Edition #23 | Your December BD boost: cross-selling, pitching & partner insights

Welcome to Edition 23 of Trifecta!

As ever, if you have any questions, or something or someone you specifically want to hear from, let us know, we’re all ears.

Interview spotlight: Joseph McCaughley, Partner at Spencer West

"The people who truly grasp what their clients want are the ones who develop the best client relationships and ultimately become indispensable to their firms."

This week on the GFC blog, partner Joseph McCaughley shares how he built a thriving practice after an unconventional route to partnership — moving from eight years in-house back into private practice and reshaping his approach to business development along the way.

In the interview, Joseph talks candidly about:

Why relationships - not hard selling - sit at the heart of his approach to winning work.
How collaborating across the firm has helped him create new opportunities and support colleagues in other specialisms.
The BD habits that don’t work (including relying on a website alone) and the ones that do, such as consistent, thoughtful use of LinkedIn.
The simple BD structure he follows each week to stay visible, stay curious, and stay connected to his network.

A great read for anyone navigating career transitions or looking for a practical, human approach to BD.

Read the full article here.

Make December your easiest month for cross-selling

As the year wraps up, most lawyers are focused on client drinks and closing matters. But December also brings a simple BD advantage: you’re around your colleagues more.

That makes it one of the easiest times to fix a major missed opportunity in most firms — cross-selling.

You already have the trust, the relationship, and the insight into what your client needs. Introducing the right colleague doesn’t dilute your role; it makes you the person who solves problems, not just delivers a service.

A quick win this month: before your next team catch-up, pick one colleague who complements your work, identify where they add value, and mention them in one client conversation before the break. A small step now can strengthen relationships well into the new year.

Read the full article here to explore the practical steps and mindset behind effective cross-selling.

Tip of the month:

Have one December coffee with a colleague outside your immediate team.

Cross-selling starts with knowing what others actually do. A quick end-of-year chat gives you new ways to spot opportunities — and helps you walk into January with stronger internal links.

Bonus content: Why the pitch document isn’t enough

In Part 2 of our interview with Tina Glover, senior proposals manager at White & Case, this article highlights how effective pitching in law firms now rests on much more than the proposal itself. Key takeaways include:

Include your BD team early: When BD is treated merely as document-producer, firms miss strategic value.
Use technology wisely: Tech should enable collaboration, insight tracking and efficiency — but it doesn’t replace human strategic thought.
Present fees as part of a client-focused conversation: Framing pricing around value and collaboration supports stronger relationships.

Read the full article if you’re involved in pitching or working on proposals — the insights will help you elevate your approach from 'just a document' to a thoughtful client conversation.

Not sure what to do next?

You have a few options:

View previous editions of Trifecta by clicking here.

Want even more content? Check out the insights page on our website here.

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Trifecta

December BD highlights: Partner insight, cross-selling wins & pitching advice