Firms are beginning to differentiate

We’re seeing signs that some firms, and in particular law firms, are moving away from thinking about differentiation as being “lets change our logo and the colours on our website”.

A mystery shopping exercise we recently performed across a small set of firms showed that:

  • Two firms had genuinely determined an “offer” which was distinctive and provided something materially different to competing firms
  • One firm talked about undertaking work in a different way, but it appeared “skin deep” as lawyers could not articulate how they did this
  • For one firm, there was a huge gap between what it said it was like, and the experience of a prospective client in dealing with them.There was a gulf between the “verbiage” in brochures and the website, and the reality. It was also a matter of chance as to whether the enquirer was put through to the right person.

What do you think your firm would look like to a prospective client?

Do you know how your proposition stacks up?  

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