Proposal Creation in Practice - Creating a winning pitch
What do Clients Want?
A great proposal will not only show-off the relevant expertise of the law firm, but will establish empathy and a clear understanding of the client and their need. The pitch should demonstrate that the client’s brief has been read in depth and fully understood.
Unfortunately many law firms fall in to the trap of sending generic firm brochures or generic pitches to prospective clients. With this in mind, we have put together our tips for creating a winning pitch:
- Keep it concise and focused
- Make it about the client, not your firm – “Your team” not “Our team”
- Include what they want to read, not what you have already written
- Remember to include benefits and evidence alongside any statements
- Focus on the executive summary – this is where the key messages should be communicated
- Showcase only relevant experience
- Consider your audience and use language the client will understand
- Use infographics, charts, tables and other design features to make key information stand out
- Ensure all CVs and biographies are short, relevant and up-to-date
- Use an appendix for all supporting information about your firm
Without an efficient and considered process in place, a well-researched and drafted law firm pitch can take up a considerable amount of time and hard work. A law firm can typically spend hundreds of non-billable hours each year creating client pitches.
Generating all the necessary information, which is often decentralised, into a single document can be a painstaking process which will then need to be repeated each time a new pitch is required.
Even if there is a fully staffed business development team in place to produce the documents, it is likely that the relevant fee-earners will still need to contribute by writing key sections or by reviewing and editing the final document. This lost billable time can be costly so it is easy to understand why it may seem more practical to send generic pitch documents.
Does this sound like a problem your law firm faces?
Law firms need to be able to produce sophisticated, professional draft pitch documents quickly and easily so that the pitch team can focus on winning content. Your firm needs to ensure they have an efficient process in place to dedicate the attention a client pitch deserves.
Pitching software you already know how to use.
We understand the importance and value of a law firm’s time and have found a way for high-quality, branded and consistent marketing and business development documents to be created in Microsoft Word and PowerPoint.
PitchPerfect automates the creation of these documents through an add-in for Microsoft Office. Available in Word and PowerPoint, PitchPerfect connects your branded templates to your approved content, stored in a single content library (in Microsoft SharePoint).
Through automating the process of creating pitches and other supporting documents, PitchPerfect gives you more time to focus on tailoring the pitch to meet the specific requirements of your client or prospect.
Creating pitch documents is a vital part of business development and something which should not be overlooked. Setting your firm apart from your competitors is a sure way of getting your potential clients attention. With an ever-increasing number of pitch documents being created, your firm needs to be able to produce professional, sophisticated and aesthetically pleasing pitch content quickly and effectively.
Save time, money and alleviate your team of additional stress.