Expert Article Library
Your Competitive Advantage
By Rosalie Hamilton
More articles by Rosalie Hamilton:
Cross-Examination Questions - and Answers - About Your Advertising
Do I Need a Contract?
Eliminate Expensive and Ineffective Marketing
Expert Witness Marketing - What, Who, and Why
How to Write an Introductory Letter
The Expert CV Checklist
Top 10 Tips for Marketing Your Expert Witness Practice
Who is your competition, and how do you compare? Considering that most cases requiring an expert witness involve at least two experts and our society shows no signs of becoming less litigious, competition should not be your primary concern in building an expert practice. You will learn valuable lessons, however, from analyzing the practices of two or three experts in your field. Study their professional qualifications, appearance, communication skills, and reputation among their peers, and note how they market themselves and the fees they charge.
After objectively assessing your own strengths and weaknesses, determine your competitive advantage. Is your education or professional experience superior? If you are not a novice, have you handled a greater number of cases, or bigger or more successful cases, or have you worked with prestigious law firms? Do you present yourself more professionally or appear more credible? Are there exclusive dimensions to your expertise? What comprises your personal uniqueness and, therefore, your competitive edge?
A competitive advantage can be merely a perceived advantage. You can use this to your benefit. A large engineering firm may have many different specialties of engineers, along with its own testing facilities. Alternately, a sole practitioner engineer can promote himself as being more responsive to the attorney, more personally involved in each case, and possibly less costly. Learn to articulate your competitive advantage in a professional manner.
Excerpted with permission from The Expert Witness Marketing Book by Rosalie Hamilton.
Rosalie Hamilton is the author of The Expert Witness Marketing Book and president of Expert Communications (www.expertcommunications.com), an organization dedicated to helping expert consultants safely and effectively get more clients and expand their practices.