Pitching for business

The importance for law firms of pitching for business has grown significantly. Many clients have limited funds for instructing lawyers and want to achieve ever lower prices and better value. As a result, law firms have to be more competitive and willing to offer more to win new clients and new business. The growing use of procurement managers has enabled commercial, institutional and public sector clients to implement challenging processes that achieve better value for money. With more clients going out to tender and competition intensifying, pitches need to be smarter than ever.

Requests for proposal/invitations to tender

Opportunities to pitch for business come in two main forms:

•
requests for proposal (RFPs)—these tend to be more general in scope and less prescriptive
•
invitations to tender (ITTs)—these tend to be more specific and exacting

The aim of a RFP or ITT is to invite potential suppliers of a required service or commodity to submit a business proposal in a structured way. The most

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