Empowering Change: David’s First Pitch for New Business

Wisdom is all around us: from the MBT Blog
Published by Mary Balistreri, MBT More Business Today LLC

Leading your first pitch for business in a law firm brings many thoughts and feelings to the surface. Excitement, anxiety, pride and fear are just a few of the most basic. For David, who just recently began a journey of self-improvement, all emotions seem to clash into each other as he prepares to lead his first pitch.

David might call today’s MBT blog My Big Try or My Bungling Triathlon. In the blog post, To Speak Up or Not to Speak Up: David’s Story, our hero came to realize he received opportunities which other attorneys in his firm who were diverse – women, people of color and members of the LGBTQ+ community – did not. The unjustness of it upset him greatly, yet he was embarrassed by his own willingness to let things slide.

David’s mentor and supervisor, Edgar, suggested, “The only way to make change in a law firm is to become a rainmaker. Now it is your turn to speak up. In the moment, when you see that a diverse voice should be added to a team, talk to the team leader about it.”

Soon after his discussion with Edgar, David found himself with an opportunity to put together his own pitch team. He was thrilled at taking control of the situation himself and creating the team he wanted. His trouble today? Before now, he had no understanding of the difficulty of finding and preparing the “right team.”

Today, David is meeting with a friend who is also a lawyer at a mid-size firm. Pete is a small man, short and slight, with dark wavy hair and a bushy mustache that droops over the sides of his mouth leaving the impression of a constant frown. He does not frown so much, but his general countenance is on the serious side. He tends to inhabit groups he joins by sticking to the edges – ever present but not always noticeable. When Pete does contribute to the conversation, he drops huge insights that tend to inspire a great deal of awe. His friend circle is small yet devoted, and includes David.

When we join the two at a local bar, David is in the process of explaining his pitch team and preparation to Pete. “I can’t believe how much work this is! First, I’m getting as much information as possible from the client – who, by the way is one of my best friends, Paul. I feel like such a jerk! Paul is amazingly helpful in introducing me to the inside legal team leading this acquisition. I know what they want and my firm has it! So, now, I have a strategy that should get us the work. I have the right team – a good mix of diversity – and my ace in the hole, Edgar who is also my boss, won’t show up to the prep sessions! I am losing my mind!”

Pete quietly listens and drinks his favorite hazy IPA. He nods a few times to indicate he is listening. “Is there some kind of process you are following?”

David nods. “Yes, thank God! I got this from a friend I went to law school with. Look at it.” David shows Pete a handwritten outline. On a second page, David scribbled notes addressing the answers to each item.

Pitch Process

1. Talk to client. What is their criteria for choosing a law firm on this project? How do they like to work with outside lawyers? Who will you meet with? What is the format for the meeting?
2. Create the right team. Make sure it is balanced in diversity including age and experience.
3. Create the messaging. Why would they hire you?
4. Plan in advance who will talk about which point for discussion. Take the lead at the meeting to make sure you finish in time.
5. Make sure you ask questions so the prospect is part of the conversation.
6. At the end, ask for the next step.

Pete perks up after looking at the list. “Looks good! Can I have a copy of this? I have a client meeting coming up next month.”

“Yes, sure. Take a picture. But what do you think?” David asks.

Pete leans forward, folds his hands, and places them on the bar. “Managing up is always difficult. Best to avoid it whenever you can. My thought is, if you sit down and talk to Edgar about your plan, involve him in the process a bit, get his feedback, then he’ll come around. From what you have told me, Edgar is a great guy and a true mentor to you. Give him a chance to mentor you on this. Once he understands the necessity of the prep sessions, I bet he’ll come through. He may even give a rousing speech to the rest of the team about how he trusts you and all of them to work hard on the pitch and the project when you win it.”

“You are brilliant!” David exclaims. Then says in a more subdued tone, “I should know this by now. Talk to Edgar and lay it all out. And the rest of the team seems to need support from him. I will tell him that, too. You know who works the hardest on this, other than me? The two associates! ” David scribbles more notes and waves to the bartender. “Thank you, Pete. Let me buy you another beer.”

David likes to work hard and then he enjoys celebrating. As he continues hanging with Pete, his mind fills with images of the celebration he plans to throw when the team wins the work. A big barbecue at his house or a special dinner at a fancy restaurant. He absolutely believes with Edgar’s help, his team is the best one for the job.

As he drives home that night, David thinks about the team. It took a good deal of effort to decide who was the right fit. He ended with two associates, Edgard, and himself. He must have spoken to, practically interviewed, 12 people until he hit upon the right group. Then, he had to tell some people that they were not chosen. Those conversations made him squeamish.

He was honest and transparent with each person. He explained to them his plan for the pitch, what the client expected, how the client would judge the team, and how each would be rewarded for their time investment. Some attorneys refused to participate in the preparation and planning. Even if their experience was perfect, he opted for only people who agreed to make the commitment.

As a result, each team member brings specific traits and skills enhancing the team’s capabilities and strengthening the chances of winning. Edgar is the sage, distinguished leader. He brings experience and diplomacy to the group. Tristan, a mid-level associate, brings stories of projects with a slant toward the day-to-day snafus and insights. He makes it real and detailed. A perfect match for one of the client’s team who is expected to ask a slew of questions about the nitty gritty. Wanda, a senior associate, is an eloquent speaker who rouses and inspires everywhere she goes. She could make reading a cereal box fun and motivating. And, all of them are likeable and great lawyers, too.

Tune in next time to find out how the pitch goes and whether David’s team wins.