In this episode of The Black Letter Podcast, host Tom Dunlap sits down with Steve Fretzin, the mastermind behind the "Be That Lawyer" podcast. Steve shares his unique journey from a competitive shoe salesman to a successful business coach specializing in sales-free selling. With a background in franchising and an unexpected pivot to working with law firms, Steve has developed a winning approach that resonates with attorneys who often shy away from the sales aspect of their practice. Discover how Steve's philosophy of helping without selling has transformed his career and how his podcast has become a powerful tool for branding and building relationships.