The god of service buyers is Value, whose handmaiden is Efficiency. In the minds of buyers, efficiency is linked to specialization a likely predictor of value. But a general practice firm can have a focus. Follow the lead of banks and package those services as Getting Started in Business or Growth Financing or a similar client-oriented offering. Smaller businesses are the least sophisticated buyers of legal services, so make it easy for them.
Larger businesses are more savvy.
Licensing Throughout the Americas, Maximizing the Value of Your Patent Portfolio, etc. Peter Drucker, management s living legend, insisted the goal of marketing is to eliminate selling. Your goal is to make the phone ring with clients who understand what you do best. Again The brand name firms in any market are usually the older and larger ones. Brand name means they ve achieved name recognition as a result of their long-standing reputations.