Winning Legal Pitches: How to Engage, Connect, and Retain Clients

Andy Seidel | Seyfarth Shaw LLP

Andy Seidel is a Marketing and Business Development Manager at Seyfarth Shaw LLP, where is based in the firm’s Boston office. Andy works closely with attorneys in Boston and across the firm to define and execute business development strategy with a client-centric lens. This includes developing pitches and responding to client RFPs, planning pitch meetings and voice of the client interview sessions, and crafting client and industry or practice-specific initiatives aimed at increasing client engagement and driving firm revenue. He is also heavily involved in the planning and execution of thought leadership content with the goal of keeping clients up to date on the most critical legal developments in their world, with an eye towards adding value and the perspective that they will not get elsewhere.

Andy also is heavily invested in the creation and improvement of tools and systems that allow greater visibility into the firm’s client relationships and business trends. As a strong believer that knowledge is power and that data often tells a story, he is constantly thinking about how to memorialize and organize the information that can help drive business and improve client service and engagement.

Prior to joining Seyfarth, Andy spent several years on the global pitch and proposal team at Latham & Watkins. Before his time in legal marketing and business development, he spent nearly a decade working in the hospitality industry, including as the General Manager of a historic hotel in Massachusetts, and as the Director of Corporate Development for a family office invested in historic hotels across New England.

Ryan McKeen | Best Era, LLC

As a co-founder of Best Era, LLC, my extensive background as a lawyer and law firm owner drives my commitment to helping the legal community thrive. With over 18 years in trial and litigation, I’ve led the Connecticut Trial Firm to significant achievements, including a landmark $100 million jury verdict.

I am dedicated to enriching the legal field by sharing insights from my experience. I co-authored the best-selling books “Tiger Tactics: Powerful Strategies for Winning Law Firms” and “CEO Edition,” and regularly speak at national legal conferences on topics including innovative marketing, artificial intelligence, law’s future, and effective management.

Our firm’s recognition includes membership in the Multi-Million Dollar Advocates Forum and repeated honors as an Inc. 5000 firm. The Hartford Business Journal recognized Connecticut Trial Firm, LLC as the third best place to work in Connecticut in 2023 and 2024, and Law Firm 500 listed us as the tenth fastest growing firm in the U.S.

I am committed to a life of generosity, openness, and gratitude, values that guide both my professional and personal endeavors.

Session I – Shifting to Client-Centered Pitching | 1:00pm – 2:00pm

• Understanding the psychology of legal pitches
  • Why traditional sales tactics don’t work in legal business development
  • The key differences between selling services and building trust
  • The role of emotional intelligence in client acquisition
• Shifting the focus: From self-promotion to client-centered pitching
  • Identifying client pain points before the meeting
  • How to ask the right questions to uncover client needs
  • Tailoring your message to align with their business challenges
• Creating client-focused pitch materials
  • Avoiding generic decks and bios—customizing content for impact
  • Using case studies and real-world examples to demonstrate value
  • Designing pitch materials that enhance (rather than replace) conversation

Break | 2:00pm – 2:10pm

Session II – Building Relationships Through Collaborative Conversations | 2:10pm – 3:10pm

• Engaging in collaborative conversations, not sales pitches
  • How to position yourself as a problem-solving partner, not just a service provider
  • Techniques for active listening and strategic questioning
  • Encouraging dialogue that leads to deeper engagement and trust
• The art of subtle self-promotion: Showcasing value without bragging
  • Reframing expertise as a solution rather than a qualification
  • How to discuss past successes without sounding self-centered
  • Strategies to make the client feel like the hero of the story
• Building long-term relationships beyond the pitch
  • Shifting from transactional to relationship-driven business development
  • Following up effectively to maintain engagement and trust
  • Developing a long-term strategy for sustained client retention
• Avoiding common mistakes in legal pitches
  • Overloading clients with information instead of tailoring the message
  • Focusing too much on past accomplishments instead of future solutions
  • Neglecting follow-ups or failing to maintain long-term relationships