Right now your clients are choosing your firm because someone referred you, you’re less expensive, or your office is close to their office—not because you’re different and better.
A firm’s strength is rooted in its positioning not its versatility. Now more than ever, prospects have stopped looking for a “full service” firm that does everything and instead are hiring best in class specialists with deep expertise in something.
Our Complete Firm Transformation is our flagship service, but it’s not for everyone. About 25% of the time we’ll recommend a different service and 50% of the time we’ll send you to a competitor. This is for firms that want to stop chasing business and have more business start chasing them. During this service we’ll perform a complete audit of your firm, and develop out a plan to help you have more high-quality leads than you know what to do with. For example, we helped one client reposition, rebrand, and create a new messaging strategy that increased their sales pipeline by $7M.
Firms who go through our Complete Firm Transformation have three distinct advantages:
- They make substantially more per partner, because their win rate goes up, and they command a price premium.
- They have fewer competitors, because their focus eliminates direct competition.
- They break free of geographical constraints and have a larger market area in which to find clients.
Our complete firm transformation includes:
Positioning and offerings review. Claim an underserved niche to call your own. Your offerings will be positioned in a way that makes you the obvious choice for your ideal clients. Once we’ve identified your positioning, we’ll align your offerings so that you no longer need to compete based on price. Despite charging more, you’ll enjoy shorter sales cycles, an increase in average deal size, and client relationships without the friction you get when you and your client are kind of a fit.
Business model and pricing review. Stop leaving money on the table. Even if revenue is trending upwards, there’s a good chance profit margins are trending in the opposite direction because you’re doing more work for that money. So, we’ll analyze your business and pricing models and discover opportunities to maximize your profitability while distancing your firm from the competition.
Design and presentation review. Make it easy for your ideal clients to notice you. By finding a way to make your brand, website, and messaging stand out from the rest, you change the buying process for your prospects. Your prospects will compare a number of nearly identical firms to your uniquely positioned firm — a firm that specializes in solving the exact problems they have. Your conversion rates for better paying clients will go up, and you’ll waste less time with unqualified leads looking for a bargain.
Lead generation audit. Move more high-quality leads through your sales funnel, faster. Your current sales funnel is bloated with leads that won’t close, might close with enough effort, and leads that will close and make you earn every single dollar. We’ll take a snapshot of your current sales funnel and find opportunities to prune leads that are wasting your time, leverage marketing automation technology to better nurture your best leads, and rethink your lead nurturing strategy so that your ideal prospects turn into clients, faster.
Messaging platform. Have all of your key messaging points for your firm in one convenient place. Your benefit statement, positioning statement, powerful headlines, and the tone of your writing are all well-documented and easily referenced by your team, new hires, and agencies or freelancers.
Design and brand direction. You get detailed and direct instructions for how your brand and website should look and feel, and how each design decision works hard to attract your ideal clients.
Ultimately, a highly differentiated firm should win more work from the right type of clients. And make more per partner while doing so. Wouldn’t it feel great to finally hear comments from prospective clients like, “I didn’t know there was a firm who specializes in X” or “You don’t know how excited I am to have finally found your firm.”
After all, isn’t that really what you got into this business for in the first place? To work with great clients on issues that matter to them. To do it on your terms. And, to make a good living along the way?