Rosalie Hamilton is a leading authority on expert witness marketing and founder of Expert Communications. A consultant, speaker, and author, she is a marketing expert for those who engage in expert witness work.
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When
a professional decides to market his services as an expert witness, he sometimes
places too much emphasis on the "what" and too little on the "who"
and "why."
The "what you are" is the information you list in directories and
other advertising. It includes your area of specialty, education, experience
and other credentials. This data communicates to attorneys that you are qualified,
and that you are available for litigation work. It comprises your qualifications
for forensic work, but likely there are several, perhaps many, experts in your
specialty with your degree(s) or better, and experience of similar value.
The "who
you are" is what you must also make known to the legal community.
You can publicize your expertise in many ways and, by so doing, communicate
your personality, working style and the like, through teaching, writing, and
speaking, to name just a few. The most important opportunities are networking
functions that allow you to meet and talk with attorneys or with other people
who can refer you to attorneys. This is where your communication skills
really come into play, as they reflect what you will be like to work with and
how you will be perceived in despot ion and in court.
Analysis of the "why an attorney should hire you" is one of
the most important components of your marketing plan, yet it is rarely made.
It is integral that you know why you are the best choice. What
do you know about yourself that were the attorney to know it he would certainly
pick you? Rarely does that reason relate to your credentials. It
is to be found, instead, in a candid and comprehensive analysis of your personal
strengths and weaknesses, especially in regard to your competitors.
Are you thorough
in your work? Are you punctual for appointments and in meeting deadlines?
Are you easy to work with, flexible? Do you listen effectively?
Henry Beckwith, in his book, "Selling the Invisible: A Field Guide to Modern
Marketing," says, "In most professional services, you are not really
selling your expertise, because your expertise is assumed, and because your
prospective client cannot intelligently evaluate your expertise anyway.
Instead, you are selling a relationship. And in most cases, that is where
you need the most work. If you're selling a service, you're selling a
relationship."
After synthesizing
the qualities that compose your uniqueness, look honestly at whether you are
working to improve on or overcome your weaknesses. Also, do you know how
to capitalize on and communicate your strengths?
When the attorney
has compiled a list of experts and calls each of them for a C.V., or
when he calls to determine your suitability for and interest in working on a
case, the impression you make on him will weigh more than will a slight difference
in credentials between you and your competition.
The "why
[you]," therefore, should be determined as you begin creating your marketing
plan. You will not only express the "way" in the "who"
of your program and sometimes even in the "what," but, more importantly,
the "why" may be the variable that leads to successful engagements.
By:
Rosalie Hamilton of Expert Communications, Inc. Email: rhamilton@expertcommunications.com
All Rights Reserved.
