The answer is a resounding, ‘yes’. The last 12 months have been tough for law firms and it’s more important than ever for lawyers to learn the art of pitching for legal work. “The pressure to actually find work is still well and truly on, whether it is brand new work or making sure that lawyers are managing their existing relationships to ensure that they are fully optimising those to secure work,” said Trish Carroll, founder of Galt Advisory and presenter at a recent Australian Legal Practice Management Association seminar on pitching for legal work (pictured centre, with national vice-president of ALPMA Warrick McLean, left, and national president of ALPMA Bronwyn Pott, right).
Despite the obvious benefits that flow from regularly pitching for legal work, some lawyers still find it difficult. “There are some lawyers that are fantastic at pitching for work,” said Carroll. “Then you’ve got other lawyers who hope that the fact that they do a good job ought to be enough. There is a level of embarrassment – they don’t want to feel like they are self-promoting.” However, Carroll explains that pitching is not about self-promotion or selling; it’s about understanding how the lawyer can help the client. One way to effectively connect with a client is to contact them prior to, or following, the distribution of newsletters or news alerts to capitalise on the opportunity to provide advice on legal developments.
It’s important to understand that effective pitching is a skill which all lawyers can learn and Carroll believes that law firms have a huge role to play in training their lawyers to develop this skill. “Interestingly, given the GFC, firms are far more prepared to invest in giving their solicitors one-on-one business development coaching, rather than the classroom style of training” said Carroll. “This signifies that this is quite personal to people. Everybody has a fear, so one-on-one business development coaching has actually become more normal because it is more effective.”
Individual partners also have a role to play in training junior solicitors. Carroll suggests that partners invite junior solicitors to meetings with clients and also take the time to brief and de-brief them. It may seem obvious but it doesn’t necessarily happen often, she says.
Pitching for legal work is a necessary part of building a legal practice and a realistic aspect of life in the modern law firm. “It’s like exercising. You know you want to be doing it but you need to just make it a habit and once you’ve made it a habit, then you can actually have some fun with it,” said Carroll.
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