Mar 10
28
Part 3- Three Building Blocks of a Remarkable Practice.
This is the final installment of a three-part series to help Legal Nurse Consultants build their own remarkable practices. Over the last two weeks I have shown you essential elements of a strong foundation for your private LNC practice. This week will focus on the final element: The Target.
Understanding your target market is crucial to the success of your LNC Practice. However, it is all too often over exaggerated. I often hear stories from the Legal Nurse Consulting Practice frontlines of LNCs who make a brochure or introduction letter and then mass mail that letter to every attorney in their area and wait for the calls to flow in. Disappointed at the lack of response, they often mail out more or a free consultation offer. While on their face, both of these traditional marketing methods are viable, I submit that they are just ill-timed and unfocused.
I have come to believe that in this industry niche marketing is the key to success.
The “shot gun” method of marketing described above will work. It’s a marketing concept based on the numbers game. I have a friend who dates women this way. He believes that it’s all in the numbers. If he keeps asking out women, regardless of the amount of rejections, eventually one of those women will say yes. This is classic Salesmanship 101. Salesmen determine a certain number of sales calls to make each day and make them. Eventually someone will buy. In the case of your Legal Nurse Consulting practice this method is probably the least efficient, most costly and most frustrating, Like shooting darts at a target, if you do not aim before you shoot, most if the darts will not hit the target and just fall to the floor.
EVERY LNC should know who her/his ideal client is and how they buy. I spend quite a bit of time on this in my marketing workshop because I have found that most LNCs don’t have a clue about what ideal target they should be marketing to, they just want to make money and get out of the hospital. This week I hope to show you a better way to make the most of your limited marketing budget and skills. I recommend the using the following guide to help build your practice.
Download the Ideal Client Worksheets Here
To develop a targeted plan it is imperative that you know who your ideal client is, what types(s) of cases they typically see and where to find those clients. It’s much like triaging (is that even a word??) a patient must be. You keep asking questions until you get an understanding of what’s wrong with a presenting patient and how you can help. Marketing is not much different. Instead of asking the target client questions you ask yourself and you do some research. Be honest when completing the worksheet. If you don’t want to work for attorneys outside of your area then don’t solicit them. If you would prefer not to work on defense cases then don’t market to them. But much like everything else in life, you need to be able to see the target in order to get a good shot. That’s what this week’s lesson will help you do.
The worksheet will help you:
1. Identify the cases your ideal client works on daily.
2. Find the areas where you will find those clients.
3. Determine what your client to be willing to do for you.
4. Decide what problems you can solve for this client:
This is an abbreviated portion of the Client Attraction Plan from The 30 Second Speech Isn’t Working. Now What? Book from LNCPRacticeBuilder.com
Download the Ideal Client Worksheets Here
Over the last three weeks we have merely scratched the surface of how to build a remarkable practice for your Legal Nurse Consulting business. It takes time, concentrated effort and a willingness to try some new things. You can do it. We can help. If you would like more resources to help build your practice, check out the LNCPracticeBuilder.com bookstore at www.lncpracticebuidler.com/books or give us a call and we can create a detailed client attraction campaign together.
Take five minutes and learn a new way to make your practice remarkable!