A focused proposal offering a viable solution to a specific problem is much more powerful than a broad statement of capabilities, no matter how strong those capabilities may be. For one, multiple practice presentations require the buyer to make multiple decisions. It is much easier to decline all the practices offered than agree to only one. Conversely, a strong pitch focusing on one practice area makes the decision simpler and lowers the risk to the client should only one practice area not work out.
Clients rarely abruptly stop using the services of an attorney. Instead, they more frequently ease out of the relationship slowly. The same is true of how clients prefer to get into a relationship. Pitching too much too quickly demands too much trust too early in the relationship. It is better to offer a way to become familiar with the attorney’s work and grow the relationship from there into more practice areas as trust and comfort builds.