Contrary to how many lawyers pitch - the key is to make it ALL about the client - NOT we this, we that, we, we, we!

Whether it's a legal RFP team presentation or a less formal team pitch to show your practice's capabilities, you cannot afford to show up "the way we've always done it."

Most partners have never been trained how to pitch effectively

Few law firms do mock pitch trainings and many pitch teams never practice.

I know. I've been doing mock pitch workshops for law firms for over a decade.

The good news is - with a little advice and some practice - lawyers get much better at pitching quickly.

Here are my top 3 tips:

Step 1: Start with questions - get to problem solver mode ASAP

Do not start with firm history.

Ask smart questions that show you understand their issues. Get them to expound on top goals. Your follow up questions show your thinking and let them experience what it's like to work with you.

Step 2: Research the people you are pitching

Know each person's role, expertise, background. Have they worked with your firm before?

Never interrupt or talk over the client. Ever.

Step 3: Everyone on the pitch team needs a real role

In most pitches, clients like to meet the people who will do the work. Do not bring people along just to check boxes.

This is just a start. Pitching is one of the most valuable skills partners need to learn.

Training - whether internal or using an external resource like me - will improve your lawyers' effectiveness when pitching. And make them likely to pitch more often.