IT ISN’T ABOUT YOU- SO BE KIND TO YOURSELF AND READ THIS LATEST REPORT FROM GLOBE LAW AND BUSINESS
An appreciation by Elizabeth Robson Taylor of Richmond Green Chambers and Phillip Taylor MBE, Head of Chambers, Reviews Editor, “The Barrister”, and Mediator
As law firms as well as barristers’ chambers find themselves in need of acquiring new business, the basic principles and processes of how to do this are succinctly encapsulated in this new report from Globe Law & Business in which the focus is on ‘pitching.’
Granted, the very word ‘pitch’ may be anathema to a lot of lawyers who might regard the very idea of ‘pitching’ as quite beneath them. This is rather a pity really, in that persuasion in many of its forms is an intrinsic part of advocacy. Most lawyers, however, even those with reservations about ‘pitching’ will, almost without a doubt, find themselves captivated by this publication, which takes a refreshingly open-minded, big-hearted — and very professional — look at ‘pitching.’
On reading this Report, you could infer that its key message about pitching is that ‘it isn’t about you.’ It’s about your client, or more precisely, about your potential client, with whom you’d love to do business. The process, says the author, ‘is about sorting out a whole bunch of problems for your client. What you are trying to do is give them the information they need to make a decision.’
While the report takes you through the entire process of pitching, you are reassured by the author that, as every situation —and every client is different, you don’t have to follow its recommendations in their entirety. You can cherry-pick the methods that are obviously relevant and appropriate in order to improve your approach in the hope, presumably, that potential pitfalls can be avoided.
‘Pitching,’ says the author ‘is a learning process,’ adding that ‘it is a long-term activity and investment needs to be made in positive learning and development for the whole team.’ You are also reminded here not to blame members of your team if mistakes have been made, implying that positive and encouraging attitudes will ultimately win the day.
Winning at all costs, however, is not the answer. Neither are relentlessly demanding targets. No one is born knowing how to win new business. It’s a learned skill. Which is why we who are on the prowl for new business, are urged to be ‘kinder to ourselves.’ As the author reminds us, we need to be ‘realistic about what is possible… in order to increase our chances of winning.’
In the final analysis, this report functions as an expert and informed guide to the pitch processes — and positive attitudes — that really work. As such, it is an ever-present help both for law firms and barristers’ chambers. Sensible and succinct, it’s entertaining as well as informative. Anyone in the legal profession eager to develop new business would do well to read it.