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Experts Win Business
13 February 2009I do employment law and mediation and this week I went to a training on California wage and hour laws.
The instructor was a well-known employment lawyer who has been in the field for around 30 years and provides training on various employment law topics for lawyers and HR professionals. He also has written publications (which he periodically updates) on almost 20 different employment law topics!
He is prolific and hands down considered one of the leading experts in wage and hour and employment law in California.
At lunch I sat next to a woman who had been a client of his for years. As we discussed his expertise, I was reminded of a simple yet compelling truth: experts win business.
As much as things change, some things stay the same. Those who speak and write in a niche area are considered the “experts” and the experts are the ones who clients want to hire. In addition, clients want to work with those they know, like, and trust. Assuming these elements are in place, the expert will win business over the dabbler.
Indeed, I have worked at the same law firm as this particular expert and heard him describe a conversation he may have with a prospective client at a pitch for business:
Business developer: I see you have my book on employment law on your shelf.
Prospective client: Yes.
Business developer: Who would you rather hire, the student or the teacher?
Now, I am not certain how much truth there is to this “war story” or whether you would feel comfortable with this approach. Yet, the principle behind it is sound: experts win business.
What is your niche and what area of expertise can you develop?
Begin writing and speaking in your niche. Find some angle that is unique or where there is a pressing need.
Maybe right now you are working on developing expertise in real estate foreclosure mediations? Study, read, learn and then turn your knowledge into articles and speeches that you can share. Take substantive knowledge and add your conflict resolution specialty to the area and see what you can come up with.
While some say no substantive expertise is necessary to mediate, I disagree — particularly when it comes to marketing your service. Most clients want to hire someone who has substantive knowledge and expertise in the field. Of course, you can apply your mediation and conflict resolution skills to a broad range of disputes.
Yet, can you imagine, for example, mediating a divorce case without understanding certain basics principles from your jurisdiction’s rules on property division, child custody and the like? Of course, the parties can choose not to follow a likely legal outcome — but the legal landscape is often one option parties consider when crafting a resolution.
I took the reminder to heart!
How about you?
Never Give UP!
Kristina
Posted in Keys to Technical Mastery, Marketing Strategies, Practice Building Advice
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