Pitching for clients as a lawyer

A law firm, like any other firm, is a business offering professional services. The work processes differ greatly, but in order to float the business sustainably and grow, it needs regular inflow of clients.?

There is no fixed way to attain clients. It is an ever-evolving, unique process for every person and every business. In this article, we talk about what a law firm ‘needs to have’ and ‘needs to do’ in order to pitch to close new clients

What a law firm ‘needs to have’ in order to pitch for and close new clients:

1. Have a clear idea on what you offer and to whom. True for many businesses, seeking clients is often done without clarity of your specific high-value offer. As a firm, consistently assess your unique services for a well-defined target audience. This will show potential clients what they will gain (or what they are missing out!) if they work (or don’t work) with YOU.??
2. Have a good team and good processes. A well-trained team will be more productive than a team who constantly needs to be told what to do. For streamlining efficiency in your processes, use tools, technology and other resources that will aid the business to run to its optimum capacity. For starters, read ‘The Goal’ by Eliyahu M. Goldratt.?

What a law firm ‘needs to do’ in order to pitch for and close new clients:

1. Listen for. Most pitch meetings are dominated with qualifications and success stories. Rather, if a meeting is interactive, and the potential client gets majority time to share their needs, there are higher chances that you may be able to propose to them what they actually want. Most times, you will need to ‘listen for’ the gaps between sentences. When you do that, recreate it for them so they trust your ability and approach.?
2. Research and go well prepared, always. It goes without saying, if you are prepared with in depth background information about your potential client, your meeting will be efficient. You will be confident and clear in your approach, and come across as capable.?
3. Be intentional. If you really want the work, you need to act, show and be that. Be intentional in getting the work, start to end.?

Build your own strategies. And keep reviewing and rebuilding them.?

Pro tip: Interview existing clients on what made them come on board with you, and how working with you has transformed their life. This will help you to evolve as a firm and keep reinventing your pitching strategies!