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What To Keep In Mind While Pitching To A General Counsel

This article has been written by our legal BD and social media consultants Akshit Prajapati and Anam Khan.

When pitching to a general counsel as a law firm, several key principles can significantly enhance your chances of success. It’s essential to be well-prepared, ensuring you understand the general counsel’s priorities and the company’s business goals. Here are some key considerations to keep in mind:

Thorough Preparation

Thorough preparation is the foundation of a successful pitch to a general counsel. This involves extensively researching the company, understanding its business model, industry challenges, and strategic objectives. Familiarise yourself with the general counsel’s priorities and recent initiatives. This enables you to tailor your pitch to address specific needs and demonstrate a deep understanding of their business context. By aligning your services with their objectives, you can present your firm as a valuable partner capable of providing targeted solutions that drive tangible results.

Clear and Concise Communication

Clear and concise communication is crucial when pitching to a general counsel. General counsels are often pressed for time and prefer straightforward, well-organised presentations that quickly convey the core message. Start with a strong, concise statement of what makes your firm unique and how it can address the general counsel’s specific needs, focusing on concrete benefits like cost savings, risk mitigation, or strategic advantages. Use plain language and simplify complex concepts to ensure clarity. Organise your presentation logically with clear sections and use visual aids to make your content more accessible.

Tailored Solutions

Tailored solutions are essential when pitching to a general counsel, as they demonstrate your firm’s commitment to addressing specific client needs and your ability to provide customised legal services. Conduct thorough research on the company and its unique challenges, understanding their industry, recent legal issues, and strategic goals. Highlight your firm’s experience with similar clients or cases, providing practical evidence of your capabilities through case studies or examples. Propose legal strategies specifically designed to address the general counsel’s concerns, offering detailed, customised plans that show your deep understanding of their situation. Emphasise your firm’s flexibility in adapting to the client’s evolving needs and highlight any tools or technologies your firm uses to stay agile and responsive. Frame your pitch with a long-term perspective, showing your interest in building a sustained partnership rather than just a one-off transaction.

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Building Relationships

Building relationships is a cornerstone of successfully pitching to a general counsel. This involves establishing trust and rapport, which are essential for fostering long-term partnerships. Begin by showing genuine interest in their business and understanding their unique challenges and goals. Personalise your interactions, demonstrating empathy and a deep understanding of their industry and specific needs. Active listening is key; pay close attention to their concerns and questions, and respond thoughtfully to show that you value their perspective. Transparent and proactive communication is also crucial, as it fosters trust and demonstrates your commitment to their success.

Demonstrating Value

Demonstrating value is a critical aspect of pitching to a general counsel. This involves showing how your firm’s services can provide tangible benefits to their organisation. Present evidence of past successes, such as case studies or testimonials from similar clients, highlighting specific outcomes like cost savings, risk mitigation, or successful litigation results. Align your services with the company’s strategic objectives and explain how your legal expertise can help them achieve these goals. Emphasise the efficiency and effectiveness of your services by explaining how your firm uses advanced tools and technologies to streamline legal processes, reduce costs, and improve outcomes. Quantify the value you bring whenever possible, using metrics and data to support your claims.

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Understanding the Business Context

Understanding the business context is essential when pitching to a general counsel. This means going beyond basic company information and delving into the strategic objectives, industry trends, and specific challenges the company faces. Research the company’s market position, competitors, and recent financial performance. Understand their business model, revenue streams, and key products or services. Recognise the internal dynamics of the company, including their corporate culture, decision-making processes, and key stakeholders. By demonstrating a deep understanding of the business context, you position your firm as a valuable partner who can provide not just legal solutions, but strategic guidance that supports the company’s overall objectives.

Follow-Up and Feedback

Follow-up and feedback are vital components of a successful pitch to a general counsel. Prompt and consistent follow-up demonstrates your firm’s commitment and professionalism. After the initial pitch, send a detailed summary of the meeting, highlighting key points discussed and any action items. Timely follow-up keeps the lines of communication open and builds trust. Regular updates about any developments or progress in relation to their concerns show your dedication and attention to detail.

By keeping these considerations in mind, you can create a compelling and persuasive pitch that resonates with the general counsel and positions your firm as a trusted partner capable of addressing their legal and strategic needs.


Ghostline Legal  is India’s leading, BCI-compliant, full-service tech and content firm catering exclusively to advocates and litigation chambers.

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