They had the tools. They had the talent. So why weren’t they winning the work?
Many years ago, I knew of a brilliant law firm. They had everything going for them.
-
A smart, dedicated marketing team
-
A best-in-class CRM
-
Terrific research and analytics tools
-
Even a pitch process that looked great on paper
But they still weren’t landing the business.
Why?
Because when it came time to actually sit down with the client — the moment that mattered most — their lawyers weren’t prepared.
They froze.
-
They talked at the client, not with them.
-
They hadn’t rehearsed.
-
They hadn’t anticipated objections.
-
They hadn’t practiced building trust.
And without that final step, all the sophisticated tools in the world couldn’t save the pitch.
This is where an investment really pays off:
-
Train your lawyers on how to pitch — not just speak.
-
Encourage them to rehearse like it’s a trial.
-
Anticipate objections and price sensitivity.
-
Use a coach or consultant if needed.
-
And most importantly, teach the human side: how to build connection, read a room, and establish trust.
Winning work isn’t about who has the flashiest deck. It’s about who earns the client’s confidence — in that room, on that day.
