An opportunity to present capabilities to a client is not a request to learn about every practice in the firm. Nonetheless, many attorneys sneak additional practice areas into the materials or presentation ‘just in case they have needs’. But pitching to win a bundled set of services complicates the decision process unnecessarily. 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 are. For one, multiple practice presentations require the buyer to make multiple decisions. In this case, it is much easier to decline all than agree to only one. And once one 'no' is verbalized, it becomes much easier to verbalize 'no' again and again. 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.
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