Q: I have been a partner for many years and in that time have participated in many pitches and have also made numerous other more informal requests for work. I am fully versed in how to pitch my — and my firm’s — specific experience and other typical efforts. I am aware that you are a former general counsel. What are some of the more subtle things that factored into your decisions in this area and any others you have discussed with other general counsel with whom you work?

A: I especially appreciate this question, as far too many lawyers devote a lot of time to these endeavors but fail to differentiate themselves in any significant way. This makes it hard to for inside lawyers to make these decisions. It also often provides little return on the valuable time that lawyers invest in preparing for these pitches. Three suggestions follow.