Why the Elevator Pitch Still Matters for Lawyers

The Business Development Forum, moderated by Charlotte Ford (Head of International Relationships, Charles Russell Speechlys) and Rachel Kennedy (Director of Business Development, Kinstellar), explored the role of the elevator pitch as a practical communication tool for lawyers and business development professionals.

Kennedy emphasised that elevator pitches are not solely for lawyers; they are relevant to anyone working in a competitive professional environment. Whether in networking events, conferences, client meetings, or informal encounters, professionals are frequently asked what they do and why it matters. Communicating this succinctly helps create memorable first impressions and position individuals strategically for future opportunities.

For lawyers in particular, the challenge lies in translating complex legal expertise into language that clients can easily understand. Clients are rarely interested in technical details of legal practice; they are primarily concerned with how advisers solve business problems and add value.

Internal vs External Elevator Pitches

A key distinction discussed during the session was between internal and external elevator pitches.

An external elevator pitch is designed for audiences outside the organisation, potential clients, referral sources, and professional contacts. These pitches must be client-focused and emphasise benefits and outcomes rather than internal processes.

By contrast, an internal elevator pitch is used within a firm to communicate expertise, visibility, and contribution to colleagues. Internal messaging assumes a baseline understanding of the organisation but still requires clarity about the individual’s role, strengths, and the value they bring to the firm.

Ford noted that professionals working across international markets often rely heavily on such concise introductions. At conferences and cross-border networking events, time with potential collaborators may be limited, making it essential to communicate clearly and memorably.

Crafting an Effective Elevator Pitch

Kennedy outlined several practical steps for developing a strong elevator pitch.

First, professionals should clarify the objective of the interaction. The context, whether a networking event, a meeting with potential clients, or a formal pitch, shapes the tone and content.

Second, it is important to define the audience. Lawyers should avoid firm-specific terminology and instead use language that resonates with the client’s industry and priorities.

Third, the pitch should focus on solving problems rather than describing services. Clients are more interested in how advisers address business challenges than in technical legal processes.

A simple structure can be effective:

• Identify the type of client you help
• Explain the problem they face
• Describe the benefit or result you deliver

Supporting elements such as years of experience, sector expertise, or measurable outcomes can strengthen credibility.

Kennedy also recommended rehearsing the pitch aloud, removing jargon, and ensuring it feels authentic. Ideally, the message should be concise, around 40-80 words, and deliverable in 30-45 seconds.

Tone and Language

Language plays a critical role in maintaining clarity and engagement. Kennedy suggested using outcome-focused verbs such as “protect”, “enable”, “reduce”, or “save”, which communicate value more effectively than technical legal terminology.

Confidence is also important, but professionals should avoid sounding overly sales-driven. The most effective pitches are factual, conversational, and tailored to the listener.

The Often-Overlooked Internal Pitch

A particularly valuable insight from the session was the importance of internal elevator pitches. Many professionals focus on external networking but underestimate the role of internal visibility in career progression.

Kennedy explained that lawyers and BD professionals should develop two types of internal messaging:

1. A short internal elevator pitch is used in everyday interactions with colleagues. This briefly summarises expertise and areas of focus.
2. An informal internal business update, which highlights current initiatives, strategic projects, or achievements when interacting with senior leaders.

These short updates help colleagues understand how an individual contributes to the firm’s goals and create opportunities for collaboration or cross-selling.

Internal conversations are often overlooked because professionals default to casual exchanges about workload or routine matters. However, replacing these with short, purposeful updates about projects or initiatives can strengthen internal networks and visibility.

Supporting Lawyers as BD Professionals

The session also addressed how business development teams can support lawyers in developing effective elevator pitches.

BD professionals can assist by:

• Preparing lawyers before networking events or conferences
• Reviewing delegate lists and suggesting relevant talking points
• Encouraging lawyers to highlight recent deals or sector expertise
• Providing prompts that help them connect with potential clients

Ford emphasised that successful introductions often begin with personal rapport. Once a connection is established, professionals can then expand the conversation to include their firm, practice area, and broader capabilities.

Measuring Impact

The impact of elevator pitches is not always easy to measure directly. However, both speakers suggested several indicators of success.

Externally, professionals may notice that contacts remember them at later events, reconnect on LinkedIn, or invite them to further discussions.

Internally, a strong elevator pitch can lead to greater involvement in meetings, more referrals from colleagues, and increased participation in strategic projects.

Ford added that firms can also assess the quality of conversations over time. When interactions evolve from introductory exchanges to discussions about collaboration, referrals, or market insights, it often signals that the messaging is resonating.

Key Takeaways

The session concluded with several core insights:

• Elevator pitches are essential communication skills, not merely marketing tools.
• Lawyers should maintain separate internal and external messages.
• Effective pitches focus on client problems and outcomes rather than legal processes.
• Practising and refining the message ensures clarity and authenticity.
• Internal visibility through concise updates can significantly influence career development.

Ultimately, the speakers highlighted that thoughtful, consistent communication, both inside and outside the organisation, strengthens relationships, creates opportunities, and supports long-term business development.