recently published an eBook, "Expert Insights: Modernising the Legal Pitch Process," for which I wrote a segment. My excerpt is below.
Buyers of legal services purchase on two levels – when they are formulating their short list, they are making a technical and intellectual evaluation – jurisdiction, particular expertise, experience, fee arrangements – things they can check off a list. But, when they are making their BUYING decision – to hire the one firm or lawyer – they are making an emotional decision – do I trust you, do I like you? How would I feel if I got stuck on the tarmac with you for 5 hours? (Would it be a pain or a party?)