Steve Fretzin (ACBA) - Be That Lawyer
05/14/25 • 47 min
A transcript of this podcast is available at lovethylawyer.com.
In collaboration with theAlameda County Bar Association, Love Thy Lawyer presents an interview with:
Steve Fretzin
Steve Fretzin is a business coach who only works with lawyers, teaching them how to bring in clients and run their practices. He also hosts the “Be That Lawyer” podcast, where he shares advice from top rainmakers. After the 2008 recession, Steve narrowed his sales‐training firm to focus on the legal world and never looked back. He built the “sales‐free selling” method so attorneys can win work without feeling pushy, and he now coaches lawyers across the U.S. and in countries like Brazil, Saudi Arabia, and Canada. In this episode he explains why a clear step‐by‐step process beats a hard sell, how to spot clients who will drain your time, and why every lawyer needs their own “book of business” for long‐term security. Tune in to hear simple, real‐world tips you can use right away to attract better clients, charge what you’re worth, and feel confident about the future of your practice. You’ll leave with fresh ideas on networking, pricing, and building a career that works on your terms.
Steve Fretzin
https://fretzin.com/
Alameda County Bar Association
The Alameda County Bar Association (ACBA) is a professional membership association for lawyers and other members of the legal profession. The ACBA provides access to ongoing legal education; and promotes diversity and civil rights in the Alameda County legal community. Our mission is to promote excellence in the legal profession and to facilitate equal access to justice.
Please subscribe and listen. Then tell us who you want to hear and what areas of interest you’d like us to cover.
Louis Goodman
www.louisgoodman.com
https://www.lovethylawyer.com/
510.582.9090
Music: Joel Katz, Seaside Recording, Maui
Tech: Bryan Matheson, Skyline Studios, Oakland
Audiograms: Paul Robert
A transcript of this podcast is available at lovethylawyer.com.
In collaboration with theAlameda County Bar Association, Love Thy Lawyer presents an interview with:
Steve Fretzin
Steve Fretzin is a business coach who only works with lawyers, teaching them how to bring in clients and run their practices. He also hosts the “Be That Lawyer” podcast, where he shares advice from top rainmakers. After the 2008 recession, Steve narrowed his sales‐training firm to focus on the legal world and never looked back. He built the “sales‐free selling” method so attorneys can win work without feeling pushy, and he now coaches lawyers across the U.S. and in countries like Brazil, Saudi Arabia, and Canada. In this episode he explains why a clear step‐by‐step process beats a hard sell, how to spot clients who will drain your time, and why every lawyer needs their own “book of business” for long‐term security. Tune in to hear simple, real‐world tips you can use right away to attract better clients, charge what you’re worth, and feel confident about the future of your practice. You’ll leave with fresh ideas on networking, pricing, and building a career that works on your terms.
Steve Fretzin
https://fretzin.com/
Alameda County Bar Association
The Alameda County Bar Association (ACBA) is a professional membership association for lawyers and other members of the legal profession. The ACBA provides access to ongoing legal education; and promotes diversity and civil rights in the Alameda County legal community. Our mission is to promote excellence in the legal profession and to facilitate equal access to justice.
Please subscribe and listen. Then tell us who you want to hear and what areas of interest you’d like us to cover.
Louis Goodman
www.louisgoodman.com
https://www.lovethylawyer.com/
510.582.9090
Music: Joel Katz, Seaside Recording, Maui
Tech: Bryan Matheson, Skyline Studios, Oakland
Audiograms: Paul Robert
Previous Episode
Jennifer Gardner - Mastering Legal Strategy and Emotional Intelligence
A transcript of this podcast is available at lovethylawyer.com.
Jennifer Gardner is an attorney who focuses on resolving conflicts in areas like business and entertainment. She also helps people develop strong communication and persuasion skills. She has successfully managed her own law practice for many years, leading cases that blend legal strategy with emotional insight. She works with remote team members to handle complex matters and has expanded her career by teaching others how to be more influential and effective. In addition, she created programs that delve into understanding the human brain and how it affects decision-making in legal settings. In this episode, she shares stories about turning difficult cases into opportunities for growth and explains why emotional intelligence is a powerful tool in any negotiation. She also touches on how real-life experiences can make lawyers more compassionate and persuasive in the courtroom. Tune in to learn how empathy, clear communication, and a willingness to learn can transform both legal practice and everyday relationships.
Jennifer Gardner
https://jgardnerassociates.com/
Please subscribe and listen. Then tell us who you want to hear and what areas of interest you’d like us to cover.
Louis Goodman
www.louisgoodman.com
https://www.lovethylawyer.com/
510.582.9090
Music: Joel Katz, Seaside Recording, Maui
Tech: Bryan Matheson, Skyline Studios, Oakland
Audiograms: Paul Robert
Love thy Lawyer - Steve Fretzin (ACBA) - Be That Lawyer
Transcript
Louis Goodman / Steve Fretzin - Transcript
[00:00:03] Louis Goodman: Welcome to the Alameda County Bar Association and the Love Thy Lawyer podcast. I'm your host Louis Goodman. Today we welcome Steve Fretzin back to the podcast. Steve is not a lawyer, but he comes from a family of lawyers and he works with attorneys on the business aspects of their practices. You can find Steve's work at www dot Fretzin, F-R-E-T-Z-I-N, his last name, www.Fretzin.com. He
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