Pitching for new business is a nuanced craft, and it is something most lawyers want to do well. Yet there are a few recurring mistakes that even the most sophisticated firms continue to make. After speaking with dozens of general counsel, it’s clear that many of these missteps are easily fixable.
1. Walking into the meeting unprepared
It sounds obvious, but it happens constantly. Lawyers head into a pitch without fully understanding the company, the people they’ll be meeting, or the issues at hand. In a time when we have AI, online filings, public company disclosures, and countless digital resources, there is simply no excuse for not doing the homework. A brief call in advance, reviewing recent litigation or securities filings, or aligning internally on the key issues the client is facing can make the difference between a mediocre pitch and a compelling one. Preparation also means preparing as a team. Consider who is best suited to cover each topic, which examples or stories will best illustrate your strengths, and who is responsible for the opening, transitions, and close. A pitch without preparation is not only risky — it is noticeable.
2. Skipping the human connection
Emotional intelligence is essential in a pitch. Too often, teams spend the first ten minutes reciting firm history instead of having a meaningful conversation. Clients want a connection. They want to feel understood and confident that the meeting is focused on solving their issues, not delivering a presentation. Start with curiosity. Ask questions such as what would make this relationship successful for them. Trust rarely forms in a single meeting, but recognizing that trust is built on expertise, empathy, and authenticity should guide how you show up.
3. Not training lawyers on how to pitch
Firms invest heavily in training programs for junior associates and senior lawyers focused on business development, yet one critical area is often overlooked: how to deliver a pitch itself. Pitching is a skill — and skills require training. Whether through an external coach or a qualified internal resource, lawyers need support in areas such as handling objections, reading the room, using stories effectively, communicating value, and following up appropriately and promptly. These elements can be the difference between losing a major opportunity and winning one.
This topic is explored in greater depth in my upcoming book, Breaking Ground: How Successful Women Lawyers Build Thriving Practices. As a first step, speak with your CMO and ensure they have the tools and resources needed to help lawyers prepare effectively.
When firms take pitching seriously, results tend to follow.
