The Service Spectrum
Every service a firm sells falls somewhere on this spectrum — from required work clients have to buy to chosen work clients only buy if BD & growth help them want it. Tap any service to see how it gets sold, who buys it, and where your role fits.
Required and recurring. Sells itself on deadline, regulation, or event. BD & growth leverage: low — but loyalty leverage is high. Your role is retention, scope expansion, and reputation that survives the next RFP.
Triggered by events: a deal, an incident, a regulatory shift. Clients buy when something happens. BD & growth leverage: moderate. Stay top of mind so the firm gets the call when the trigger fires — through thought leadership, alumni networks, and referral channels.
Pure choice. Clients only buy if they understand the value and trust the firm to deliver it. BD & growth leverage: high — sometimes the entire game. Demand has to be created. This is where Growth Leaders earn their budget many times over.