networking

One of the marketing strategies I teach in the CLNC^® Certification Program is to network with everyone who comes within three feet of you. In this quick video, Catherine Cass, RN, CLNC shares how she used this marketing strategy right out of the Core Curriculum for Legal Nurse Consulting^® textbook to land a lucrative testifying expert position – even before she’d left the CLNC^® 6-Day Certification Seminar in Las Vegas.

It doesn’t get any better than this.

Success Is Inside!

Thanks to all the CLNC® consultants who attended the 2011 National Alliance of Certified Legal Nurse Consultants Conference Cruise. I so loved hearing how much you learned from our speakers and seeing you networking with fellow CLNC® pirates. It was a blast partying with you and spending a week together. I loved hearing your CLNC® Success Stories and am so energized by them.

Here are a few tips to keep you going on the path to your goals:

1. Reconnect with your attorney-clients by sending a note to let them know you’ve attended the NACLNC^® Conference for additional education and to renew your CLNC^® Certification. Remind them that this is your way to better serve them and their clients.
2. Send a news release to your community newspaper announcing your completion of this advanced Certified Legal Nurse Consultant training and renewal of your CLNC^® Certification.
3. Continue your success: mark your calendar and sign up now for the
   2013 NACLNC^® Conference where you can join us for a 7-Day Weekend March 2-9, 2013 sailing the Western Caribbean.

Enjoy the NACLNC^® Conference photo gallery and the video of the CLNC^® cheerleading contest (each group had five minutes to create, choreograph and practice their cheer).

Thanks for helping to make the NACLNC^® Conference the amazing event that it was. I’ll see you in 2013 aboard the Oasis of the Seas for the next NACLNC^® Conference. Can’t wait to cruise the rest of the Caribbean with you.

Success Is Inside!

Thanks to all the CLNC® consultants who attended the 2010 National Alliance of Certified Legal Nurse Consultants Conference in Nashville. I so loved hearing how much you learned from our speakers and keynote speaker, Genevieve Bos, editor of Pink magazine and seeing all you gained networking with your CLNC® peers. It was a blast partying with you and Captain “Tom” Sparrow on the river dinner cruise. But my favorite part was getting to talk with so many of you. I love hearing your CLNC® Success Stories and am so energized by them.

Vickie and Genevieve Bos

Enjoy the NACLNC^® Conference photo gallery and the memories it will bring as you Take the Stage for Legendary CLNC^® Success.

Thanks for helping to make the NACLNC^® Conference the amazing event that it was. I’ll see you next year at the 2011 NACLNC^® Conference. Can’t wait to cruise the Eastern Caribbean with you.

Success Is Inside!

Have you ever attended a social event or a networking function where you knew no one? Were you “out there,” introducing yourself and getting acquainted? Or were you a “wallflower” stuck like ivy against the wall in need of a bolder soul to drag you into the crowd?

Tom and I just got back from an event where we didn’t know anyone, except for the hostess. But there were definitely plenty of people worth knowing. At first, we kept ourselves stuck behind the protection of good food, good wine and the good company of each other. But let’s face it, we could have stayed in the comfort of our own home and enjoyed that without venturing to downtown Houston on a rainy night.

Simultaneously we looked at each other and knew it was time to move out from our protective shell and start meeting people. We couldn’t wait for people to come to us. We started with people who were standing alone and then moved on to groups large and small. Small talk was easy. We’d ask a person what they thought of whatever they were eating and then it was easy to move the conversation to what they did, their connection to the hostess, etc. We met some very interesting people (bankers, local television broadcasters, people who worked for Houston’s Metro, women entrepreneurs and a few attorneys too) and when it was time to leave we left satisfied that we not only enjoyed the event but made the most of it.

Believe it or not, boldly introducing myself doesn’t always come naturally. But I keep in mind that contrary to the Cinderella stories that occasionally make the news, most wallflowers never get “discovered.” Had Cinderella arrived at the ball on foot and wearing her sooty rags, it’s unlikely the prince would have given her a second look. Instead, six white horses delivered her to the castle in a golden carriage. She made a grand entrance in her ritzy new ball gown and spectacular slippers. However, if like me, you don’t have a golden carriage or white horses at your disposal, you’ll need to find other ways to make that good impression and avoid being a wallflower.

To raise your Certified Legal Nurse Consultant business to the next level, don’t waste a single networking opportunity being a wallflower. Your legal nurse consulting business will grow in direct proportion to the impact you make wherever you go but you’ll have to be the one to make that impact.

Try and talk with everyone and introduce yourself with a firm handshake. Remember, just about everyone at any event you attend will know an attorney or someone who knows an attorney. If you’re not sure what to say, always ask the person something about themselves. Most people leap on that topic. You can also ask how they are enjoying themselves. I have found these questions to be the easiest ways to get a conversation started.

Try using these tips the next time you find yourself at an event with a bunch of strangers and you won’t need your ritzy ball gown or even spectacular glass slippers but you might be able to eventually afford a golden carriage or other transportation of your dreams.

Success Is Inside!

Nurses often say, “You must have known quite a few attorneys when you started,” suggesting that the adage, “It’s not what you know, it’s who you know” is the guaranteed path to launching a successful business as a Certified Legal Nurse Consultant.

Actually, I didn’t know any attorneys when I got started! I didn’t live in their neighborhoods or get invited to their parties. When I decided to become a legal nurse consultant I didn’t even think I knew anyone who knew an attorney. That false-ism, “It’s not what you know it’s who you know,” is a leftover from the 1980s, when “networking” was the buzzword among out-of-work professionals vying for consulting or other business. They gathered at events to eat, drink, pass out business cards and ask for referrals. Sometimes it resulted in new business and sometimes it was just an excuse to drink.

While referral and word-of-mouth promotion are still the strongest and the most cost-effective ways of building an attorney-client base, networking only works for you when you are selective. Unless you’re selective, networking events become nothing more than a waste of your time, i.e. networking is NOT working.

As Dale Barnes, a Certified Legal Nurse Consultant, shared, “The worst advice I followed had to do with a networking group. I think networking groups are wonderful and can be effective, but it has to be the right one. I had a friend who belonged to a group and received a lot of business because of this group, so I joined too. I found that there were manicurists, massage therapists, hairdressers, network marketing people, construction company owners, electricians, etc. in this group. There were no attorneys and no one seemed to know any attorneys. I stuck with it for a year. I was able to find some good resources for my own personal use, but it never helped grow my CLNC^® business and was a waste of time and money. I later joined a high-powered business networking group for attorneys, CPAs, bankers, upper management and administrative people. My CLNC^® business did grow due to this connection. I wish I had not wasted that first year. It pays to really check out the makeup of a group and its main focus prior to joining.”

That one year Dale spent in the wrong networking group is an example of where networking was not working – at least as a Certified Legal Nurse Consultant. She wisely sought out and found the appropriate group to network with.

Networking is often overrated. I’ve seen people spend countless hours in meaningless conversation with people they really don’t want to spend time with while trying to build a business. The best way to find attorneys through networking is to spend time with potential attorney-prospects or people closely related to them. Your prospects are attorneys, so if you want to hang somewhere, hang out at the courthouse. Target your networking to where it will make the most impact.

Be cautious also with established networking groups, such as associations, and with how much power you give them over your success. Sometimes when you’re within a network, and your ideas don’t align with that network, people can try to persuade you to their side and it can often be the “dark side.” I often wonder what people expect when they join a closed-minded organization. Do they expect members to share business (Sure, I’ve been working with Bob Smith but you can cut me out)? Or even worse, the network will try to eliminate you or blackball you in your industry because of your ideas or stance.

Your own ideas, your own career plan, your own business model have to be strong enough to stand alone, without network support. That’s the entrepreneurial secret that has helped to build this country and that I’ve used to build my business.

After pioneering the industry of legal nurse consulting, I took a grand departure from what others believed our industry needed. I believed we needed a standardized certification program. They disagreed. So what did I do? I ticked some people off by creating what became the first and most widely recognized certification for legal nurse consultants and the largest association for legal nurse consultants – the National Alliance for Certified Legal Nurse Consultants (NACLNC^®).

In short, the less approval is important to you, the freer you are to succeed. Don’t let association groupthink dictate what is acceptable or appropriate for your future. Taking a grand departure from conventional wisdom can take you places no other has dared to go before. Something else to remember is that when someone’s status quo is threatened they’ll react with fear and do what they can to discourage you and put down your ideas. This especially includes new group members who want their own piece of the pie.

Networks are often an incestuous “go along” type of situation and when it comes to career building, striving to “go along to get along” is not necessarily a formula for success. Did Madonna “go along” to skyrocket her career? Does Donald Trump “go along” with anybody? Is Richard Branson “going along” as he promotes one crazy, successful venture after another?

As I started to achieve success, I began to realize that my position would be stronger if I didn’t rely on an outside network to advance my company but instead built a strong company of free thinkers. I believe in inviting my staff to disagree with me and they are quite vocal and quite comfortable (sometimes too comfortable) doing so. My ideas often get shot down. We are a stronger company for that.

You have to be willing to take a stand. Audaciously successful people often stand contrary to what the world believes is right and proper, and they don’t care if their ideas upset people. Of course your goal is not to upset people but to express your ideas and opinions, uncensored, in your truest voice.

Neutrality is a death sentence. You’ll never please everybody, so don’t kill your nursing career – and your earning potential – by trying. As we say in Texas, “There’s nothing in the middle of the road except yellow stripes and dead armadillos.” You don’t want to be either.

Dramatic success comes from taking a stance, even if it’s contrary to the experts or to the self-proclaimed experts. It’s your nursing career and to make the most of it, you need to be willing to stir things up, stand out and maybe tick off a few people. Let other nurses “go along” and have their middle-of-the-road successes. But, don’t let one of those “other” nurses be you.

Success Is Inside!

Referral is my favorite marketing strategy, not just because it’s free, but because it works more effectively than any other marketing strategy I’ve ever used.

When I started my legal nurse consulting business in 1982, my hospital salary was $28,000 and I had a mortgage to pay, so with only $100 in my bank account, I didn’t have a lot of marketing dollars.

Networking led me to my first attorney-client, and referral business from that attorney and subsequent attorney-clients was the marketing strategy I used to grow a multi-million dollar business. Referral, however, is not a gift. Referral business is something you have to earn.

It is the result of providing excellent work product and excellent service. It is the most powerful and most inexpensive marketing strategy you can implement. Attorneys trust the opinions of other attorneys.

Put these referral strategies into action:

• Ask every attorney-client for referrals. Be specific and ask for the names of attorneys they know who handle medical-related cases.
• Request letters of recommendation from your attorney-clients to include in your promotional package. The attorney might even request that you write the letter for his signature, or you can suggest this possibility if you know the attorney is extremely busy. If you do write the letter of recommendation, interview the attorney to capture his glowing comments and have the attorney sign an original document so you can produce copies.
• Take your attorney-clients to lunch and ask for referrals.
• Invite an attorney-client and three to five of his peers to an event.

Ask for referrals when the timing is right, i.e., when the attorney is raving about your work product. Assure your attorney-client of your commitment to future cases. Request names, not just future referrals. Express appreciation for referrals through thank-you cards, lunch or a free case screening.

Follow through on the names provided and contact each referred attorney. When you follow up, mention specifically what the referring attorney suggested you could help the attorney-prospect with – defending or prosecuting a products liability case, for example. Invoke the referring attorney’s name every opportunity you get. Use information learned about the attorney-prospect in all communications.

Focus on setting up an interview with the attorney to educate him about the benefits you offer. Always try to get your foot in the door. The odds of going home with a case in hand are much stronger if you see the attorney-prospect in person. Never try to sell yourself over the telephone – an interview is your goal.

Systemize the referral process and soon you’ll be begging your attorney-clients to keep your name to themselves.

Success Is Inside!

Entrepreneurs are using the newest Internet trend to meet and collaborate with colleagues worldwide. Professional social networks such as LinkedIn, Plaxo, Twitter and Facebook, can provide legal nurse consultants another way to promote and expand their CLNC^® business.

Social media marketing is the systematic approach to using social networks and other “Web 2.0″ and “Web 3.0″ technologies as a part of an all inclusive marketing plan.

Step One: Define your goals, then match the network tool to your goal.

Goals vary from business-to-business and professional-to-professional, but the identification of goals is key to determining what characteristics are needed in a social network.

Step Two: Set boundaries and budgets that govern the efforts expended in social networking.

Most professional social networks offer a free, and one or more “premium,” membership. In most or all of those with “premium” memberships, it is possible to “earn” free premium upgrades by recruiting new members to the network platform. With these incentives, it is only necessary to spend money on professional social network membership if a specific paid premium membership function or service is needed to achieve the goals set in Step One. This does not mean that social networking is free. Most successful business social networkers agree that success requires a minimum of 40 hours per month spent building the network and communicating with network members and online contacts.

The biggest area of budget bloat for online networking is time. Time has a definite value in real dollars and time spent on social media marketing must provide a real and measurable return on investment.

It is all too easy to spend endless hours enjoying the many “features” of social networking sites. Whether answering posted questions and earning the tag “Expert” or racking up endorsements and testimonials, every minute spent online must have a purpose, must contribute to achieving your legal nurse consulting goals and must provide a return.

Step Three: Begin networking.

Once your goals, budgets and boundaries are set, it is time to begin networking. Whether online or in person, the most important tool of the social networker is dialogue. Online networking must include direct and individual communications with every member of the network.

Every time a new member joins your network, that new contact must receive a personalized email welcoming them to the network. This mandates that the new contact’s network profile be read and the contact’s interests be made the focus of the email.

The process of customizing the welcome to the new contact has a side benefit to the business because it forces the business to define its relevance to an ever expanding and ever deepening market demographic described by the online social network.

Step Four: Communicate and connect, don’t just collect.

The object of the entire social media marketing effort is to build a network with a personal bond and the ability to refer paying customers or become a paying customer. This means the network members must become raving fans even before they make a buy or referral.

Those who have been networking in real life for years know this is much harder than turning a satisfied customer into a raving fan. Unlike in-person networking, online networking limits the level of interpersonal exchange and thus “likability.”

A social network makes the transition to raving fans because of the personality of the network leader. Use the regular communication with network members as a “personality conduit.”

Step Five: Attract like-minded people, then lead them.

The key to becoming a leader in a market niche is to become a gathering point for other online professionals and their respective networks. All professional social networking websites have the ability to create clubs, or groups, or collectives. By volunteering to create and manage such a group, the leader becomes the point of convergence for everyone interested in the topic.

Step Six: Make it real in real life.

Depending on the local culture and networking traditions as well as the subculture of the online network, a traditional “dinner and drinks” networking event may be in order, but a “picnic in the park” or a “burgers and baseball” format may be more appropriate. The key is not the surroundings, but the opportunity for people who have built an online, but nonetheless real relationship, to put a handshake, or a hug, to the profile and prose.

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.