When it comes to pitching for new business, especially in the legal field, the common mistake is focusing too much on selling yourself. Here’s the truth: if you’ve been invited to pitch, they already know you’re qualified. Instead of spending your time proving your worth, focus on building a strong relationship, understanding their needs and showing how you can provide solutions.

While pitch materials, like bios, decks or brochures, are nice to have, they’re often skimmed at best. The real opportunity lies in the conversation and connection you build with the potential client. So, how do you shift your approach to make a lasting impact? Here’s how:

1. Focus on Their Needs, Not Your Accomplishments

Too many pitches are centered around highlighting your accomplishments, awards and past successes. While those things might seem important to you, the client is more interested in how you can help them solve their unique challenges and support their business.

If you spend most of your pitch talking about your credentials, you risk missing the opportunity to show that you understand the client’s business and their specific pain points. The key is to tailor your pitch around their needs – ask questions about their current challenges, listen closely (instead of dominating the conversation) and offer insights into how you can help.

Actionable Tip: Before the pitch, do your research. Identify their biggest challenges and goals. Use this knowledge to frame the conversation around their needs, showing that you’ve done your homework and are ready to help.

2. Make Your Pitch Materials Bespoke and Client-Focused

While pitch decks and supplementary materials are useful, don’t rely on them to do the heavy lifting. Clients may glance through these materials, but they’re often more interested in the conversation happening in the room. Your pitch materials should be bespoke and customized to address the client’s specific situation.

Avoid using generic slides or long lists of your accomplishments. Instead, include case studies or examples that show how you’ve addressed similar issues for other clients. And make sure the materials speak directly to the client’s challenges.

Actionable Tip: Tailor each section of your pitch materials to answer the client’s most pressing questions. How can you make their business more efficient? How can you solve the legal issues they face? Make sure every slide or handout speaks to their goals, not your resume.

3. Collaborate Instead of Selling

Pitches are not about “selling” in the traditional sense. The people across the table already know you’re good at what you do – now they want to see how well you understand them and how you can collaborate to solve their problems.

Rather than presenting a one-size-fits-all solution, position yourself as a partner. Ask questions, engage in a dialogue, and explore solutions together. This approach builds trust and shows that you’re genuinely interested in their success, not just landing the contract.

Actionable Tip: Think of your pitch as a conversation, not a sales presentation. Be ready to ask thoughtful questions, listen to the client’s answers and propose collaborative ways to address their challenges.

4. Listen More Than You Talk

One of the most overlooked skills in pitching is active listening. Too often, professionals feel the need to dominate the conversation to prove their worth. But in reality, the more you listen, the better you can understand the client’s needs – and the more you show that you’re focused on them.

Listening also gives you valuable insights into what the client is really looking for, allowing you to adjust your pitch in real time. It demonstrates that you’re adaptable, thoughtful and invested in finding the best solution for them.

Actionable Tip: Go into the pitch with a mindset of discovery. Ask open-ended questions and let the client speak. The more you listen, the more information you’ll have to tailor your pitch to what they truly care about.

5. Show How You Add Value Without Bragging

One of the biggest mistakes in a pitch is spending too much time talking about yourself. Yes, the client needs to know you’re capable, but they’re more interested in how your expertise will help them achieve their goals.

Rather than reciting a long list of credentials, focus on how your past experiences have solved similar problems for others and how you can apply that expertise to their situation. This isn’t about self-promotion; it’s about offering solutions.

Actionable Tip: When talking about your qualifications, always tie them back to the client’s needs. For example, instead of saying, “We’re experts in XYZ,” say, “We’ve helped clients in your industry reduce legal risks in XYZ areas, and we’d love to explore how that could work for you.”

6. Build Relationships, Not Just Contracts

The goal of any pitch shouldn’t be just to close the deal. You’re laying the foundation for a long-term relationship. Focusing solely on landing the project can come across as transactional, while building rapport shows that you’re invested in their success beyond the immediate contract.

When you focus on relationship-building, you position yourself as a trusted partner rather than just another service provider. And clients are far more likely to choose someone they trust to have their best interests at heart.

Actionable Tip: Spend time getting to know the client on a personal level. What are their business goals? What challenges do they face outside of the immediate scope of the project? The more you show you’re genuinely invested in their success, the stronger the relationship will be.

7. Follow Up Thoughtfully

The pitch doesn’t end when you walk out of the room. Following up with the client is just as important as the meeting itself. However, follow-up should be thoughtful and value-driven, not just a polite thank-you email.

After the pitch, take time to reflect on the conversation. Did any new challenges or goals come up that you didn’t fully address? If so, follow up with additional information or suggestions. This shows that you’re actively thinking about their needs and are willing to go the extra mile.

Actionable Tip: Send a follow-up email that recaps key points from the pitch, and offer to provide any additional information they might need. If you discussed specific challenges, follow up with a resource or suggestion that demonstrates your continued engagement.

8. Don’t Try to Prove Yourself—You’re Already There

One of the biggest mistakes people make when pitching is feeling the need to prove they belong in the room. But if you’re pitching, you’ve already made it past the first hurdle. The client knows your qualifications, so there’s no need to focus on “proving” yourself.

Instead, focus on proving that you understand their needs. When you can show a deep understanding of their business and present tailored solutions, that’s what will set you apart—not a list of qualifications they’ve already read.

Actionable Tip: Don’t waste time in the pitch on long introductions about who you are and what you’ve done. Dive straight into discussing their needs and how you can help solve them.

Make the Client the Hero, Not Yourself

At the end of the day, successful pitches aren’t about proving you’re the best—they’re about proving that you’re the best fit for the client’s specific needs. To do this, you need to focus on building relationships, understanding their challenges, and offering solutions that add real value.

By shifting the focus away from yourself and onto the client, you position yourself as a trusted partner invested in their success. And that’s what will truly set you apart in any pitch—especially in service-based industries like law.

Next time you’re preparing for a pitch, remember: you’re already in the room because they believe in your qualifications. Now, it’s time to show them you’re the right partner by focusing on what really matters – their success.