It is far easier to make impact with lawyers who want what marketing and BD teams offer. But how can we find those lawyers in our firms if they aren't already coming to us?  

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This unique learning experience helps teams: 

1) Recognize and categorize the signs and stages of willingness. 

2) Make MBD efforts "taste like candy."

3) Leverage internal resources and channels to market attorney and practice group results to other lawyers in the firm.

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Teams leave with awareness of where key lawyers land on the "willingness ladder" and a plan to move those lawyers up the rungs toward champion status.