Dragons' Den
Posted By Rob Millard - 0 Comments -
Here's a reason to polish up your firm's "elevator pitch" :
Sainsbury's is a large UK supermarket chain selling a wide range of products from foodstuffs to white appliances to financial services. According to the BBC, they have just instituted a system based on the successful BBC TV programme Dragons' Den, to select their future suppliers.
In Dragons' Den, aspirant entrepreneurs appear before a panel of venture capitalists and have three minutes to persuade them (or not) to fund their business idea. Some of ideas that have been pitched are hilarious.
Now, everybody from suppliers of yoghurt to fresh fish to dishwashing liquid to .... legal services (!!!) .... are apparently being required to appear before the Sainburys' Dragons, to persuade them why they should be allowed to supply the corporation. The panel has already seen eleven firms, including City 'buebloods' Addleshaw Goddard, CMS Cameron McKenna, Denton Wilde Sapte, and Linklaters.
If you had to reduce what you say in pitching your firm to clients to three minutes (the time limit on Dragons' Den,) what is it that you would say? Foremost in the Dragons' minds would probably not be your firm's general credentials, history or the quality of your lawyers. They would not have invited you to pitch, were they not already confident in these. Judging by the results of recent client satisfaction surveys on both sides of the Atlantic, they would be looking and listening mostly for evidence that you:
1. understand their business better than the other pitchers
2. have a better value proposition for them (which is more than cheaper hourly rates)
3. will be more responsive and easier to work with than the others
Now .... these things are almost impossible to "fake" and they are routinely amongst those issues that come out at the top of the list of areas of unhappiness that corporate clients have with the law firms that serve them. So, if your overall strategy was focused on genuinely excelling in these three issues, in your selected areas of business, then what would you need to do differently? In what kinds of initiatives would you invest within your firm? How would you change the way that you measure performance (assuming that the old adage that people do as they are rewarded rather than as they are told is true.) How would your firm need to evolve? How would you interact with clients?
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