How Lawyers Can Build a Practice They Love with Steve Fretzin
When to Charge for Consultations
Steve Fretzin explains that charging for consultations depends on the practice type and client behavior. For attorneys dealing with frequent no-shows or last-minute cancellations, charging a small consultation fee can create commitment and reduce ghosting.
He compares it to paying for a Pilates class—when people pay, they show up. However, for lawyers handling large-scale corporate matters or high-value litigation, consultation fees are less common and often unnecessary. The key, he says, is understanding your market and using consultation fees strategically to reinforce professionalism and client accountability.
Knowing Who You Can Help—and Who You Can’t
Fretzin describes his work as part coaching, part qualification. His Sales-Free Selling program helps any lawyer willing to take consistent action and follow systems. But not every attorney is a fit.
If a lawyer relies solely on SEO, pay-per-click ads, or automated leads and isn’t interested in business development, Fretzin is upfront about it. “If the phone is ringing off the hook, you don’t need me,” he says. Instead, he refers such clients to SEO specialists, pay-per-click experts, or operational consultants who can help manage the overflow.
His focus is always on helping lawyers who want to actively grow their client base through relationships and systems, not just digital marketing.
The Power of Saying No
Gwen Griggs notes that lawyers often take every opportunity that comes their way. But Fretzin stresses the value of discernment. Saying “no” to clients or projects that don’t fit is essential to maintaining focus, quality, and peace of mind.
He encourages lawyers to treat client intake like an interview process—both sides should evaluate whether the relationship makes sense. Lawyers shouldn’t hesitate to turn away difficult clients or those who show red flags early in the conversation. Establishing that boundary at the start sets the tone for mutual respect and efficiency.
How to Politely Decline the Wrong Clients
Fretzin teaches lawyers to set clear expectations at the start of every meeting. By stating that the goal is to see if there’s a good fit for both sides, attorneys create an open space for honest decisions.
When it becomes clear that a potential client isn’t a match, lawyers can gracefully decline without confrontation. Instead of burning bridges, they can refer those clients elsewhere. Fretzin even jokes that he has colleagues who specialize in taking on “difficult” clients—and he’s happy to send them their way.
Why Letting Go of Bad Clients is Essential
Letting go of toxic clients, according to Fretzin, is one of the most freeing decisions a lawyer can make. He recalls working with an attorney in the M&A space who dealt with a disrespectful, non-paying client. Fretzin helped him design a clear exit plan and shift his focus to better clients who valued his work.
He believes that a lawyer’s time should be spent on cases and relationships that align with their goals and values. Taking every case that comes in leads to burnout and dissatisfaction. The happiest and most successful lawyers are those who intentionally choose clients who respect their time and expertise.
Building a Career That Feeds Your Life
Fretzin emphasizes that lawyers only get one shot at life—and spending decades miserable in a career that doesn’t fit isn’t worth it. He works with attorneys who are ready to make meaningful changes, whether that means building better systems, choosing their clients more carefully, or developing new business skills.
Both Gwen Griggs and Whitney Harper agree that the legal profession is full of talented people who care deeply about their work but often lose themselves in the grind. The goal, they say, is to help those lawyers reclaim their freedom and joy in the process.
Becoming a Student of the Business Side of Law
Fretzin’s biggest advice to lawyers is to become a student of the business of law—not just the practice. Mastering legal skills is essential, but so is understanding marketing, time management, leadership, and business development.
He emphasizes that rainmaking isn’t a natural-born talent—it’s a learned skill. Any lawyer can become effective at business development if they approach it with curiosity and discipline. He encourages attorneys to read books, join peer groups, seek mentorship, and continuously improve their professional toolkit.
For those afraid of coming across as “salesy,” Fretzin recommends starting with his Sales-Free Selling method, which focuses on authentic communication and relationship-building rather than persuasion.
Building a Practice You Love
When asked what he loves most about his own work, Steve Fretzin says it’s the success of his clients. His motivation comes from helping lawyers grow their practices and regain control of their careers. He takes pride in seeing their results and hearing from younger attorneys who have benefited from his podcasts, books, and coaching programs.
Fretzin’s mission is simple—to leave the legal industry better than he found it. Through his content, coaching, and community work, he aims to empower lawyers to thrive on their own terms, both professionally and personally.
Where to Find Steve Fretzin
Steve Fretzin is highly active on LinkedIn and regularly shares insights on business development for lawyers. He can also be reached at fretzin.com or by email at steve@fretzin.com.
He continues to publish books, including his latest collection of insights from legal thought leaders, and frequently appears at industry events to help attorneys navigate modern challenges in business growth.
