A proposal is client-centric when it clearly acknowledges and reflects the business strategy of the client that requested the proposal — how the client attempts to differentiate itself and successfully compete with its own rivals in the marketplace.

Uncovering a potential client’s business strategy requires research, but it is well worth the effort.  A client’s business strategy can be found on its website, social media sites, annual reports, analyst reports, industry and business articles, and Google searches.

“Be straightforward when using this information,” said Darling.  “State clearly that a client’s business strategy is ‘x’ and that your firm can help them achieve ‘x’ by doing ‘y.’

If their strategy emphasizes diversity, for example, mention key women as well as racial and cultural minorities in your firm.  If their strategy emphasized innovation, discuss how your firm uses information to improve service, manage matters and control costs.  If their strategy emphasizes “green” products and operations, show how your firm, too, supports green initiatives.

Inclusion of the client’s strategy demonstrates that you care enough about the client and the potential legal work to do your homework.  It demonstrates that you care not only about the client’s legal needs, but its “big picture” business needs as well.  It demonstrates important similarities between you and the potential clients.  After all, clients want to hire lawyers and law firms with similar values.

This is part five of a seven-part article.  For the entire article:


RFPs:  To play or not to play,that is the question