first impression

Purchasing any service or product is an emotional event. A customer buys not primarily to own the item or have the service, but to meet emotional needs: to seek comfort, reduce stress, fulfill social needs, achieve something significant, change status or lifestyle or even invest in the future.

Your attorney-prospects are no different from any other retail shopper. For example, a woman shopping for lipstick at a makeup counter is satisfying the emotional need to feel good, look pretty or just indulge herself after a hard week at her job. When attorneys purchase your CLNC^® services, they are satisfying emotional needs that are high-stake such as:

• Properly representing their client,
• Winning the case,
• Attaining partnership status,
• Garnering referral business from other attorneys,
• Maintaining their comfortable lifestyle, and
• Fulfilling a deep desire to be a winner, not a loser.

They need to believe and validate that they are making a wise choice when they hire you. Your attorney-prospect is shopping and shopping is legal.

Understanding that successful attorneys use emotion in buying decisions just like the rest of us gives you an edge in marketing to them. Credentials and qualifications are nice, but that’s not why attorneys buy. What does sell is getting the attorney-prospect to connect emotionally with how your nursing experience and credentials will make a difference in his medical-related cases.

So how do you get the attorney to shop ’til he drops on your next interview? By tapping into the five senses.

1. Sight. First impressions are everything. As much as 55% of a decision is made before either person says a word. Fair or not, people size you up and form an impression of you within seconds of meeting you. We all do this. Remember that blind date you had years ago? You knew instantly, and before words were exchanged, whether you would have a good time or even go out again.

Are you neat or sloppy? Do you stand tall or slouch? Are you carrying an organizer or a handful of loose papers?

Before you go on any interview, take the time to check out your physical appearance. Dress professionally and conservatively. Pay attention to details – trim your nails, polish your shoes, and buy one powerful business outfit. Then stand tall and walk with confidence.

Pay equal attention to the appearance of your promotional package. A sloppy or amateur promotional package suggests that you are an amateur legal nurse consultant who will submit a poor quality work product. Use the promotional package developed by the Institute or hire a professional designer and copywriter. Your promotional package must look as good as you do.

2. Sound. Another 38% of a first impression comes from how we speak. When we’re nervous, we naturally tighten up and our voices turn squeaky. We talk too fast, stumble over our words or forget entirely what we intended to say.

Have a written checklist of points you want to make. Rehearse these main points well in advance of the interview. Read them again shortly before you enter the meeting. Then relax and concentrate on listening to the attorney. Taking your mind off yourself to pay attention to what the attorney is saying will help you relax. Focus on the attorney, not your state of discomfort and you will conduct a much stronger interview.

3. Taste. How do you respond when a prospect offers you coffee, tea or a soft drink? If the attorney is having something, I recommend you have something too. People associate positive feelings and emotions with their favorite drink, so go ahead and have the same drink unless it’s just not palatable to you. For example, a cup of hot tea symbolizes both relaxation and renewed energy to me. While accepting a drink may seem like you are imposing, it will not only relax you, but will also create an immediate bond between you and the attorney-prospect.

4. Smell. Avoid heavy perfumes and colognes. A scent you find delightful might turn another person’s stomach. Any heavily applied scent will be distracting. Usually, the best choice is to avoid perfume and cologne altogether.

5. Touch. Offer a firm handshake. Once you’ve finished with the introductions, confidently place your promotional package and sample work product in the attorney-prospect’s hands. Like trying on a lipstick color, sampling any product makes the buying decision easier. When the attorney touches your business card, introductory letter, brochure and sample work product, he sees and feels the professional quality you deliver.

One of the biggest mistakes I see beginning legal nurse consultants make is neglecting to put together hypothetical report samples. With your sample in the attorney’s hands, that attorney holds a report similar in size, weight, texture and content to the reports he needs and you can provide to help win cases.

The ability to give your attorney-prospect this hands-on, multi-sensory experience of your work product is the advantage of one-on-one selling. A smart CLNC^® consultant takes every opportunity to capitalize on this advantage to help the attorney-prospect make a positive decision.

Yes, shopping is legal, but make your next interview more than a shopping experience. Make it an emotional confirmation of the attorney’s need for your CLNC^® services and validate that you are an investment in the attorney’s legal practice. If you succeed in doing so, the attorney will shop ’til he drops with you and smile while he does so.

Shopping anyone?

Success Is Inside!

I just got home from the Great Christmas Migration of 2008. Tom and I are bicoastal. His family is in Pennsylvania and mine is in San Diego. Both demand our presence (and presents) at Christmas. This gives us plenty of chances to enjoy the fun of air travel and to meet interesting and helpful people along the way. This year instead of emulating the executives from the auto industry we decided to forgo taking the VMI company jet (Southwest, in our case), and instead flew our various journeys on a mainstream airline.

Christmas and the holidays are supposed to be the merriest time of year – so why is airline customer service the gloomiest? It starts with the smiling (not) faces at the airport check-in. The check-in staff is the frontline of the airline. They’re the first impression you get of the service you’re about to receive (or not). I’m sure that everyone has some part of their job they don’t like, but excuse me, sir, your job is to help me check in, tag my bags for the right airport, get them on the belt and tell me my gate number. If you don’t like that portion of your job, rotate to something else. Don’t make a face because my bag looks heavy or because I have two of them. Yes, I know you’re going to charge me to check them, but you don’t have to be so stern about it. I’m a customer not a prisoner (at least not until I board).

I think that being a nurse makes it difficult to sympathize with someone who’s upset about the fact that you asked for a second 4-ounce glass of lukewarm water. Look at what nurses do every day – change catheters, clean suppurating wounds and get sprayed by bodily fluids we shouldn’t discuss in mixed company (but still do). Some flight attendants really make me want to take their blood or at least stick them with an oversized needle. I feel like saying “Look lady, I asked you for a napkin – not to wipe my ass. Don’t act like you’re doing me a favor after taking 20 minutes to bring it. Yes, I know there are other passengers onboard, but right now you’re standing in the back of the plane kvetching about your upcoming layover in Poughkeepsie.”

It’s not just airlines that have bad service. Retail sales are down everywhere you go. ‘Blame the economy,’ you may say. If these retail employees keep it up, there won’t be any retail economy. I don’t know about you but I’m sick and tired of trying to give my hard-earned money to the lethargic, tattooed, multi-pierced cashier who’s on her cell phone. Or, the two salespeople talking to each other who act put out when you ask one of them to look in the back for a size 4. Try getting away with that type of behavior as a nurse. Can you imagine a patient saying, “Excuse me ma’am, I’m truly sorry to bother you, but I’m in desperate need of defibrillation. Would you please stop chatting about your ex and shock me back to life?”

In contrast, here I am at the Mecca of customer service – the Apple store on 5^th Avenue in New York City. Like an airline, this store is open 24 hours a day and there’s usually a line to get inside. Unlike an airline, people wait patiently, even expectantly, because they know that once they get inside, the experience will be extraordinary. When’s the last time you heard someone say their flight or shopping experience was extraordinary unless they were talking about the extraordinary prices?

Apple sets the highest bar for customer service (plus the store is mad cool inside). Sales staff help you with your purchase and stay with you until you’re done shopping. They accompany you to the checkout line or point out one of the roaming check-out staffers who comes conveniently equipped with a wireless credit card machine. You walk up to any one with your purchase, joyfully swipe your credit card and get on your way without a hassle. My receipt is emailed to my BlackBerry^® before I’m out the door!

Even if you don’t buy anything, staffers will patiently answer any question about all the cool stuff on display (and you get to play with it as long as you want). You can even make an appointment to bring in your computer, iPod or iPhone that you already paid for to get whatever service or training you need, including how to turn it on. The entire experience is exhilarating from the time you walk in until you leave. It makes me want to turn my whole office into Mac users. (Just kidding, Tom.)

I live by my rule, “do what’s right, not what’s easy.” A legal nurse consultant was complaining to me about something her attorney-client wanted her to research. He was off-base but demanding about it. She got angry with him and it may have cost her the relationship. I wanted to support her, but I couldn’t agree with her and said, “Remember, the attorney-client isn’t always right, but he’s still the attorney-client. Just be grateful he didn’t ask you to wipe his butt. If he’s paying you to do a job, it’s your job to do it and your duty to do it with a smile on your face (if not in your soul).”

Certified Legal Nurse Consultants exist because of our customers, attorneys. Aim to be more like an Apple store than a lemon airline.

Success Is Inside!

I just hung up from mentoring a new Certified Legal Nurse Consultant regarding a med-surg case. After listening to her ramble aimlessly about the case for three minutes, I politely stopped her and said, “I would really like to help you solve your issue, but would you please describe the issue?” After a few more attempts at rambling and a lot more nudging by me to keep her focused, she finally got to the heart of the matter, and we dealt with it easily and swiftly.

As we were about to wrap up, she confessed that she still found it uncomfortable and often unsuccessful to talk to attorneys about her legal nurse consulting role. I immediately realized the source of her problem. I had just lived it! It was her rambling method of communication.

Those of you who know me, know that I tell it like it is. I firmly but nicely shared that I had a direct insight into her communication challenge just from our brief conversation. Attorneys are crazy busy. They’re working for a living. They’re not like patients who lay around in bed with lots of time to spare waiting for the next visit from their favorite nurse, happy for any company other than a bad reality show.

When you are talking to an attorney, you have to focus, focus and focus some more. You cannot go into an interview or meeting with an attorney being unprepared or misdirected. Once you lose the attorney, you lose the opportunity. There’s no place like an attorney’s office to prove the truth of the old saying, “You never get a second chance to make a first impression.”

The fastest way to lose the attorney is to appear unprepared. Practice your presentation before you give it. Try it on a spouse – if you can keep their attention, you’ll probably be able to keep an attorney’s.

Preparation and focus are the keys to successfully communicating and to feeling comfortable about any communication you are about to engage in.

And remember, if you can say it in five words/minutes, try doing it in three words/minutes instead.

Success Is Inside!