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Vol 24 No 12 Dec 19/Jan 20

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Pitching for Lawyers: Using Marketing Communications Techniques to Improve your Win Ratio

ISBN13: 9781787422742
Published: September 2019
Publisher: Globe Law and Business
Country of Publication: UK
Format: Paperback, A4
Price: £75.00

In stock.

This Special Report focuses on improving lawyers’ performance in one of the most challenging areas of their work: pitching for business. In today’s competitive market, making your work stand out from the crowd is essential – not only for winning new business but also for the future success of your firm. Whether pitching to a group, responding to a tender or having a one-to-one meeting, the ability to deploy a combination of effective marketing communication techniques, in-depth audience analysis and meticulous preparation will improve the quality of your pitch… and increase your success rate.

This must-read report takes a practical approach and offers a clear process for improving your pitching and responses to tenders. It covers key topics such as common mistakes, audience analysis, message and tone, persuading, what research really means when pitching, visual differentiation, and cross-border pitching. It also includes feedback and case studies from in-house lawyers and partners who have seen the most outstanding – and worst! – of pitches.

Legal Skills and Method
I. Introduction
1. Getting started
2. Using this report
II. Where we are now
1. Where do the opportunities come from?
2. International pitching
3. Types of pitches
3.1 From the coffee…
3.2 …To the request for proposal or tender
4. Win ratios
5. Where do people go wrong when pitching?
6. Receiving poor requests for proposals from business
7. Pitching as the incumbent law firm
III. The context
1. Know the competition
2. Know yourself
3. Relationship building
4. Contextual advantages
4.1 Profile building
4.2 Living your business values
IV. Approaching a pitch
1. Do we want to pitch?
2. Do the preparation and research
3. Who are our targets?
4. Dealing with the procurement department
5. Panels
6. Personality traits
7. Putting together your account team
8. Unique selling proposition: why buy us?
9. Brand context
10. Credentials
11. The client’s specifications: reading between the lines
12. Theme and style
13. Pricing
14. Drawing the relevant material and points together
15. Good writing
16. Visuals and design
17. You think you are finished… then go the extra mile
18. Getting in front of the client
19. Face to face
20. The presentation
21. Feedback
22. Now go and do it!