attorney clients

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!

Like most women, I’m a sucker for a gift with purchase (GWP) at a makeup counter. I never met a GWP offer I could refuse, so I try to steer clear of the mall when I know they’re being offered. Tom’s been shopping with me so many times that if I forget to ask for my GWP, he’ll often pipe in before we close the transaction with “is there a gift with that?”

I have a great sales rep, Lisa, who I’ve known for a long time. Once, she tried to sell me a new product which I refused. To my surprise, when I got home that very product was in my bag! That’s right, the actual product, not the small sample of it. She’d even tucked in a note telling me she was sure I would love it. I had no choice but to experience it and now I’m a believer. That free gift turned out not to be free at all because I love this product so much I’ll probably be buying it for the rest of my life or its life.

This same marketing strategy works for your legal nurse consulting business too. You should be educating your attorney-clients about every one of the 32 CLNC^® services you offer. If they’re stuck on using the same 3-5 CLNC^® services, gift them, and I don’t just mean a small sample. Go ahead and do that whole set of requests for production, (not just 5 examples of what you are able to do). Remember not to bill them for it, but remember the small note that reminds them that this time it’s a gift. And this is a gift that should bring you a huge return. If you do it well, the attorney will be hooked and expecting it (for your regular fee of course) on the next case and every case thereafter.

I am certain that if Lisa had never given me the product, I would never have tried it. She is smart enough to know that sometimes even a sample is not good enough. I had to fully experience the product to fully appreciate it. One of those tiny two-use samples wouldn’t have converted me like having the full-blown experience.

If you believe strongly in what you have to offer, you’ll find a way to get a CLNC^® GWP into the hands of your attorney-clients. Create and deliver your CLNC^® GWP today. Warning – if your attorney-clients like it too much, you may not have time for your own shopping anymore.

Success Is Inside!

I am at the airport getting ready to leave for Paris with my Starbucks^® coffee in hand. After this long flight, I’ll be ready for that glass of red wine that always accompanies my Parisian breakfast. Click on the video to find out what legal nurse consulting, comprehensive reports for your attorney-clients and Paris have in common.

Success Is Inside!

First off, if you have not yet heard of Facebook, thanks for exiting your cave. I’d like to heartily welcome you to the Internet. I think you’ll like it here.

But seriously, here are some quick stats on Facebook which should be of interest to you as a CLNC^® business owner.

1. There are more than 150 million active Facebook users.
2. The number of active users has doubled in the last year.
3. About 34% of users work as professionals. This includes attorneys, sales people, executives, educators and techies.
4. The fastest growing demographic on Facebook consists of users 25 and older.

Though Facebook started in the student demographic, it’s quickly grown out of it. So, my guess is that at least a few of those 150 million active users (active users spend about 20 minutes a day on the site) are prospective attorney-clients for your legal nurse consulting business. The question is, what do you do about it?

All you have to do is sign up for an account…then start joining relevant Facebook groups to find attorney-clients for your CLNC^® business.

While you are signing up, you’ll have many options to customize and flesh out your CLNC^® profile page. Include as many details about your CLNC^® business as possible…and don’t forget all your business contact information (you want to make it easy for the attorneys to contact you).

Joining Facebook Groups

Joining Facebook Groups is easy. Simply log in to your Facebook account, and on the left tab, you will see a list of applications.

Click Groups, and once you are there, you will see two tabs, one indicating groups recently joined by your friends and the other indicating your recently updated groups.

Browse the groups and you will find more than a thousand groups available.

There is no limit to the number of groups that you can join. The more groups you join, the bigger your social network becomes.

While browsing through the groups, you can find the name of the group, its population, its type or category, the latest number of new members, the latest number of members who left the group and any updates to the group.

Even though you can offer your CLNC^® services across the country, let’s start by narrowing your focus to find local attorneys. All you need to do to find local groups is to click the Search for Groups box, enter your city (or state, if you are in a small town) and the word attorney or lawyer. Hit Enter and Facebook will give you a list of local Facebook groups for attorneys.

If you see a group name that looks interesting, view the group and read the information about it. If you feel you want to join the group, look for the Join This Group button. You automatically become a member of the group if it is a public group. If it is a private group, you’ll have to wait to be approved by the group’s admin.

Join as many groups as you can that are relevant to your quest to find more attorney-clients for your CLNC^® business.

Once you become a member of a group, you have the option to upload photos and videos for the group, write on The Wall and join discussions in the discussion board or perhaps start your own topic. Joining these different Facebook groups is not only fun but it expands your network, giving you more opportunities to market your expertise.

After you join a group, you should post a comment on their wall. Do not…I repeat…DO NOT promote yourself at this time. Simply compliment their group and thank them for creating it. Then invite the group’s admin to be your Friend.

Try to interact with others in the group by participating in the conversation on The Wall, commenting on pictures/videos and joining discussions in the discussion board. Once you interact with another member, feel free to invite them to become your Friend. When someone makes an interesting post, send that person a “Friend invitation” mentioning that you enjoyed what they had to say on the topic.

As a member of a group, you can see a list of all the group’s members. You can also send Friend invitations to people who haven’t participated, just as you did with the people who have participated. These connections won’t be as powerful as ones with people you’ve had a dialogue with, but they’ll still be your target market.

Once you have a few key people in the group as Friends, feel free to start adding a promotion to their wall every now and then.

A Word of Caution

Don’t get too gung ho about inviting every attorney you can find in your area to join your group on day one.

Facebook has a limit of how many new invitations you can send in a given day or week. The exact number isn’t posted anywhere, but if you exceed this amount you can get a warning and could get cut off from Facebook. If you stick to no more than twenty invitations a day you should be safe.

When you are sending invitations, don’t copy and paste a standard message. This can lead to a warning from Facebook. Be sure to customize each invitation you send.

Don’t Just Limit Yourself to Connecting with Attorneys

Connect with your high school, college and nursing friends also. You never know where you’ll find an attorney-prospect. I got three clients off Facebook from old high school friends…without even trying.

I think you’ll have fun with it also!

Guest Blogger Profile

Brian Horn is an Internet marketing consultant who specializes in search engine marketing, site optimization, social media marketing, link building and web data analytics. Brian has consulted with Vickie Milazzo Institute for over three years.

Brian also speaks at seminars and conferences throughout the U.S. and Canada on how to use the Internet to improve business.

A lot is being said now about the newest form of laptops – the netbook. Laptops were originally designed to be semi-lightweight, portable computers that a legal nurse consultant could easily carry from home to the medical library, to work, to wherever. Soon form was forgotten and notebooks became larger, more powerful and screens became wider. Before long, laptops were “desktop” replacements and almost as heavy to carry.

My old Compaq laptop had such a small form factor that I could easily open it on an airplane and work even if the hospital administrator slacker in front of me decided to crank his seat all the way back and sleep on the flight from Poughkeepsie to Sioux City. My new Dell hardly fits on the seat tray and Vickie has to belt my elbows to my waistline before I can type. Sure I’m envious of your Apple^® MacBook^®, but I can’t wait to see you try and open it up while seated next to me in steerage.

Netbooks and mini-notebooks are the backlash. These are tiny laptops usually weighing under three pounds with 10-inch screens, Windows^® XP and Microsoft^® Works (Linux and OpenOffice, if you’re daring), a relatively small hard drive, 80 GB or so, or a 40GB SSD (solid state drive), 1GB of RAM and a 1.6-GHz Intel Atom processor. They are priced at just over $400. That sounds like a pretty good deal – but is it? Sure, it is a computer but they’re not designed to be used by a hard-working, multi-tasking Certified Legal Nurse Consultant. These are designed with one purpose in mind – portability.

They’re great if all you want to do is surf the web. You can do research for your legal nurse consulting business, stay in touch with your attorney-clients via email and maybe do a little word processing (such as drafting that report at the library or taking notes while interviewing a potential plaintiff). Do not, however, expect much performance from one of these. They’re better than trying to surf the Internet on a smart phone, but don’t try to edit photos, include graphics in a report or render a report into a PDF. Netbooks generally do those tasks – but you’ll spend a long time watching the onscreen hourglass. And, if you’ve got big hands or thick fingers, the tiny keyboard will make you crazy. You may also need to consider an external CD/DVD drive if you plan on installing software other than what’s preinstalled.

But, you can tuck the netbook in a backpack or purse and travel fast and loose. We have an old Fujitsu P-series Lifebook (yeah – it’s old and slow) that’s about the same size and weight as a netbook that we carry on vacation. With my Verizon Wireless Internet card or the hotel’s wireless, it keeps me on the Web, in the know and weighs a little over three pounds (and it’s paid for).

If you’re considering a netbook purchase, here’s some basic specs:

• Windows^® XP.
• 80-120 GB hard drive (not solid state) running at 5,400 rpm or higher.
• 1-1.5 GB of RAM.
• Largest keyboard supplied by that maker (92% is great!)
• Built in Wi-Fi card (802.11b/g) and an 10/100 Fast Ethernet jack.
• 6-cell battery, if you’ll be traveling or using your netbook away from your office.
• Built-in speakers.
• VGA-out so you can plug in an external monitor at home.
• Two or more USB inputs/jacks (one for your USB hub at home).
• Microsoft^® Works with the Office 2007 Compatibility Pack.
• Norton or MacAfee Internet security software.

If you have money for just one computer this year – buy yourself a full-fledged notebook as a desktop replacement and skip the netbook. Then get yourself a dock and all the other stuff discussed in my earlier Tuesday Tech Tip Extend Yourself with a Hub, published December 23, 2008. You’ll have a better experience and get more out of it.

If you have the money and the need to buy yourself a $400 convenience – consider a netbook. It’s a convenience you won’t regret.

Keep on techin’,

Tom

Dreams, like angels, can lift us up high above the world, taking us away from the daily grind. And that’s exactly what New Year’s resolutions are designed to help us do – lift us off the ground and guide us to a dream or goal.

But how often do you hear people say, “I gave up on resolutions years ago,” or “The last time I made a New Year’s resolution was when I was in 8th grade,” or “2 weeks into the New Year, those resolutions are blurrier than my thinking after that New Year’s hangover.” I’ve said all three. How about you?

Even without resolutions, we still have dreams. And oh how those dreams lift us up – for a while, until we let them get rusty with no intention and no action behind them. Those same dreams that once lifted us up now show up as failures, and make us so miserable that we’d welcome a strong New Year’s Day hangover as a relief.

Now, I confess I’m not much into resolutions. I’m not much into hangovers either. What I am into is making promises to my dreams – the promise to go for them all the way without any guarantee of success. So instead of making New Year’s resolutions, I make promises that are important enough and smart enough to keep (or break) all year long.

Make just one promise a year and you’re a different person that year and the next and the next. All you have to do is start with just one.

Take a moment to answer these five questions:

• If I earn 25% more income as a Certified Legal Nurse Consultant how would that change my life?
• If I gained 5 hours a week for myself, how would that change my life?
• How do I want to show up in 2009?
• Where do I see my CLNC^® business next year?
• What do my attorney-clients look like in 3 years?

Or, you can ask your own questions that will fulfill your dreams, personal or professional. Writing them down is important.

Next, choose the question that you are most intuitively drawn to. Don’t analyze why you’re drawn to it. Just trust that you are and write an answer to your question. Now create one promise related to the question and the answer you chose. This question and its promise is calling you for a reason – give it a chance.

Finally, create a checklist of measurable, attainable actions you will take to live your promise for 2009 and start with the first one. Check in once a week with both your dreams (which can change) and your promise checklist to assess how you are doing. Keeping your promises will bring you close enough to your dreams to keep them lifted up. Give your dreams wings to fly and they’ll carry you to new heights – personally and professionally.

Honor yourself in 2009 by making and keeping the promises that are worthy of you and your dreams.

Here’s to keeping your dreams lifted up high in 2009.

Success Is Inside!