With all the slang used to describe the sales process one word -"pitch"- has become law firms' standard terminology to describe meeting with a prospective client to get hired. According to Webster, the definition of pitch (verb) is to throw, fling, hurl or toss. While it is a good description of many law firm and potential client meetings - it couldn't be a more inaccurate term.
What an injustice. We describe our contributions to our firms as preparing teams of lawyers for "pitches". Why should we continue this rhetoric? As sales and service executives in our firms, we must push to change this misnomer of 'pitching'. If we continue to call these meetings pitches then lawyers will continue to treat them as so ... Prospective client meetings should be treated as well prepared, thoughtful dialog between our firms and the marketplace to uncover possible legal and business problems for which our firms can solve. After all - if the process is followed correctly, it's called 'catching' not pitching. Start the evolution in your firm by taking the word "pitch" out of your vocabulary.
The Legal Sales and Service Organization (LSSO) is the legal industry's first and only organization focused exclusively on sales, service and quality issues in law departments and firms.
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Beth: What a great insight. When you pitch someone, it is with the express intent that a specific result occur. Unfortunately, when selling something as sophisticated and detailed a relationship, it is much more realistic to view it as a process. When you "catch", yes you get to measure that, so the language (a key fascination for me) is beautiful and insightful.
When Sandra Sellani and I conduct the LSSO Webinar on 7 February, I will be sure to bring this up. Great stuff. You know, maybe you should sell for a living!
John Klymshyn
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