Double Your Win Rate with Core Pitch Teams

by Group Dewey Consulting
Contact

Attorneys that pitch together win together.

Unfortunately, this simple fact is too often missed in law firms. Instead pitch teams are formed ad hoc depending upon the client, work load, relationship history, other work being done and a host of other, often more subtle considerations. However, the traditional way in which teams are formed in law firms for client presentations is highly ineffective. Team members often have no defined role and important aspects of the firm’s capabilities and resources are left under-represented on the team. Sometimes, team members barely have time to get to know one another before they are thrust into a client presentation in which they have to show camaraderie, team work and work style familiarity. No one is being fooled.
A better way is to designate small group pitch teams who consistently pitch and present to clients together. These are core pitch teams representing two or three essential skill sets that need to be present in every pitch group. Additional team members vary and change depending upon the client, the practices being pitched and other circumstances. But the core group should remain together over time.
Presentation teams should have specific ‘players’ or roles in each group. First, there needs to be a leader of the group whose responsibility it is to facilitate the discussion with the client. This person should not have any responsibility to present legal capabilities. Instead, they monitor the discussion, keep track of time, ensure questions are answered, interject with client intelligence, re-direct answers, conduct the housekeeping of the meeting and generally guide the presentation of the firm’s capabilities. This person is also the lead sales person who manages the conversation toward the identification and meeting of client needs.
The second role is the person schooled in the non-legal capabilities of the firm. This is the person who has a grasp on the technology, diversity stats, pro bono work, value added services, client mix, alternative fee arrangements, etc. in the firm. Typically this is the marketing person or someone who consistently works with the various RFPs or presentations and has knowledge of the various resources, offers and non-legal capabilities in the firm. These two individuals should be observing the flow and development of the conversation, taking notes and using the experience to train others and improve results. Every presentation should have a post review.
The third role is the subject matter expert. There may be several of these depending upon the number of practice areas under consideration. These attorneys come prepared with the cases, clients, clout and capabilities of their practice group, just as they would normally.
The Benefits of Core Pitch Teams
The benefits of consistent core pitch team roles are numerous but primarily revolve around the consistency in observation of the process and the knowledge gained from frequent attendance at client presentations. Core pitch teams ensure the full capabilities of the firm, both legal and non-legal, are represented and that answers to questions regarding legal capabilities are augmented by the technology, value added, alternative fee arrangements and other experience in the firm, whether it is from within or outside the presented practices.

Core pitch teams can double the success rate of presentations simply by improving over time the quality and consistency of the presentations. Without these teams, the frequency of actual pitch experience is simply too low among most attorneys for them to gain the deep learning necessary to effectively manage presentations. In other industries (advertising, marketing firms, sophisticated sales services, etc.) stable core teams are the norm. Law firms would be well advised to adopt this practice and get serious about winning RFPs.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Group Dewey Consulting | Attorney Advertising

Written by:

Group Dewey Consulting
Contact
more
less

Group Dewey Consulting on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.
Feedback? Tell us what you think of the new jdsupra.com!