Associate business development training
At Gemma Francis Consulting, we believe business development is a skill every associate can learn. Our Associate BD Training programme equips junior lawyers with the tools, structure, and mindset to embed sustainable BD habits from the start of their careers.
The Momentum Programme: a proven framework for BD success
Most associate training leaves you with slides and good intentions. Momentum is different. We tackle the mindset blockers that hold 90% of associates back and build BD into habits from day one. In four sessions and a Q&A, your associates will move from BD hesitation to BD action — with habits that stick and confidence that lasts.
Our flagship Momentum BD Training Programme is designed specifically for law firm associates and is built around our 4Ms Framework, taking associates from BD hesitation to confident, consistent action:
Mindset – 90% of associates don’t act on BD because of fear, myths, or self-doubt. We tackle these directly, reframing BD as part of the associate role, addressing common barriers, and busting myths around what BD ‘should’ look like.
Method – Understanding how work flows into a law firm, where BD fits in vs marketing, and how to prioritise the right opportunities.
Momentum – Turning intention into action with simple planning tools (including CRM), tracking techniques, and habit-building strategies.
Mastery – Supporting associates to develop and refine a live 12-month personal BD plan with clear priorities and measurable goals.
What we cover
Whether your associates are brand new to BD or looking to build on existing skills, we tailor the training to meet them where they are. Topics include:
- BD fundamentals – How BD works, how to align it with practice group goals, and how it differs from marketing
- Creating a personal BD plan – Turning goals into action with simple frameworks and ongoing accountability
- Client Relationship Management – Building strong relationships, securing repeat work, and driving client loyalty
- Running a pipeline – Identifying, tracking, and converting opportunities into work
- Sustainable BD habits, not handouts – Associates apply what they learn immediately, turning BD into muscle memory. Embedding BD into daily routines without overwhelming fee-earner time
What's included
The programme is delivered remotely over 3–4 months and includes:
- Four 90-minute live training sessions (via Zoom or hybrid delivery)
- A 60-minute follow-up Q&A session to reinforce learning
- Pre- and post-programme diagnostics
- Custom materials: BD templates, ROI trackers, checklists, and workbooks
- Summary progress report for your firm
- Optional 1:1 coaching for associates who would benefit from more targeted support
Want proof before you commit? Start with our 90-minute taster. Most firms see immediate results and then roll into the full programme.
Common concerns
We get it — BD training for associates can sometimes feel like a “nice to have.” But the most common objections we hear are actually the very reasons why it matters.
Here’s how we respond to the usual hold-ups:
The longer you wait to introduce BD, the harder it is to build good habits. By the time someone reaches partner level, they’re expected to be commercially confident — but without earlier training, they’re often playing catch-up.
We help associates see BD as part of their role from the start - not an add-on later. The result - more confident contributors and stronger future leaders.
Our Momentum programme is designed to fit around busy client work. Just four 90-minute sessions over three months, with practical actions built into each step. Associates get short, practical workbooks between sessions — minimal extra time, but designed to instil change and make new habits stick.
We also offer standalone 60–90 minute sessions if you're looking for a lighter approach.
This isn’t 'training for training’s sake.' BD activity by associates directly drives:
More mandates from existing clients
Stronger referral networks
A healthier pipeline of future work
Our sessions are tied to real commercial outcomes — from better conversations to new matters. In one recent programme, associates secured four new mandates within six weeks. And we provide tools to track impact at the associate and firm level.
Why work with us?
We specialise in supporting mid-sized law firms – from training and coaching for associates and partners, to in-house BD support and campaign delivery. Our work is grounded in real-world insights, not theory, and draws on experience from top 100 UK firms, boutique specialists, and cross-border teams.
We focus on what works: Everything we deliver is practical, proven, and designed to help your people succeed in the real world – with templates, scripts, checklists and tools they’ll actually use.
We help you embed change: We don’t believe in one-off ‘inspiration’ sessions that fade after a week. Our programmes are built to support long-term change through structure, accountability, and sustainable habits.
We flex to fit your firm: Whether you need a one-off BD session, a full training programme, or follow-on coaching, we’ll shape the right support to meet your goals, budget and culture.
We genuinely care: We’re known for being straight-talking, approachable, and relentlessly supportive. Your associates’ growth is our goal – and we take huge pride in seeing their confidence and impact grow.