We asked 450 in-house lawyers what they really think and feel about law firm pitches.
They raised two clear issues.
· First, most pitches are about the firm, not the client.
· Second, most firms say exactly the same things about why they’re different.
What do firms say about why they’re different?
Well, two thirds of top 200 law firm marketing focuses on just three things:
being client focused; possessing sector and commercial knowledge; and building strong client relationships.
Firms spend very little time talking about what clients really want to hear about and how they can help them deal with their challenges and achieve their objectives.
So what did the in-house community want to see more of in law firm pitches?
Genuine interest in their business.
Succinctness. Focus. Clarity in commercial propositions.
