I recently had the pleasure of attending a Legal Marketing Association – Boston Local Group panel presentation, “Preparing Your Attorneys for a Pitch”, discussing, in part, how business development professionals can best use information to coach an attorney or pitch team for a prospect or client meeting. The panel also reflected on workflow – how that information is requested, researched, delivered, and deployed effectively.

The takeaway for me, was that as one looks to ‘sell’ a service, in this case, legal services, the prospective client cares less about credentials and more on what you can do for them. The critical piece for the attorney is to listen: identify the client’s pain point and ask focused questions to understand the legal business challenge. This process will often lead to your selection as the trusted adviser.

To develop a custom approach to your pitch meeting, it is critical to know your target. Research the organization and your contact, take note of the legal issues they’ve faced, and their industry’s business environment. This foundation will make you better prepared to create that successful game winning pitch. 

Here are some areas to think about as you look towards your next outreach:

• In an effort to create a personal connection and a potential relationship, what schools did your prospect attend? Who are your common LinkedIn connections? What are your prospect’s professional interests?
• Research any recent company and industry news, financials, key personnel, and their challenge. This give you the knowledge to ask thoughtful, focused questions.
• Identify prior legal representation to help best position your team to offer the right solution to the prospect’s challenge.

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Turning to your firm’s information professional for research can be that game changer. As noted by my colleague Kelly Fanning in her recent post, Conflicts Clearance, your librarian has “deep knowledge of information resources; attention to detail; excellent interviewing skills when taking on information requests; [and] database and process management” so don’t miss out on this invaluable resource and partner. Your law firm librarian will become a critical ally as you look to develop an effective, deal-closing pitch.