Pitching for Lawyers

<!doctype html> <html class="no-js" lang=""> <head> <meta charset="utf-8"> <title>Pitching for Lawyers</title> <meta name="viewport" content="width=device-width, initial-scale=1.0"> <link rel="shortcut icon" href="https://globelawonline.com/favicon_globe.png"> <meta name="_token" content="hlP3bVZaQgArMW693Zy4qgcz4xjjAV8PkHDuy0eU" /> <link rel="sitemap" href="https://globelawonline.com/sitemap.xml" type="application/xml" /> <meta name="citation_publisher" content="Globe Law and Business Limited" /> <meta name="citation_title" content="Pitching for Lawyers" /> <meta name="citation_publication_date" content="2019/09/09" /> <meta name="citation_online_date" content="2019/09/09" /> <meta name="citation_firstpage" content="1" /> <meta name="citation_lastpage" content="72" /> <meta name="citation_pdf_url" content="https://globelawonline.com/pdf/book/86/pitching-for-lawyers.pdf" /> <meta name="citation_isbn" content="9781787422766" /> <meta name="citation_xml_url" content="https://globelawonline.com/book/xml-file/86" /> <meta name="citation_author" content="Rebecca Harding" /> <style> em { background-color: #0bf2c0; } </style> <link rel="stylesheet" href="https://globelawonline.com/assets_globe/bundle.css?assets_cache=20231004212701"> <link href="https://globelawonline.com/assets_admin/plugins/bootstrap-datepicker/bootstrap-datepicker.min.css?assets_cache=20231004212701" rel="stylesheet" type="text/css"/>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-W3PW9RN'); </script>  <script type='text/javascript' src='https://d1bxh8uas1mnw7.cloudfront.net/assets/embed.js'></script> <script src="https://www.google.com/recaptcha/api.js" async defer></script> </head> <body class="home"> <div class="header"> <div class="header__left"> <a href="#" class="burger-btn d-block d-md-none"><i class="fa fa-bars" aria-hidden="true"></i><span class="sr-only">Menu Expand</span></a> <a href="https://globelawonline.com" class="logo"> <img src="https://globelawonline.com/assets_globe/images/logo.png" alt="logo"> </a> </div> <div class="header__right"> <div class="container-fluid"> <div class="row"> <div class="col align-self-center"> <form action="https://globelawonline.com/search" class="form search-form"> <input type="hidden" name="type" value="any"> <div class="input-group"> <label for="search-top-field" class="sr-only">Search Titles</label> <input name="keywords" id="search-top-field" type="text" class="form-control" placeholder="Search..." value="" required> <div class="input-group-append"> <button class="btn" type="submit"><i class="fa fa-search" aria-hidden="true"></i><span class="sr-only">Search</span></button> </div> </div> <div class="form__group"> <h5>Search options:</h5> <div class="input-group"> <div class="input-group-prepend"> <div class="input-radio"> <input id="search-title" aria-label="Search Titles" checked="checked" name="search_param" type="radio" value="title"> <label for="search-title">Search Titles</label> </div> </div> </div> <div class="input-group"> <div class="input-group-prepend"> <div class="input-radio"> <input id="search-full-text" aria-label="Full-text" name="search_param" type="radio" value="text"> <label for="search-full-text">Full-text</label> </div> </div> </div> </div> </form> </div> <div class="col-auto align-self-start header-buttons"> <div class="header-buttons-container"> <a href="https://globelawonline.com/login" class="login-btn login-btn-primary"> <i class="fa fa-sign-in" aria-hidden="true"></i>Login </a> </div> </div> </div> </div> </div> </div> <div class="wrapper menu-active"> <div class="sidebar"> <div class="d-block d-md-none"> <a href="#" class="burger-btn"><i class="fa fa-bars" aria-hidden="true"></i></a> <a href="https://globelawonline.com" class="logo"> <img src="https://globelawonline.com/assets_globe/images/logo.png" alt="logo"> </a> </div> <div class="nav"> <ul> <li class="has-children "> <span> <a href="#">Collections</a> <i class="fa fa-plus" aria-hidden="true"></i> </span> <ul> <li><a href="https://globelawonline.com/collection/38/banking-and-finance">Banking and Finance</a></li> <li><a href="https://globelawonline.com/collection/40/company-and-commercial">Company and Commercial</a></li> <li><a href="https://globelawonline.com/collection/47/dispute-resolution">Dispute Resolution</a></li> <li><a href="https://globelawonline.com/collection/21/energy-oil-and-gas">Energy - 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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. </p> </div> </div> </div> <div class="tab d-none" id="tab1-2"> 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.<br /> <br /> 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. </div> <div class="tab d-none" id="tab1-3"> <div class="section section-accordion"> <div class="section__head"> <h3>Table of Contents</h3> </div> <div class="section__body"> <table id="toc"> <tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">Cover</span></th> <td class="count"><span class="text">Cover</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">Halftitle Page</span></th> <td class="count"><span class="text">1</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">Copyright Page</span></th> <td class="count"><span class="text">2</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">Table of Contents</span></th> <td class="count"><span class="text">3</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">Acknowledgements</span></th> <td class="count"><span class="text">6</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">I. Introduction</span></th> <td class="count"><span class="text">7</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">1. Getting started</span></th> <td class="count"><span class="text">7</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">2. Using this report</span></th> <td class="count"><span class="text">11</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">II. Where we are now</span></th> <td class="count"><span class="text">13</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">1. Where do the opportunities come from?</span></th> <td class="count"><span class="text">13</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">2. International pitching</span></th> <td class="count"><span class="text">14</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">3. Types of pitches</span></th> <td class="count"><span class="text">16</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-4"><span class="text">3.1 From the coffee…</span></th> <td class="count"><span class="text">16</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-4"><span class="text">3.2 …To the request for proposal or tender</span></th> <td class="count"><span class="text">18</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">4. Win ratios</span></th> <td class="count"><span class="text">18</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">5. Where do people go wrong when pitching?</span></th> <td class="count"><span class="text">19</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">6. Receiving poor requests for proposals from business</span></th> <td class="count"><span class="text">24</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">7. Pitching as the incumbent law firm</span></th> <td class="count"><span class="text">25</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">III. The context</span></th> <td class="count"><span class="text">27</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">1. Know the competition</span></th> <td class="count"><span class="text">27</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">2. Know yourself</span></th> <td class="count"><span class="text">28</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">3. Relationship building</span></th> <td class="count"><span class="text">30</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">4. Contextual advantages</span></th> <td class="count"><span class="text">31</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-4"><span class="text">4.1 Profile building</span></th> <td class="count"><span class="text">31</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-4"><span class="text">4.2 Living your business values</span></th> <td class="count"><span class="text">32</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">IV. Approaching a pitch</span></th> <td class="count"><span class="text">35</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">1. Do we want to pitch?</span></th> <td class="count"><span class="text">35</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">2. Do the preparation and research</span></th> <td class="count"><span class="text">38</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">3. Who are our targets?</span></th> <td class="count"><span class="text">39</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">4. Dealing with the procurement department</span></th> <td class="count"><span class="text">41</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">5. Panels</span></th> <td class="count"><span class="text">45</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">6. Personality traits</span></th> <td class="count"><span class="text">45</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">7. Putting together your account team</span></th> <td class="count"><span class="text">50</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">8. Unique selling proposition: why buy us?</span></th> <td class="count"><span class="text">50</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">9. Brand context</span></th> <td class="count"><span class="text">51</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">10. Credentials</span></th> <td class="count"><span class="text">53</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">11. The client’s specifications: reading between the lines</span></th> <td class="count"><span class="text">54</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">12. Theme and style</span></th> <td class="count"><span class="text">56</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">13. Pricing</span></th> <td class="count"><span class="text">57</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">14. Drawing the relevant material and points together</span></th> <td class="count"><span class="text">58</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">15. Good writing</span></th> <td class="count"><span class="text">60</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">16. Visuals and design</span></th> <td class="count"><span class="text">62</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">17. You think you are finished… then go the extra mile</span></th> <td class="count"><span class="text">63</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">18. Getting in front of the client</span></th> <td class="count"><span class="text">64</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">19. Face to face</span></th> <td class="count"><span class="text">64</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">20. The presentation</span></th> <td class="count"><span class="text">65</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">21. Feedback</span></th> <td class="count"><span class="text">68</span></td> <td class="action"></td> </tr> <tr class="head"> <th class="toc-level-3"><span class="text">22. Now go and do it!</span></th> <td class="count"><span class="text">70</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">About the author</span></th> <td class="count"><span class="text">71</span></td> <td class="action"></td> </tr></tbody><tbody class="chapter"> <tr class="head"> <th class="toc-level-2"><span class="text">About Globe Law and Business</span></th> <td class="count"><span class="text">72</span></td> <td class="action"></td> </tr></tbody> </table> </div> </div> </div> <div class="tab d-none" id="tab1-4"> <p>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.<br /><strong>Elizabeth Robson Taylor and Philip Taylor MBE</strong><br /><i>Richmond Green Chambers</i><br /></p> </div> <div class="tab d-none" id="tab1-5"> <p>Rebecca Harding<br /> Marketing and business development specialist, Saltwhistle Communications<br /> <a href="/cdn-cgi/l/email-protection#15677077707676745566747961627d7c666179703b767a78" target="_blank" rel="noopener noreferrer"><span class="__cf_email__" data-cfemail="d9abbcbbbcbabab899aab8b5adaeb1b0aaadb5bcf7bab6b4">[email protected]</span></a><br /> <a href="https://www.linkedin.com/in/rebecca-harding-mcim-mcipr-fswwj-saltwhistle-22b508b/" target="_blank" rel="noopener noreferrer">https://www.linkedin.com/in/rebecca-harding-mcim-mcipr-fswwj-saltwhistle-22b508b/</a><br /> <br /> 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.<br /> 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.<br /> 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.<br /> 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.<br /> 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.<br /> 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.</p> </div> <div class="tab d-none" id="tab1-6"> </div> </div> <div class="col-md-2 mb-3"> <a href="https://globelawonline.com/login" class="fa fa-star-o btn btn-block rounded-0 mb-3"><span class="pl-2">Add to favourites</span></a> <nav class="socials custom-socials"> <ul> <li> <a href="https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fglobelawonline.com%2Fbook%2F86%2Fpitching-for-lawyers&title=Pitching%20for%20Lawyers" target="_blank"> <i class="fa fa-facebook-square" aria-hidden="true"></i> </a> </li> <li> <a href="https://twitter.com/intent/tweet?url=http%3A%2F%2Fglobelawonline.com%2Fbook%2F86%2Fpitching-for-lawyers&text=Pitching%20for%20Lawyers" target="_blank"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> </li> <li> <a href="http://www.linkedin.com/shareArticle?url=http%3A%2F%2Fglobelawonline.com%2Fbook%2F86%2Fpitching-for-lawyers&title=Pitching%20for%20Lawyers&mini=true" target="_blank"> <i class="fa fa-linkedin-square" aria-hidden="true"></i> </a> </li> </ul> </nav> <a href="https://www.globelawandbusiness.com/online" class="btn fa btn-block rounded-0" target="_blank">Request a trial</a> </div> <div class="col-12 mb-5"> <div class="section-search search-form"> <div class="row"> <div class="col pr-0"> <form method="GET" action="https://globelawonline.com/book/86/pitching-for-lawyers" accept-charset="UTF-8"> <input class="form-control " id="search" autocomplete="off" placeholder="Search Inside" name="search" type="text"> </div> <div class="col-auto pl-0"> <button type="submit" class="btn search-inside" data-type="book" data-id="86"><i class="fa fa-search" aria-hidden="true"></i></button> </div> </form> </div> <div class="search-inside-result"></div> </div> </div> </div> </div> </div> <div class="footer"> <div class="row"> <div class="col-md-8"> <div class="footer__content"> <h1> <p>Practical, topical titles for international legal and business professionals<br></p> </h1> <ul class="footer__nav"> <li><a href="https://globelawonline.com/cookies">Cookies Policy</a></li> <li><a href="https://globelawonline.com/privacy">Privacy Policy</a></li> <li><a href="https://globelawonline.com/about-us">About Us</a></li> <li><a href="https://globelawonline.com/information-for-authors">Information for Authors</a></li> <li><a href="https://globelawonline.com/contact-us">Contact Us</a></li> <li><a href="https://globelawonline.com/terms">Terms & Conditions</a></li> </ul> <p class="m-0"> © 2024 Globe Law and Business Ltd. 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