by: Travis Greenlee,
Master Business Design and Development Consultant
President, Today's Leadership Coaching
travis@yourpracticemadeperfect.com
As you are probably well aware, your
profession is evolving more rapidly than ever before. Competition,
technology and consumerism are taking huge bites out of our business
possibilities.
We're working harder, feeling more
stressed, yet not seeing the results we want. The old answers to building
and sustaining our businesses don't seem to be working any more.
Whether we like it or not, it's time to take action and re-engineer our
businesses - or risk our futures.
With this in mind, I'd like to share
5 battle- tested strategies that will create
irresistible demand for your services, guaranteed!
1. The primary
objective of your business is MARKETING of your professional services, as
well as, the delivering of your services. Most attorneys have
it backwards.
You see, the challenge is that most of us
have been taught that simply because we deliver excellent service and
provide enormous value, clients will automatically knock our doors down.
The key
to building a long term, solid practice is the quality and consistency of
your marketing much more than the actual delivery of your
services. As Michael Gerber states in the E- myth Revisited, working on your business is much
more important than working in your business.
2. Become
a "positioner" not a prospector. A positioner is
someone who builds his/her reputation such that prospects come to them,
they command respect. Positioners pick and choose clients, whereas
prospectors hustle and struggle to get clients. Become a positioner and
share your valuable knowledge, expertise, and
education with prospects, as a result you will be viewed as
the "go to" person.
3. Use an education-based marketing approach to attract new clients.
This is the process used by industry leading service professionals to
attract and enroll highly qualified prospects by giving them what they
want, not by selling or promoting. Selling
based marketing is out, it's old school.
Think about it, the problem is that
prospects go out of their way to avoid you, they even become defensive.
How does that make you feel? The key is to look for opportunities to create and give your
information away, which in turn will position you as the expert.
As a result, you will create a powerful magnet to pull clients to you.
4. Design,
create, sell and give away information products to generate leads.
Many highly successful attorneys are avid writers and producers of
information products. The benefits of creating your own info products are
many: beginning with creating passive revenue, allowing you to enjoy more
time, freedom, and increased bandwidth to make a l@rger impact in the
world.
In terms of positioning, creating an info
product will attract highly qualified prospects who view you as an expert
in your field, and as a result, will pay top dollar to work with you.
5. Become
a specialist, not a generalist. This is a big one. Highly
succe'ssful attorneys are specialists at one thing. When people think of
that one thing, the specialist comes to mind. Prospects who want that one thing will pay top dollar
and are attracted to you, as a specialist, like a magnet.
I'm sure you've heard how vitally
important it is to identify and define
your target market. I can't overemphasize the importance of
this. Without having a crystal clear idea of who you are, in terms of
your strengths, gifts, talents, and experiences and who you will support
based on your attributes, you are literally shooting yourself in the
foot.
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