The question.

• Author: Hirsch, Stewart
• Position: Ask the Authorities

I've been approached by yet another lawyer in my firm asking for a "Pitch Book" for a potential client, expecting that this book will get the first meeting. Of course, if (or should I say when?) it doesn't work, marketing will be at fault. Suggestions?

Jasmine Trillos-Decarie

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Since informing each attorney that this is not the right approach is impracticable, I would suggest implementing a formal business development research and pitch process within your firm.

Document and communicate this to the attorneys as support for the sales cycle and emphasize that the first steps are listen and learn. To that end, the first department deliverable will and should be a research dossier on the prospect. The research team in your library can help with the development of these. This dossier should educate the attorney on the target, its position within the industry and any legal history. Highlight areas where your firm can meet the target's needs (cross-sell strategy). In addition, provide the attorney with questions to ask the prospect when they meet.

Let the attorneys know that you will debrief with them after the meeting and develop materials tailored to the target that they can send as a follow-up to the meeting. Most attorneys that I speak with are challenged to find a reason to follow-up. Using a targeted "pitch book" as the follow-up solves this problem and provides the target with on-point and memorable content from the firm.

Jasmine Trillos-Decarie is the director of marketing & business development at Foley Hoag LLP. She is an experienced marketing leader with more than 15 years' experience in marketing & business development

Leah Schloss

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Let's take a step back and ask, "What is the purpose of the 'pitch book?'" A pitch book is not one-size fits all. Generally, it should provide background about the firm and should create an opportunity to open a conversation. More importantly, it should be a statement that the firm is aware of some of the potential client's issues and concerns. Ideally, there would even be a specific legal issue or area that should be addressed and explored in the pitch book while incorporating the firm's particular expertise to tackle that issue.

I would recommend that the marketing group ask the lawyer as much as possible about the lawyer's relationship with the contact, what he/she knows about any current legal issues, and the company's current counsel. Any information that the...