Lawyers aren't salesmen, right? It is a profession practised by the well-educated (and in many instances privileged), and it's all about offering clients high-quality advice and professional service, not 'selling' – a word some lawyers might associate with car dealerships or mobile phone shops. Selling may have been a rarity in the legal profession 20 years ago, at least for some established firms lucky enough to have institutional client bases and no need to fight for their dinner. But this isn't the case any more – not for any firm, regardless of size.

As our lead feature this week outlines, creating the perfect pitch is big business for law firms. Large teams of professionals with expertise in pricing, business development and project management will spend many hours working with lawyers to prepare for the most important tenders.

And while the size and scope of these pitches will vary depending on the potential client, firms are conducting thousands of pitches each year to win enough work to retain their market position. Given the time committed by so many people, particularly those who could otherwise be fee-earning, that's a costly business if you're not getting it right or are pitching for the wrong work.

Much of the work comes down to nothing more radical than organisation, preparation and practice: making sure you know who you're pitching against, what the client wants and how you can deliver it better than the competition. This can all be taught. But at the presentation stage sales skills are definitely called for – admittedly of a specialised and nuanced nature.

So, can you teach these skills to those more likely to have been drawn to the profession because of the intellectual challenges it presented than a desire to win competitive pitches? Here the answer is less clear. With the best training there is no reason why everyone can't be capable of a solid performance assuming they remember a few basic rules, which arguably apply as much to mobile phones as legal services: know what you're selling; believe in it; and understand why it's a valuable service.

But the natural flair of the archetypal rainmaker or even just the best salesman is something quite different and cannot be taught. Which means making sure you have someone on the pitch team who fulfils that criteria is important – almost as important as making sure you definitely want the work before you pitch and practise until it's perfect.