How To Differentiate Your Law Firm In Ways That Clients Find Meaningful (WEBINAR)Specific Steps to Building Your Law Firm Differentiation Strategy
In these highly competitive times, there is little room for law firms that simply follow the herd and don’t hold themselves out as offering clients something valuable and distinctive. Do the words, “full service law firm” really make a meaningful distinction? According to Google, searching that term will land you . . . only 886,000 results!
Here’s another idea: Have a number of your partners write down—in 50 words or less—compelling statements about why your firm or practice group is unique, as compared to your competitors. Now collect them all and send them over to a friendly client to have them grade your various statements. The client’s grade should be based on an honest assessment of whether they are truly unique or if not, at least might be considered to be a distinguishing factor, that sets your firm apart in some meaningful way.
We can report from experience that if you ever try this little exercise it will provide for a rather solemn experience. You see most clients, and certainly prospective clients, are continually asking themselves one critical question – “why should I choose you?” – what makes your firm distinctive and what added-value do you bring to my business matters (that I cannot get anywhere else)?
(And do note those last six words, because they are at the very heart of whether you are the preferred choice or not).
The typical response of how your firm “can do it better, faster and cheaper” is doing nothing (according to what they tell us) but triggering your client’s gag reflex.
Very often, what you consider to be differentiators and distinguishing factors that set you and your firm apart from others, are not that distinct at all; or meaningful or valuable to clients. They might very well be true (yes your firm does have a long history and you do have lawyers who have been acknowledged by the esteemed Best Lawyers awards), but they are not uniquely true, and that is a fundamental challenge of differentiating ourselves: how to be less interchangeable or how to be uniquely true rather than just true. This is an essential element in considering your services from the client perspective, not through your own rose colored glasses.
This engaging webinar will identify and explore:
- the fundamental tests for how you know whether you have meaningful differentiation;
- how to get your people to work together on this and where to start; and
- specific steps to building your differentiation strategy