One of the questions I get asked most often is this: when it comes to business development for lateral hires, should you coach them individually or train them as a group?
The answer is both, and knowing when to use each makes all the difference.
— Individual coaching is the right choice when someone needs personalized support. Not every lateral hire is comfortable raising their hand in a group setting and admitting they are not sure how to build a book of business at a new firm.
— Coaching creates the space for honest conversation. It is particularly valuable for laterals who are building a new practice from scratch, coming from a very different firm culture, or navigating a unique set of circumstances that a group program simply cannot address.
— The data supports this investment. Coaching delivers a return of five to seven times the investment, with measurable gains in performance, confidence, and business outcomes.
— Group training, on the other hand, is especially powerful when developing practice groups, building shared business plans, or bringing a larger team up to speed together. There is real value in getting people in the same room working toward a common goal.
— The financial case for training is equally strong. Firms that invest in effective training see turnover drop from 45.5% to 33.8%, with measurable improvements in win rates, revenue, and productivity.
Some of the most effective programs I have worked on combine both approaches. We deliver dynamic custom skills training to a broader group of associates and partners, covering business development fundamentals, and then pair that with coaching a smaller cohort of laterals, promising associates, or partners who are ready to accelerate their development. The group training builds a shared language and foundation. The coaching makes it personal and actionable.
The important caveat is that training only delivers lasting results when it is reinforced consistently over time.
A single workshop is a starting point, not a strategy.
The firms that get the most from their lateral hires are the ones that invest in both coaching and training, thoughtfully and continuously.
What has worked best at your firm?
