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Segmenting services: Ensure your firm’s services target client needs

Derek Klyhn and Rob Lees discuss how to tailor your business development efforts to the market segments your firm is competing within

28 February 2014

 

Four things you will learn from this Masterclass:

  1. How to understand the segment(s) your firm operates within

  2. The business development challenges posed by each segment

  3. How to ensure your firm competes successfully in its core segment

  4. How your firm can work successfully across multiple segments

 

Much has been written about how professional service firms (PSFs) win business, especially in today’s tough times. However, most commentators fail to address the unique challenges that most firms face in positioning their services and subsequent business development efforts when they provide services of differing complexity targeted at very different client needs.

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