The question.

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

One of my many tasks is to assist lawyers with requests for proposals (RFPs), except that I end up with all the work. The lawyers don't submit questions even when there is an opportunity, and they wait until the deadline to review. And guess whose fault it is if we don't win? Suggestions?

Allen Chichester

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RFPs make up a small percentage of new business revenue but a large percentage of staff and lawyer new business time.

Audit the RFPs you have done. First, ask the lawyers involved to estimate the amount of time they put into each. Then, put a value on both lawyer time and your time. Estimate the average dollar amount invested in your firm's responses to RFPs. It will be higher than you think. Calculate a win rate; it will be lower than expected. Based on these facts, ask your office managing partner to require formal approval before you engage in responding to any RFP, paying careful attention to your chances of winning. Finally, clearly lay out the steps for responding to an RFP into a process document, and include each person's responsibility for each step.

For example, Step one: Clear conflicts. Step two: Get office managing partner approval, and so on. Clearly lay out each step, and make sure to include the responsibility of the relationship partner to edit the final document. Make a presentation on how to win an RFP at the next partner meeting. Finally, use the new process as an aid to winning, not as a roadblock to pitching.

Allen Chichester is chief marketing officer at Barnes & Thornburg LLP. He has held leadership positions in marketing for the past 25 years, including the CEO of North Asia for Leo Burnett International and the CMO for DLA Piper US LLP.

Jan Anne Dubin

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As professionals in law firms, we wear many competing hats. One critical role we play is to drive the proposal process in a compelling manner that will win the firm new work. Firm lawyers are our internal clients, and to gain their respect, we must provide value and outstanding service.

Challenge yourself to go above and beyond just "assisting" the lawyers in compiling materials. Migrate to providing critical research, strategy and leadership in directing the proposal response. This includes the timeline, content and pricing structure. It is critical for you to thoroughly understand the RFP process, including the breadth and scope of questions clients and prospects are asking, as well as your firm's response to such...