Helping fee earners prepare the perfect pitch
Some firms have dedicated pitch and tender teams. In other firms, marketing and business development (MBD) professionals support fee-earners in effective pitching and tendering. There is more to this than producing great documents and presentations. This intensive online workshop covers a wide range of relevant skills: planning, client communications, research, selling and writing to help prepare perfect bid documents and pitch presentations and increase the conversion rate.
What you will learn:
- How to ensure changing client needs are reflected in tenders
- The importance of brand messaging, value propositions and competitive differentiation
- A step-by-step approach to help fee-earners increase the effectiveness of pitches and tenders
- Insights into how pitch, bid and tender professionals use AI, systems and tools to increase pitch productivity and impact
- Ideas to improve pitch processes, documents and presentations
Topics covered
Introduction (Exercise: Tendering challenges)
Module 1 – Process and Plan
• Overview of pitch processes within selling and client relationships
Exercise: The role of MBD professionals in pitching and tendering
• Latest trends in RFPs, bids and tendering
• Pitch processes, systems, technology and metrics
• Before the pitch (evaluation of opportunities and Go/No Go decisions)
• Research to develop empathy with the client
• Connect the team with the client (and procurement)
Module 2 – Write to sell
• Scope requirements
• Create a persuasive value proposition (competitive positioning)
• Develop a sales strategy for the entire client journey
Exercise: Messages and value propositions
• Structure the bid and tender document
• Address sustainability and EDI requirements
• Adapt case studies into stories
• Write persuasively (and edit with AI assistance)
• Align the brand and tone of voice
Module 3 – Present and Learn
• Design the presentation structure and content
• Prepare fee-earner delivery and interaction at client meetings
• Manage questions and objections
• Speak truth to power (working with senior fee-earners)
• Learn and change after each pitch
Exercise: Meeting the modern challenges of pitch and tender support
Summary and conclusions
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
• • – Participation is restricted to PM Forum members
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Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
Speaker
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Kim TassoRedStarKim LtdKim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.
