A well-crafted client pitch can be the deciding factor between landing a new client or watching them walk out the door. While lawyers bring the legal expertise, as a law office manager, you play a key role in helping them present that expertise in the most compelling, polished, and client-focused way possible. Think of yourself as part strategist, part coach, and part quality control.
Here’s how you can help your lawyers create a pitch that not only highlights their legal strengths but also connects with what the client truly needs.
1. Start with Research
Before a pitch meeting, help your attorneys gather key information:
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What’s the client’s industry, background, or legal history?
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What problem are they trying to solve?
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Who are their competitors?
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Have they worked with a law firm before—and what went right or wrong?
Putting together a one-page client backgrounder with this info can give the team a head start on tailoring the message.
2. Craft a Clear, Customized Message
Generic pitches don’t win clients. Encourage lawyers to tailor each presentation to the client’s specific goals, industry, and pain points. Help them shape answers to questions like:
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Why our firm?
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What results have we delivered in similar cases?
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What’s our understanding of this client’s challenges?
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How will we make their life easier or their business stronger?
You can help by reviewing past case summaries, assembling testimonials, or gathering metrics that back up the team’s success.
3. Simplify the Legal Language
Clients aren’t looking for a law school lecture—they’re looking for solutions. Work with your attorneys to strip out jargon and present information in a way that feels practical and easy to understand. Offer to review presentation slides, one-pagers, or talking points to ensure the tone is approachable and confident, not overly technical.
4. Polish the Presentation Materials
You don’t need a marketing degree to know when a deck looks sloppy or a handout feels outdated. Offer to proofread pitch materials, ensure the firm’s branding is consistent, and format everything for readability. You can also help pull together bios, visual aids, and past results that make a stronger impact.
Bonus: Make sure everyone has printed handouts and digital backups before the meeting—no one wants to scramble at the last minute.
5. Prep for the Pitch Meeting
Offer to set up a quick mock session or team huddle before the real meeting. Even five minutes of role-playing can reveal awkward phrasing, weak transitions, or gaps in preparation. Encourage the lawyers to:
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Assign speaking roles
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Practice key transitions
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Anticipate client questions and objections
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Decide how to close the meeting with a clear ask or next step
Your outsider perspective can help spot things that insiders miss.
6. Follow Up Like a Pro
After the pitch, help coordinate a follow-up plan. This might include:
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Sending a thank-you email
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Sharing additional materials or references
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Summarizing the proposal in writing
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Scheduling a check-in or decision deadline
Prompt, professional follow-up signals to the client that the team is organized and attentive.