer in a large firm or a business owner looking to strengthen client relationships and grow strategically, this episode offers practical guidance on developing business in a way that feels natural, ethical and effective. It is a thoughtful discussion on how professionals can protect their future, adapt to change and build a practice rooted in trust, value and consistency.

Links to Find Steve Fretzin:
LinkedIn: https://www.linkedin.com/in/stevefretzin 
Website: https://fretzin.com 

Need immigration help? Book An Initial Call With Our Client Engagement Coordinator

Here are the key points from Evelyn Ackah’s podcast interview with Tom Hanson:

Business Development, Networking and Law Firm Growth

  • Explores why lawyers must actively build relationships and develop business instead of relying only on referrals or firm assignments

  • Highlights that trust, consistency and visibility are essential for long-term client growth

  • Emphasizes that business development should be treated as part of the job, not something done only when work slows down

Career Path from Sales to Legal Coaching

  • Traces Steve Fretzin’s journey from early sales roles into coaching lawyers and law firms

  • Shows how experience working with many industries led him to specialize in legal business development

  • Explains that most lawyers are never trained in marketing, networking or how to build a book of business

The “Sales-Free Selling” Philosophy

  • Introduces the idea that lawyers should focus on solving problems rather than selling services

  • Encourages asking questions, listening carefully and understanding client needs before offering advice

  • Highlights that authenticity, empathy and trust create stronger relationships than aggressive sales tactics

Why Many Lawyers Struggle with Business Development

  • Notes that many lawyers have no clear system for networking or client development

  • Explains that relying on chance, referrals or firm assignments creates long-term risk

  • Emphasizes the importance of structure, planning and consistent follow-up

Client Retention and Long-Term Relationships

  • Explains that good legal work alone is not enough to keep clients loyal

  • Encourages lawyers to stay in touch, add value and build personal connections over time

  • Suggests having a client loyalty plan with regular communication, updates and support

Practical Networking Strategies

  • Recommends preparing before events and knowing what you want to achieve

  • Encourages asking thoughtful questions instead of trying to sell immediately

  • Highlights that follow-up after meetings is what turns introductions into real opportunities

Changes in the Legal Industry

  • Discusses growing competition, new business models and pressure on traditional law firm structures

  • Encourages lawyers to build their own book of business to protect their careers

  • Highlights the need to adapt to new technology, new clients and new ways of working

Using AI, Systems and Delegation

  • Explores how automation, scheduling tools and AI can help lawyers manage their time more efficiently

  • Encourages focusing on high-value work and delegating routine tasks

  • Shows that organization, systems and time management are critical for long-term success

Key Takeaways for Lawyers and Professionals

  • Building a strong practice requires consistent networking, relationship-building and follow-up

  • Trust and personal connection are often more important than marketing alone

  • Lawyers who develop their own clients have more stability, flexibility and career security

  • Technology, systems and planning help professionals stay competitive in a changing legal market

Need immigration help? Book An Initial Call With Our Client Engagement Coordinator

 

About Calgary Immigration Lawyer Evelyn Ackah

Evelyn Ackah is the Founder and Managing Lawyer at Ackah Business Immigration Law. With offices in Calgary, Toronto and Vancouver, we work with individuals and business owners from all over the world who want to cross borders seamlessly. For more information on immigration to Canada or the United States, reach out to Evelyn at Ackah Business Immigration Law today by calling (587) 854‑3821 or emailing Evelyn directly at contact@ackahlaw.com.

The Ask Canada Immigration Lawyer Evelyn Ackah podcast, hosted by Calgary Immigration Lawyer Evelyn Ackah, was named as one of the Top 60 Podcasts on Immigration on the web by Feedspot.