Darryl Cross
In this episode, Ted sits down with Darryl Cross, the U.S. Executive Sales Coach at Norton Rose Fulbright, to discuss how law firms can innovate in business development while staying client-focused. Darryl offers his unique insights on coaching lawyers in sales, tackling the skepticism and independent mindset that often hinder business growth. The conversation is filled with actionable strategies for transforming law firms into revenue-driven businesses without compromising the professional integrity that defines the legal industry.
During the episode, Darryl explains how law firms can:
- Adopt a client-centric approach to sales
- Overcome skepticism lawyers have toward business development
- Encourage collaboration across global offices and practices
- Seamlessly integrate sales methodologies into lawyers’ daily work
- Strike a balance between risk management and innovation
Key takeaways:
- Focusing on a select group of key clients, prospects, and referral sources while dedicating most of your efforts to them is an effective business development strategy.
- Lawyers may resist traditional sales tactics, but reframing business development with familiar skills like discovery and due diligence can make the process feel more natural and effective.
- Having an internal sales coach with access to firm data and financials can greatly enhance cross-practice collaboration, client service, and business growth.
- Running a law firm with a business-driven mindset allows for investments in DEI, professional development, and contributions to the broader community.
About the guest, Darryl Cross:
Darryl Cross is the US Executive Sales Coach at Norton Rose Fulbright, bringing over 25 years of experience in the legal industry. He is a pioneer in the unique role of in-house coaching within law firms, blending sales methodologies with professional services to drive business growth. Previously, Darryl was part of the Sales and Leadership Academy at Amazon Web Services and held senior roles in as a law firm CMO and VP of Performance Development at LexisNexis. Known for his work in shifting mindsets from a traditional “profession” to a client-centric business approach, Darryl is dedicated to enhancing the sales acumen of lawyers and building scalable sales programs that align with the unique structures of law firms. He is the author of “Cultivating Excellence: The Art, Science, and Grit of High Performance in Business” and also volunteers as a girls’ high school rugby coach.
“When you are better at generating revenue and have a sales methodology, it allows you to pick and choose the work you want and the work that’s most beneficial to the client.”– Darryl Cross
Connect with Darryl Cross:
- Website: https://www.nortonrosefulbright.com/en
- LinkedIn: https://www.linkedin.com/in/darrylcross/
Connect with Ted Theodoropoulos:
- Website: https://getinfodash.com/
- LinkedIn: https://www.linkedin.com/in/tedtheo
- YouTube: https://www.youtube.com/@getinfodash/podcasts
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