In this episode, Alay and Bruce discuss: 

  • Gaining an advantage with your clients by being clear and making decisions easy. 
  • Remaining the right choice by removing risk.
  • Positioning yourself to attract your ideal clients. 
  • Be specific about what you want. 


Key Takeaways: 

  • Billboards and awards do not demonstrate trust. Alignment with the client does form the basis for trust.
  • It’s not just your current best client that matters, it’s also a question of who is your best future client. 
  • Look at the one or two things you need to attract the clients you desire, not the laundry list of things that could be done. 
  • If you’re working with the right clients, your life will improve. Life is too short to work with clients that drain you. 

Tweetable Moments:

  • “Fit is really important, it’s not just about your skills.” —  Bruce La Fetra
  • “When you say ‘I want these specific characteristics in a client.’ Now people have something to latch on to and focus on and engage in their mind and really help you.” —  Alay Yajnik
  • “What people find is when they’re specific, all of a sudden there’s a lot more opportunity, they’re actually growing, and they’re growing significantly.” —  Bruce La Fetra
  • “Communicate internally. Make sure everyone in your firm knows why your best clients select your firm. Then start to communicate that out to your referral partners, your networking contacts, and your past clients. Then that all matches up between what you think internally and say internally, what your clients and referral partners see and hear, and what your marketing is to the outside world.” —  Bruce La Fetra


About Bruce La Fetra:

Bruce La Fetra works with attorneys and law firms to fundamentally change how and who generates business. Focusing on their Best Clients creates a virtuous cycle where it gets easier to grow revenue, improve profitability, and shorten the sales cycle as the firm attracts more of its Best Clients.

Clients call Bruce “The Client Whisperer” because his Think Like Your Best Clients concept for positioning hands his clients a hard-to-match advantage. The Think Like Your Best Clients concept evolved from developing marketing strategies for dozens of firms and interviewing hundreds of their Best Clients over the past 20 years.

Bruce earned his BA in Economics from Claremont McKenna College and his MBA from The Tuck School of Business at Dartmouth College. He is also a trained facilitator. Bruce isn’t an attorney, but he is married to one.


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