Episode 298 of The Rainmaking Podcast features Scott Love in conversation with Eva Wisnik on how to fit business development into an already hectic schedule—especially for busy law firm partners and associates. Eva explains that many lawyers are trained to “issue spot” (anticipate what can go wrong), which is great for client service but can sabotage rainmaking unless it’s replaced with an opportunity-focused mindset. She reframes BD as “selling through substance”: asking better questions, ...
Episode 298 of The Rainmaking Podcast features Scott Love in conversation with Eva Wisnik on how to fit business development into an already hectic schedule—especially for busy law firm partners and associates. Eva explains that many lawyers are trained to “issue spot” (anticipate what can go wrong), which is great for client service but can sabotage rainmaking unless it’s replaced with an opportunity-focused mindset. She reframes BD as “selling through substance”: asking better questions, showing genuine curiosity, and positioning outreach as problem-solving rather than “sales.” Her core message is that most BD resistance is fear (rejection, failure, imposing), and the antidote is shifting from self-focused thinking to client-centered value.
Eva then gets tactical: build a pipeline by staying in touch with intent and consistency, because meaningful business relationships often take 2–5 years to convert. She recommends simple, repeatable habits—“one action a day” (send a thoughtful note, share a relevant article, set a meeting, register for a conference), plus tracking micro-actions to build momentum. Practical examples include handwritten notes, small meaningful gifts, and “thinking of you” outreach tied to something useful. Her three action steps: look backward to identify the clients/relationships you most enjoy and then find more like them, take one BD action daily, and track those actions as wins so the process stays sustainable and you maintain control of your career.
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Eva Wisnik is a career expert and recruiter who has spent three decades shaping the careers of marketing, business development, and communications professionals in the legal industry. As the founder of Wisnik Career Enterprises, Inc., she is a trusted advisor to law firm leaders and CMOs seeking to build and retain top talent that drive business growth.
Eva’s expertise is rooted in her firsthand knowledge of the legal industry. Prior to launching her firm in 1996, she served as the Director of Recruitment and Training for leading firms Schulte Roth & Zabel and Cadwalader Wickersham & Taft. Since then, she has placed over 1,100
professionals in more than 120 AmLaw firms, including CMOs and senior
marketing/BD leaders.
A recognized authority on talent and professional development, Eva’s insights have been featured in The New York Times, The Wall Street Journal, and Bloomberg. She is also the author of Your Fairy Job Mentor's Secrets for Success.
Eva has personally conducted over 900 training programs, equipping attorneys with a growth mindset and practical tools to build successful careers.
She holds an M.B.A. in Marketing from Fordham University and a B.A. in Psychology from Barnard College, Columbia University.
Links:
https://www.wisnik.com/about-us/bio-eva-wisnik/
https://www.linkedin.com/in/eva-wisnik/
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