The BD Ladder

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.

Is Your Firm Missing This Critical 2026 Trend? 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 ...

Most lawyers take client requests at face value.

“Help me grow revenue.”
“Help me win more work.”
“Help me solve this issue.”

But those requests are rarely the full picture.

What clients really want sits underneath that—and unless you take the time to understand their “why”, you risk solving the wrong problem.

The lawyers who stand out are the ones who go deeper.
They ask better questions.
They challenge assumptions.
They uncover what actually matters.

That’s where real value is created.

I’ve shared a quick take on this in the video below:

🎥 Watch here:
https://youtube.com/shorts/9K3-F36A6dU?si=NiMXjFGbn9QbkHnF

Stop Selling What They Don't Want #LawyerTips #BDLadder #ProfessionalServices Most consultants assume clients want more sales or revenue, but their true desires are often different. It's crucial to understand a client's 'why' to achiev...

“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 to respond? In this video, we will provide you with valuable sales coaching and business de...

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

The BD Ladder 1 like. "Lawyers Missing This Simple Tactic "