The big questions

By Linda Julian

Effective business development is about far more than getting work.  It's about getting the right opportunities to service and satisfy the right clients.

Professionals need to ask these questions about each and every potential engagement:

• Is this the right client ?
• Is this the right matter ?
• Is it a strategic fit ?
• Can we do a good job ?
• Am I the right lawyer for this file ?
• Is it likely to yield a satisfied client ?

Then, you need to make a clear "go/no go" decision.
If the answer to any question is "no", your answer should be "no go" this time.