Staffing & Recruiter Training Podcast

In this episode of The Rainmaking Podcast, host Scott Love speaks with Bruce Lafetra, business development strategist and speaker, about achieving clarity in business development. Bruce explains how law firms and professionals can attract their best clients by identifying what truly makes them valuable. He emphasizes that clients don’t hire professionals for the work they do—they hire them for what they can accomplish because of that work. By shifting their perspective, firms can focus on attracting the right clients while eliminating those who drain resources and profitability. Key topics include how to identify ideal clients, understanding why they choose your firm, and leveraging those insights to generate more high-value business. Bruce shares the importance of interviewing best clients to uncover their real reasons for working with you, using storytelling to highlight differentiation, and refining marketing messaging to remove self-centered language. He also discusses the "us, we, our" test—an exercise t