July 2010

Marketing your CLNC^® business successfully to attorney-prospects and attorney-clients requires that you provide a safety net and build trust. Here are some strategies for achieving both:

1. Make a professional first impression. In doing so, you have begun to construct a safety net for the attorney-prospect, ensuring the attorney that he is making the right decision in hiring you for his medical-related cases.

2. Communicate. Listen carefully to the attorney-client’s needs and demonstrate your understanding of those needs as you proceed through the meeting. Ask questions to clarify specific points. Confirm the attorney-client’s expectations regarding the CLNC^® services you will provide and the schedule for its completion.

Stay in touch. Provide an easy way for the attorney to reach you and notify you of any changes in needs or the case. When you deliver your work product, make it clear that you are available to collaborate on any necessary additions or amendments.

3. Guarantee. This step may seem risky, but think about how much more secure you feel about purchasing when you know you can return a product that fails to meet your expectations. For example, if your report failed to meet your attorney-client’s expectations, wouldn’t you be eager to correct any problems? Then why not offer that guarantee up front, thus satisfying your client’s psychological need for security?

Guaranteeing satisfaction does not mean you would compromise the integrity of your opinion or work product by adding something you know is incorrect or misleading or by making inappropriate changes. Nor does it mean you guarantee your work product will win their case. It means you will make any corrections or additions needed to the research, wording or format to guarantee the client gets value for the dollars invested. You aren’t offering to revise your work product endlessly either. State a specific time period, say two weeks from the date of delivery, during which the guarantee is in effect.

4. Start Small. Before you get to those bigger projects and cases, you may have to build trust step-by-step. Customers generally are more comfortable starting a new relationship on a small scale. When a woman buys a new line of makeup, in addition to being sure the color is right for her, she wants to know if the makeup suits her skin type, contains sun protection and holds up during the day. Likewise, a new attorney-client wants to make sure your product will perform as expected. The attorney wants to know:
• Will your work product meet expectations?
• Will your report be supported by appropriate standards and research?
• How conscientiously will you meet deadlines?

A woman at the makeup counter might start out with a smaller container or trial size of a new product. Similarly, an attorney might suggest beginning with a brief report and ask for a quick turnaround. Recognize this as an important step in building a long-term relationship.

5. Deliver. Actions sell and quality counts. Your attorney-clients often deal with people who talk a good game but who don’t deliver on promises. By turning in a quality product on time, or even ahead of deadline, you reinforce that the attorney has made a wise buying decision and can depend on you for bigger and bigger projects and more medical-related cases.

When you provide a safety net and build trust, hard-sell is never necessary.

• Every time you present yourself with professionalism, you sell.
• Every time you listen intently and affirm the attorney-client’s expectations, you sell.
• Every time you deliver a quality product, you sell.

Every step of the way, you build into your attorney-client relationship a sense of trust and dependability – a safety net.

Beginning with that initial interview and that first small project, you can create a mutually satisfying, long-term business relationship. And a few loyal, lifetime attorney-clients will make your legal nurse consulting business prosper. You won’t need dozens. Soon you will find attorney-clients relying on you, recognizing your CLNC^® and nursing expertise and your ability to make them look good. They will begin to trust that without your help and expertise they could miss significant issues and even lose cases.

Success Is Inside!

A marketing plan without accountability is not much of a plan and is unlikely to get you the attorney-clients you want for your legal nurse consulting business. Accountability is the muscle in your marketing plan. Making a plan without accountable goals is like grabbing for a fistful of rain.

For example, if you set a goal of marketing to five attorney-prospects each week, you could meet that goal without accomplishing any results for your CLNC^® business. While this goal sounds like a good objective, the objective of simply meeting the goal is in no way accountable to you and your CLNC^® business. Instead, you must develop an objective that is accountable to your legal nurse consulting business. That means developing an objective that reaps a result.

Here’s one example of an accountable objective, “I will market to attorneys to obtain one new attorney-client each month.” This results-oriented objective not only propels you to act, but requires you to act until you achieve the desired result. While you’re setting up your accountable objectives, attach a target completion date to each objective and hold yourself accountable for hitting it.

I teach that during the first 30 days of your CLNC^® business the most important thing to do is take action every day to create the habit of acting on your business, but beyond 30 days it’s a mistake to think that just taking action is making progress. The savvy Certified Legal Nurse Consultant knows that when your actions meet accountable objectives you’re truly making progress. Make sure you’re one of the CLNC^® consultants taking action, making progress and not just making plans.

Success Is Inside!

Every Certified Legal Nurse Consultant has experienced the joy of finding a website with the exact material they need for the report they’re working on for their attorney-client. Those same CLNC^® consultants have experienced the frustration of clicking on the bookmark for that webpage and seeing a “page not found” error message. How do you find that webpage once it’s lost in the Internet? Easy, there’s a free service called “iCyte^®” and it does a great job of saving a webpage so you can view it later, even if it’s removed or changed.

Simply visit iCyte.com, register for your free account and get started. It lets you “freeze” a copy of just about any webpage, and then it stores that “page” for you as a “project” on the iCyte system so that you can access that saved “original” page at any later time. You can even compare the past and current versions of the saved pages to see if there are any changes since you last visited.

Here’s the best part for savvy Certified Legal Nurse Consultants. If you’re using the Firefox^® browser, it has an add-on that allows you to highlight text on the page! Also, you can annotate the stored sites you saved as well as tag them and use iCyte’s free-form notes field to write comments about a page.

If you’re working with legal nurse consulting subcontractors, you can “invite” them to join your projects. This allows them to view and comment on them also. It’s an efficient way to review or add to your CLNC^® subcontractors’ citations.

The iCyte service is a great addition to any legal nurse consultant’s useful collection of website tools. Try it today!

Keep on techin’,

Tom

Some people, I’m convinced, have a gene for exploration and discovery. What else could explain why one person spends his life striving to stand on the peak of Mt. Everest while another is happy to sit in a hammock or lounge chair in their backyard?

When I was a young girl, my family couldn’t afford to travel but that didn’t stop me from becoming a world traveler in any possible way I could. I travelled through the eyes of beautiful glossy brochures to many countries. I wrote to every consulate of practically every country I could think of for information. I’d open our mailbox and that’s when the adventure would begin. Through the most amazing photos in those glossy publications I walked the Great Wall of China, trekked the Himalayas and tracked lions, wildebeest and elephants on the Serengeti.

Since then I’ve been blessed to travel the world and visit the Serengeti as well as many, but not yet all, of the other places that were once simple childhood fantasies. My real traveling didn’t start until I started working in the hospital as an RN. A colleague and I often chose our nursing continuing education based on location rather than the educational offerings. Critical care nursing principles suddenly became much more compelling in places like Hawaii, Puerto Rico and London than they ever would have been in Houston. We’d scrimp and save our pennies to make those trips. Later my legal nurse consulting education business took me to 49 states, enjoying the endless bounty and diversity the United States offers along the way. Tom went to most of those states with me, which made the experience all the better. Today our personal adventures have taken us to both polar regions as well as places like Cambodia, Morocco, Patagonia, Bhutan and Tanzania.

Throughout my travels, I’ve visited countries where people enjoy freedom and, sadly, countries where freedom is denied. I’ve visited Communist countries where the “state” discourages regular people from talking to foreigners, countries where children are conscripted against their will into the military and countries where armed rebels roam free. I’ve been to so-called democracies where the governing party enforces its rule through killings, violence and other strong-arm tactics. Some of my favorite trips have been to countries where even the poorest farmers were some of the happiest people I’ve met, simply happy for their mud hut, cattle and the open spaces around them and a life without boundaries (or too many belongings).

Whenever I travel, no matter where I go, what I see or how much fun I have, I am extremely grateful and proud to be a citizen of my beloved United States of America. I’m proud to have the freedom that we so often take for granted and I’m especially glad to hear the U.S. Customs official tell me “welcome home” because I know I am back in the land of the free, and not just the land of big salads and iced tea.

Let’s face it though, freedom for most of us goes way beyond our ability to live where we choose, work a job we select, be able to vote and trust the government not to unjustly imprison or prosecute us. With that in mind, I invite you to join me in celebrating the freedom we all enjoy as Americans and especially as Certified Legal Nurse Consultants.

I’ll get the list started and invite all of you to go ahead and add to it.

Freedom to:

• Say “no” – I was fired once for justifiably saying no. That was one of the best days of my life because it was on that day that I vowed no boss would ever get that chance again. Now I’m the boss and I’m the only one that can fire me.
• Change directions – I’m a Pisces so I thrive on change. I like to navigate all types of waters which I’ve been challenged to do owning my own business. When I do, it’s often my choice and my responsibility – that makes the change so much sweeter.
• Express opinions without fear of recrimination – I was always the nurse at the hospital getting in trouble for saying what every other nurse was thinking (and wouldn’t say at a staff meeting even though they all promised to stand up too). One of my favorite staffers at Vickie Milazzo Institute is just like I was. I call her the “other voice” and value her courage to tell me what I might not want to hear (and sometimes I don’t want to hear it – but I still listen).

Now, it’s your turn to share your stories regarding the CLNC^® freedoms below:

• Live a life of unlimited possibilities –
• Be creative –
• Enjoy confidence and self-respect –
• Define your own happiness –
• Explore passions –
• Spend time with family, or not –
• Dare to believe and achieve –

Success Is Inside!