Customized: When competing in this segment,
firms are trying to put some “stickiness”
into their relationship with the client’s
personnel by helping them think through the
customization and implementation process.
So, the business development challenge here
is to know who the client’s key personnel are
and to select fee-earners who will develop an
effective relationship with them.
Identifying the client’s key personnel thus
becomes the number one task, alongside gaining
a clear understanding of what drives them
and what they personally need to achieve
in order to be seen to be successful. In our
experience, one of the associated activities
that can yield significant benefits over time is,
when appropriate, to use the customization
process as an opportunity to collaborate with
and educate the client’s personnel.