Companies across professional services industries continually face economic pressures, forcing them to cut costs and streamline operations. One of the first decisions? Letting go of B-players and holding on tight to their A-team.
Over time, this staffing strategy has reshaped client expectations. Businesses have grown accustomed to working with top-tier professionals and now expect an "all A-Team, all the time" approach. But in today’s competitive market—where talent shortages are real and firms are stretched thin—how do you meet these high expectations while growing your team?
The Problem: Clients Expect A-Teams on Every Project
Even the best firms struggle to assign recognizable A-players to every job. And when clients don’t see familiar names or highly regarded professionals in a proposal, they hesitate. Many businesses have lost long-time clients simply because they didn’t present an "A-Team" lineup.
The question isn’t if you can change client expectations—you can’t. The real challenge is: How do you make every team member feel like an A-player in the eyes of your clients?
Here’s how forward-thinking firms are solving this challenge.
1. Position Unfamiliar Team Members as A-Players
Your team might have incredible talent, but if a client doesn’t recognize a name, they may assume they’re not getting the best. So how do you build confidence when introducing new faces?
Real-World Example: Winning Over a New Market
A mid-sized structural engineering firm in Chicago faced this challenge while trying to break into a new market with a state Department of Transportation (DOT). Despite proposing highly skilled engineers with relevant experience, they repeatedly lost bids because the DOT didn’t perceive their team as top-tier.
The breakthrough? They leveraged client feedback data to showcase expertise.
Instead of just listing credentials, they included measurable proof:
"Our firm, measuring over 600 clients, has sustained a 96%+ satisfaction rate. The two project managers we’re proposing are among the 10 highest-rated on our staff, with 100% client satisfaction."
This strategy reassured the DOT, leading to the firm’s first contract in that state. Four years later, they continue working together on numerous projects.
📌 Key Takeaway: Use client feedback metrics and success stories to prove the strength of your team—not just their resumes.
2. Develop More A-Players from Within
What about employees who aren’t yet seen as A-players? Or those who struggle with client relationships despite their technical expertise?
The solution isn’t just hiring more A-team talent—it’s developing your existing team into high-performing, client-facing professionals.
How to Build A-Players in Your Firm
- Collect Feedback Throughout the Project Lifecycle – Ask clients for input at key touchpoints to understand where your team excels and where they can improve.
- Use Feedback for Coaching – Help employees develop the communication, responsiveness, and problem-solving skills that make clients see them as top talent.
- Create Personalized Development Plans – Use real client insights to provide targeted coaching, ensuring each team member improves their client-facing skills.
When firms take this approach, clients begin to trust and value every team member—not just the recognizable stars.
📌 Key Takeaway: Every employee has the potential to be an A-player in the eyes of a client. Equip them with feedback and coaching to get there.
Winning More Work Start with the Right Strategy
The expectation of A-teams on every project is here to stay. Instead of struggling to meet this demand with limited resources, smart firms are:
✔️ Positioning unfamiliar team members as A-players using client feedback
✔️ Investing in developing more employees into top-tier talent
The firms that embrace this approach will continue to win more business, strengthen client relationships, and future-proof their workforce.
Are You Listening to Your Clients?
One in four clients has an unvoiced complaint. Is your firm proactively collecting and acting on client feedback? A structured approach to gathering your clients' perception of your firm could be the key to turning every team member into an A-player.
To learn more read our full Creating A-Teams ebook.
