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

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

Name: Pitching for Lawyers: Using Marketing Communications Techniques to Improve your Win Ratio
Brand: Globe Law and Business
SKU: 9781787422742
Price: 945.75 HKD
Availability: InStock
Author: Rebecca Harding - Saltwhistle
ISBN: 9781787422742

By Rebecca Harding - Saltwhistle

Globe Law and Business September 2019

Specifications

ISBN-13: 9781787422742
Publisher: Globe Law and Business
Publication: September 2019
Format: Paperback , 72 pages
Jurisdiction: International ? Countri(es) for reference only

Details

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.

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!

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Table of Contents

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