Do you know why clients select you and your firm?  Do you know why they come back?  After all, there are many firms that provide the same services as you do.  Here are some possibilities:


Cost                    Certainly important, but always at risk if it's the only reason.  If this is your central positioning, operational efficiency needs to be the key driver in your firm and permeate everything you do.

Personality          This is "industrial strength" glue.  But it's risky because it is one-dimensional and assumes the principals' continued good health and stability of human relationships.

ETWW                Being Easy To Work With is a very effective habit builder.  And habit is among the strongest of glues.  The risk here is change in the client's key staff, office procedures or simply that they will succumb to the charms of something new and different.

Value-Added       This is often the "tipping point" when all other features of the business are at parity with those of competitors.  This is also the aspect that offers the greatest opportunity for creativity and differentiation.


        So, what's your glue?    In all likelihood it's a mixture of all of the above.   The
formula you create for your glue becomes your firm's "personality".  But don't simply rely on your own assessments.  From time to time it's a good idea to check with your clients.     After all, the only reasons that really count are your clients' reasons for "sticking" with your firm.