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:
- 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.
- 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.
- 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.
- 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 evidence-based 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.
- 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 Yours,
P.S. Comment and share how you consciously create a safety net of trust for your attorney-prospects and clients.