As an expert, chances are that you frequently explain
to attorneys why they should retain you to assist them in
formulating case strategy or evaluating opposing
testimony. Have you ever thought that sometimes the expert
needs an expert?
Turning to a marketing expert can accelerate your
expert witness sales cycle. Here are three key reasons
why:
1. Self promotion is awkward and time consuming
Trying to arrange a speaking engagement with a prime
law firm or legal organization, for example, can take 5-10
calls and emails over a 60 day period. This is a two-edged
sword, because you can’t afford the time to book the event
but you don’t want to lose out on a valuable opportunity.
Using an independent marketer who understands the nuances
of the legal and litigation support markets solves the
problem.
2. Gain additional resources
with delegation
Like just-in-time manufacturing, an experienced expert
marketing professional can step in when you need
assistance to create a new sales campaign or update your
corporate image. You’ll be better able to compete more
effectively against larger firms when you have first-class
marketing materials.
3. Make money with a better return on your
marketing budget
Expert marketers know which campaigns will generate
results quickly. When you need leads fast, an online
marketing expert can implement ad campaigns that start to
work literally within minutes. A marketer who has proven
themselves working with a wide variety of legal experts
will be able to quickly pinpoint ways you can get more
leads and generate more business.
Your expert witness practice will become more
profitable when you have the right customized marketing
program working in your favor. Revenues will increase
when your pipeline fills, plus you will enjoy a higher
return on investment in your marketing campaigns.
You may be saying, “But I can do this myself!”
Maybe you can do it yourself, but remember that
marketing is a process and not an event. Effective
marketing must be integrated across multiple channels,
including online, print advertising, direct mail, speaking
engagements, publishing opportunities and even public
relations. Abandoning your marketing program when business
is booming sets you up for the roller coaster ride of
feast or famine. Someone needs to keep priming the sales
pump while you serve your clients.
Why wait?
Every day you delay means lost litigation support
opportunities. As a businessperson, you owe it to yourself
to explore alternative ways of expanding your expert
witness practice. The marketing world changes rapidly,
particularly online. Make sure you are taking advantage of
the latest cost-effective campaigns that can bring
litigators knocking. Don’t leave business on the table for
your competition!
Does your business have a gap between your current
sales level and your sales goal? Contact the author for
fresh ideas on how you can accelerate your business
development cycle.
ABOUT THE AUTHOR: Margaret Grisdela
is President of
Expert Law Marketing and
Legal Expert Connections, specializing in business
development in the legal and litigation support market for
attorneys, law firms and experts. She served as the
2005 President of the Florida Direct Marketing
Association. You can reach her at
mg@legalexpertconnections.com.
More Information about the author at
Legal Expert Connections, Inc.
Copyright - (c) Legal Expert Connections, Inc.
