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Drafting Successful RFP Responses for Legal Services: Establishing Your Value Proposition to Get Selected as Outside Counsel

Responding to Preferred Panel or Matter Specific RFPs: Legal Expertise, Client Service, Technology, Alternative Fee Arrangements, Diversity

Recording of a 90-minute CLE video webinar with Q&A

This program is included with the Strafford CLE Pass. Click for more information.
This program is included with the Strafford All-Access Pass. Click for more information.

Conducted on Tuesday, April 6, 2021

Recorded event now available

or call 1-800-926-7926

This CLE course will provide law firms with practical advice and best practices when responding to an RFP for legal services. The panel will discuss what scores best in an RFP response and how to manage an efficient and effective RFP response process at your law firm. The presentation will cover key topics that legal departments are focusing on in RFPs such as diversity, project management, technology, and pricing. The panel will also discuss key steps in the internal response process that should be implemented so that your final product highlights your competitive advantages over your peer firms.


The emergence and evolution of legal operations, combined with a global pandemic, has led to more legal spending optimization initiatives by corporate counsel. Issuing an RFP to current and potential legal service providers is becoming a common practice across the legal landscape that is impacting law firms of all sizes.

RFPs can be a great opportunity to retain and potentially expand the work law firms do for a client, or they can be a nightmare where you can lose a client altogether or end up with a pricing model that kills your bottom line. Firms must have a strategy in place to respond to an RFP that allows the attorney and the marketing department to collaborate on a winning response in a short time frame.

Listen as our authoritative panel guides lawyers on successfully responding to an RFP for a preferred panel or specific legal matters. The panel will provide best practices for a concise and cohesive response that will address how you can solve the legal department's issues with supporting evidence of the benefits of choosing your firm.



  1. Setting up your response strategy with marketing
  2. Developing a theme and value proposition
  3. Customizing the response to the client's business and industry
  4. Incorporating a strategic pricing proposal
  5. Providing solutions to the issues driving the RFP


The panel will review these and other issues:

  • Insight into how RFPs are being used by legal departments
  • Tips on how to draft answers that score well
  • How to incorporate storytelling into your RFP response
  • An understanding of what legal departments are looking for in regards to diversity, legal expertise, technology, and other key areas


Fox, Adrienne
Adrienne Fox

Director of Global Category Management for Legal Services
Novartis Services

Ms. Fox focuses on delivering value and efficiency for the procurement of legal services at local, global and...  |  Read More

Prinn, Matthew
Matthew Prinn

RFP Advisory Group

Mr. Prinn is Principal of RFP Advisory Group, a consulting company that specializes in RFPs in the legal industry....  |  Read More

Windmoeller, Katie
Katie Windmoeller

Senior Manager, Proposals
Dentons US

Ms. Windmoeller manages the RFP response process and strategy for Dentons, the world’s largest law firm operating...  |  Read More

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Strafford will process CLE credit for one person on each recording. All formats include course handouts.

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