How do HH differentiate themselves to PE firms?

As the title states - how do HH differentiate themselves to clients, i.e. PE firms? 

The top 5-6 HHs (CPI, Amity, etc.) largely have access to the same pool of banking/consulting candidates, at least in the US. So, how do HH firms stand out when trying to win a mandate from a PE firm? That is, assuming they don't already have a relationship with them.

I assume HHs are competing against each other based on price/cost of retainer/placement? Any other factors that make these top HH firms stand out?

I'm probably missing something here, so please help me out.  

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