The firms winning work aren’t necessarily better. They’re just easier to buy from.
Professional services firms spend a lot of time thinking about how to stand out.
“How do we differentiate ourselves?” “How do we show our expertise?” “How do we prove we’re better than our competitors?”
They’re all sensible questions. But after nearly 20 years working with professional services firms, I’ve noticed something that cuts across all of them.
The firms winning work aren’t always the most experienced. They don’t always have the biggest teams or the strongest brand. Quite often, they’re simply easier to buy from. Here’s what that looks like in practice, and how to make it true of your firm.
Expertise is expected
Whether you’re a law firm, an accountancy practice or a consultancy, your clients expect you to be good at what you do. Your qualifications, experience and technical knowledge get you onto the shortlist. They don’t always win you the work.
When a client is choosing between three or four firms with similar expertise, other things start to matter. How quickly did you respond? Did you understand their actual challenge? Was your proposal clear? Did you make the whole process feel straightforward? Did they feel confident about working with you?
None of those are about being cleverer than the firm next door. They’re about the experience of choosing you, and that’s often where the decision is really made.
Friction loses opportunities
Every unnecessary step creates friction. Waiting weeks for a proposal. Long approval processes. Complicated pricing. Unclear next steps. Three meetings that could have been one.
None of that makes a client feel looked after. It makes the buying process feel like hard work, and busy people value simplicity far more than we tend to assume.
It’s worth naming your own friction points honestly. Where does a prospective client have to wait? Where do they have to chase you? Where might they be left unsure what happens next? Every one of those is a place you could quietly be losing work without ever knowing it, because a client who finds it hard going rarely tells you. They just go elsewhere.
Relationships matter, but so does the experience
We often say professional services is a relationship business. I agree. But relationships don’t stop once a proposal’s been submitted.
Every interaction shapes how a client sees you. From the first conversation to onboarding, each touchpoint either builds confidence or plants a little doubt. And it’s usually the small things that leave the biggest impression.
Returning calls when you said you would. Sending the proposal on time. Explaining things clearly, without the jargon. Making a useful introduction. Following up without being chased.
These aren’t grand marketing initiatives. They’re good business habits, and they’re completely within your control. If you want a quick win, pick the one from that list your firm is worst at and fix it first.
Marketing can’t fix a difficult buying process
Marketing can build awareness. Business development can create opportunities. Your partners can have excellent client conversations. But if the buying experience is slow, confusing or inconsistent, you’ll still lose work you should have won.
That’s the part firms often miss. Winning work isn’t only about attracting clients. It’s about making it easy for them to say yes. Pouring more into the top of the funnel won’t help if people keep falling out of it halfway down.
A useful exercise
Try walking your own buying journey as if you were the client.
Could you quickly understand what you do and who you help? Would you know who to speak to? How long would it take to actually receive a proposal? Would every interaction leave you more confident, or would some of them leave you wondering what happens next?
If you can, ask a recent client the same questions. What was easy about working with you, and what wasn’t? Their answers are usually more useful than any internal review, because they’ve lived the experience your prospects are about to.
Sometimes the biggest competitive advantage isn’t being better. It’s being easier to work with. Because when expertise is similar, the experience is what tips the decision, and that’s something you can start improving this week.
Need help?
If you would like help with your marketing and business development, bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, the UK, and Europe, specialising as a legal marketing consultant. Please get in touch or book a free 30-minute consultation.
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