Challenges of Law Firm Differentiation
The objective of the differentiating proposition is to communicate to consumers that buying from you will give them a specific benefit. This benefit must be unique to you and be powerful enough to move the buyer to choose you. Where there is insufficient differentiation between businesses the buyer’s choice is more likely to come down to price.
The aim is to have such an effective positioning, and strong USP (unique selling proposition), that buyers believe there is simply no substitute for your service. For example, if you are willing to do things differently to everyone else and meet clients on Saturday and Sunday when other law firms are closed, then your target market who values the possibility of meeting at the weekend would be hard pressed to find a substitute for your service.
It is not easy to differentiate a law practice in these desirable ways. For example,...