Pitching for Lawyers
Using Marketing Communications Techniques to Improve your Win Ratio
This unmissable report will give you a practical approach and a clear process to improve your pitching and responses to tenders. It covers areas such as common mistakes, in depth analysis of your audience, messaging and tone, persuading, what researching really means when pitching, visual differentiation, and cross border pitching.
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.
Table of Contents
|Table of Contents||3|
|1. Getting started||7|
|2. Using this report||11|
|II. Where we are now||13|
|1. Where do the opportunities come from?||13|
|2. International pitching||14|
|3. Types of pitches||16|
|3.1 From the coffee…||16|
|3.2 …To the request for proposal or tender||18|
|4. Win ratios||18|
|5. Where do people go wrong when pitching?||19|
|6. Receiving poor requests for proposals from business||24|
|7. Pitching as the incumbent law firm||25|
|III. The context||27|
|1. Know the competition||27|
|2. Know yourself||28|
|3. Relationship building||30|
|4. Contextual advantages||31|
|4.1 Profile building||31|
|4.2 Living your business values||32|
|IV. Approaching a pitch||35|
|1. Do we want to pitch?||35|
|2. Do the preparation and research||38|
|3. Who are our targets?||39|
|4. Dealing with the procurement department||41|
|6. Personality traits||45|
|7. Putting together your account team||50|
|8. Unique selling proposition: why buy us?||50|
|9. Brand context||51|
|11. The client’s specifications: reading between the lines||54|
|12. Theme and style||56|
|14. Drawing the relevant material and points together||58|
|15. Good writing||60|
|16. Visuals and design||62|
|17. You think you are finished… then go the extra mile||63|
|18. Getting in front of the client||64|
|19. Face to face||64|
|20. The presentation||65|
|22. Now go and do it!||70|
|About the author||71|
|About Globe Law and Business||72|
In the final analysis, this report functions as an expert and informed guide to the pitch processes — and positive attitudes — that really work. As such, it is an ever-present help both for law firms and barristers’ chambers.
Elizabeth Robson Taylor and Philip Taylor MBE
Richmond Green Chambers
Marketing and business development specialist, Saltwhistle Communications
Rebecca Harding is a marketing and business development specialist. She is the worldwide chairman of the Society of Women Writers and Journalists and was recently awarded Highly Commended Finalist in the UK Institute of Director's 'Non Executive Director of the Year'. She is a professional member of the Chartered Institute of Public Relations and is a retired vice chairman of the Chartered Institute of Marketing. Ms Harding founded Saltwhistle Communications in 2000 and has developed a portfolio of clients within the professional services industry. Clients have ranged from multinational firms such as accountants Deloitte, PwC and EY to law firms such as Stephenson Harwood, Norton Rose Fulbright and Weightmans, as well as international businesses such as WPP's Mediacom, J Walter Thompson (now Wunderman Thompson) and Mindshare.
Each client benefits from a range of services, including practice/ business consultancy, partner and board advisory services, marketing, pitching and business development, innovation workshops and communications solutions. Much of Ms Harding's current work is international and she works with firms to increase their international effectiveness, as well as helping draw together their international tenders/pitches.
Prior to establishing Saltwhistle Communications, Ms Harding was responsible for communications at Andersens. She also worked in marketing within the energy industry, with corporations such as BNFL, BP, ESSO and Shell.
Ms Harding was an elected politician. As a UK county councillor, she oversaw the Education and Young People brief, and was on the parliamentary list. She has held a range of positions, including being a member of the Institute of Chartered Accountants in England and Wales' Future of Practice Committee and a member of the Small Business Advisory Panel at the ACCA.
She is currently involved in a chat show for the BBC and has been quoted and published widely in trade journals, as well as national newspapers such as the Sunday Times.
In her spare time, Ms Harding has qualified as a yacht skipper and has trained as a game ranger in the Kruger, and as a falconer.