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Pitch perfect

Providing solutions not products or services Many firms retain a producer mentality - 'this is what we do and this is why you should buy it'. The modern reality is that we all buy in search of a solution to a need. In the legal context that can be a simple commercial question such as 'how do we structure this business to maximise its profitability while ensuring compliance?' Business development is more effective when we understand what problems clients are seeking to solve before we try to 'sell'. It can also help to understand the difference between 'order qualifiers' which get us to short-list, and 'order winners' that secure the business. The former are about credentials while the latter are more about chemistry, and inspiring confidence that the firm will deliver a real solution for the client while reducing their anxiety.

28-Jan-2009

11:15 am