I recently had an opportunity to share my business experience with a group of high school juniors. One of the questions they asked was, "What is the most significant obstacle to starting your own business?"
The biggest obstacle I faced is the same one faced by the thousands of RNs I've coached since 1985. We encounter this obstacle on Day 1 and in year 19. That obstacle is ourselves. Typically what holds us back the most, what gets in our way and causes us to fail, is inner fear and self-doubt. Instead of
acting boldly and with confidence, we hesitate and over-analyze each possibility, focusing on the worst-case scenario, while opportunity after opportunity passes us by.
Don't get me wrong – I'm not suggesting you act rashly or take foolish chances. But once you know what you want and have mapped out an achievable set of goals and action steps, don't let FEAR stand in your way.
It happened to me when I started out as a LNC in 1982. Even though I had ample evidence that I could succeed and plenty of moral support from family and friends, I waited 15 months before quitting my nursing job and going for it with my LNC practice. Why? Because I was afraid – of the possibility of failure, of changing my comfortable world, of success.
It happened to me again in 2001. This year I made some major infrastructure changes to grow the Medical-Legal Consulting Institute, Inc. These are steps I could have taken years ago. Now that the hard work is done and the new adventures await me, I ask myself why I waited so long to make these important changes. The answer is clear – FEAR held me back. I was afraid of taking on the challenge these changes represented. Afraid of the extra effort and personal adjustment necessary to adapt to the changes, afraid the changes wouldn't succeed in making my business grow. But also afraid the results of the changes would be spectacularly positive, and that would require an even bigger adjustment.
Often we fear positive outcomes as much as we fear negative ones. If we succeed beyond our wildest dreams, we have to change our image of ourselves. Success could change our relationships with friends and colleagues – some may be jealous of our prosperity; others might resent the fact that we had the courage to take a chance they've only dreamed of taking.
Instead of giving in to fear, we must learn to trust the possibilities within us. Trust the passion we feel about our vision of our future. Trust that we can follow through and achieve our goals – and adjust to the resulting changes in our lives. Trust is the only way we can manifest our inner dreams and visions outside ourselves in the real world. Once revealed, these possibilities remind us of our ability to achieve bigger, bolder dreams.
One of my goals is to appear on the Oprah Winfrey Show. Oprah's program is the ideal forum for sharing with other women what I've learned from business to help them realize their own dreams. What's holding me back? Aside from the fact that Oprah doesn't know me yet, the reason I haven't achieved that goal is the same reason it took me so long to quit my nursing job in 1982 or to make changes in my business in 2001 – fear.
Is FEAR holding you back? It's time to open up to your possibilities. Start your LNC business today or hire that first RN subcontractor or full-time assistant. The possibilities are waiting. All you need do is open up to them.
BEST PRACTICES FOR MARKETING
Sell Your Services by Asking the Right Questions
by Evie Baron-Hernandez
If your sales pitches to attorneys aren't as successful as you'd like them to be, asking questions may be your answer to closing more sales. Many people think asking a question is a sign of weakness. After all, if you don't know all the answers, how can you persuade your prospect that you're the expert he should hire to provide LNC services?
Far from indicating weakness, asking questions can be your greatest strength. Asking the right questions will show your prospect that you care about her concerns, that you're open to her input and are eager to tailor your services to meet her specific needs. By asking the right questions you can determine your unique selling position with an attorney, while at the same time giving her the chance to discover for herself why and how she could benefit from your services.
There are three types of questions you can use when selling to a potential client: closed-ended, open-ended and direct agreement.
A closed-ended question typically has a simple, one-word answer, usually "yes" or "no." Closed-ended questions help you assess whether the attorney needs your services. Some closed-ended questions you might use:
Do you have cases that involve medical issues?
Have you used the services of a LNC before?
Do you need help locating expert witnesses?
Could your staff benefit from learning how to evaluate medical cases and records?
Open-ended questions help you gather more in-depth information about the attorney and his needs for your services. Open-ended questions begin with who, what, when, where or why. Because they usually require more than a one-word answer, they get your potential client involved in the conversation. The more the attorney is engaged in the conversation, the more likely you will be to go home with a case assignment. Some open-ended questions you may want to ask your potential clients:
How do you evaluate the medical issues in cases you receive?
What problems do you have in reviewing and evaluating medical charts?
Why haven't you previously used the services of a LNC?
When may I contact you again?
The direct agreement question gives you agreement from the attorney about the benefits of your services. Once you get the attorney to agree that she can benefit from using your services, she will be more willing to use your service, if not immediately, then sometime in the future. Some direct agreement questions you could use:
Do you agree that a nurse can be more cost-effective than a physician in many cases?
Can you see how your company could benefit from using a LNC?
Do you agree that your firm could benefit from the services I provide?
Most salespeople agree that telling is not selling. Asking is selling. Asking questions enables you to focus on uncovering your client's needs and concerns about the services you provide. The person asking the questions controls the direction of the conversation. Ask your potential client the right questions and expect to close more sales.
Evie Baron-Hernandez is a customer service and marketing expert with 14 years of experience. As Customer Service Coordinator for the Medical-Legal Consulting Institute, Inc., she serves as a mentor, assisting LNCs in setting up their businesses and marketing themselves to attorneys.
BEST PRACTICES FOR BUSINESS ENTERTAINING
14 Tips to Make Your Business Meals a Success
by Rose Clifford, RN, CLNC
Dress the Part – Always dress appropriately for the occasion – business attire for a business lunch, casual business attire for a casual lunch or more social dress for a social dinner.
Timing Is Everything – Show up 5-10 minutes early.
Focus on What Counts – If the session is a networking lunch with more than one prospective client, I do not eat much – I network. If the lunch or dinner is with one prospective attorney, I order a light meal that is easy to eat and not messy.
Act the Part – I know this sounds silly, but be excited and happy to see your attorney-client. Don't act intimidated or shy. Attorneys are people, and people are attracted to individuals who are happy, positive and excited. They love doing business with consultants who bring these natural traits to the table.
Be Interested – Above all else, always take a sincere personal interest in your client, her firm, area of specialty and need. Individuals love talking about themselves.
Be Gracious – In the beginning and again at the end of your lunch or dinner, always take the time to personally thank the attorney for meeting with you and for the opportunity to share your services. If he paid, don't forget to thank him for the meal.
Be Discreet – Never order the most expensive meal unless the attorney insists. Don't order the least expensive either. Use your host as a guide by politely asking what she was thinking of ordering or what looks good to her.
Be Sober – If you are inclined to have a drink, having one is acceptable at dinner or a social event after business hours, but never during a business lunch.
Set the Conversational Tone – Allow the conversation to flow from polite introductions to social conversation before addressing business. Once business is concluded, return to a light social tone. Do not make it personal unless the attorney has moved the conversation in that direction. Even then, keep your remarks socially acceptable. Remember, attorneys love to talk.
Let Humor Ease the Tension – If there's an awkward moment at a formal occasion, e.g., you forgot which fork to use, add humor to the situation to ease the tension. Everyone will laugh and feel more comfortable and open to you.
Accept Social Courtesies – Be aware of gender differences when it comes to common social courtesies. Allow a male attorney to be a gentleman even if you are usually very independent. This goes a long way to fostering professional relationships.
Be a Good Guest – Allow the invitee to pay, whether that is you or the attorney. Even if you initiated the lunch, if the attorney insists, allow her to pay. This is part of her privilege of position.
Don't Wear Out Your Welcome – Be aware of time constraints. Be respectful of the attorney's workday. Leaving at an appropriate time – because you need to get back to work – maintains the image that you are a busy professional legal nurse consultant.
Say Thank You – Send a personal thank you note within 24 to 48 hours of your lunch or dinner. This is a personal touch that, if done sincerely, adds to the relationship you are building with your attorney-client.
For 14 years Rose Clifford, RN, CLNC has been an expert independent LNC specializing is investigating Medicare billing fraud and PIP auto fraud. She owns Medical Analysis Resources, Inc. in Kentucky.
