BEST PRACTICES FOR MARKETING
32 Ways to Network Your Way to CLNC® Success, Part I
EDITOR'S NOTE: CLNC®s market to attorneys in a wide variety of ways. However, only one strategy is free, effective and used by ALL CLNC®s – networking. Patsy Howard, RN, CLNC says, "Networking opportunities abound, but we have to be wise enough to recognize them and make them our own." You’ll become a wiser networker with the help of our CLNC® Pros. We asked 12 of these experts to share their best strategies for networking your way to CLNC® success.
Start implementing these best practices today. They work for the CLNC® Pros – they will work for you, too. Just remember to network with anybody and everybody who comes within three feet of you. As Gloria Blackmon says, "Anyone you meet could hold the golden key to your next attorney-client."
You’ll read more of their proven ideas for putting this amazing, free marketing tool to work for you in July’s Legal Nurse Consulting Ezines Vol. 15, Nos. 14 and 15, July 9 and 23, 2004.
Embrace Networking
Embrace networking without fear. New CLNC®s often do not network aggressively for fear of having to talk about themselves. All of us have been afraid we would botch the interaction and run our networking target off while we were still lost in the midst of internal dialogue. Just do it!
Polish your networking skills in low-pressure situations. If you’re very shy or new to consulting, get your feet wet in an organized group. At least monthly you will be with people you have something in common with – your interest in the organization. At each meeting you will have an opportunity to hone your networking skills in a friendly environment. Consider joining Toastmasters, a professional business group or a volunteer organization.
Prepare for Every Networking Event
Do your homework on the event. This is just like doing research for a case. For example, you decide to attend a chamber of commerce after-hours event. Look up information about your local chamber. How many members does the group have? Ask for an information packet and consider joining. Use the opportunity to develop a professional relationship with a banker, accountant, realtor or insurance person. As your business expands, you may need to lease office space or hire someone to do your bookkeeping. These contacts will become excellent referral sources.
Create the perfect mind-set before you arrive at the event. If you feel unsure of yourself, consider the event as an exercise in using your nursing assessment skills. If you still can’t bring yourself to mingle, try pretending you have the event under surveillance. Observe how others interact, exchange cards, etc. Then resolve to put what you noticed into action with at least three people before you leave. After all, you made an effort to attend and perhaps even paid a fee. Do not waste this opportunity.
"As an RN, you already have a solid skill most people can’t match – interviewing expertise. You have interviewed hundreds, possibly thousands of people. When you admit a new patient, you know nothing about them. But by the time you’ve completed your assessment, you know a lot."
– Gloria Blackmon, RNC, BSN, LNHA
Bolster your mind-set by appreciating your interviewing expertise and by seeing these new people as friends instead of strangers.
Treat each networking event as unique. Each situation calls for a different style of conversation and sharing of information. Plan your networking strategy accordingly.
"If I am networking with attorneys, I stick to topics they are interested in and stay away from personal information. I don’t bring up names of other attorneys unless I'm sure they are respected. When I am with other nurses, I focus on their skills and what they can bring to my client or my business. This also allows me to assess their ability to handle difficult topics in a professional manner."
– Patsy Howard, RN, CLNC
Network Anywhere and Everywhere
Make networking a part of your everyday life. Don’t get stuck in a rut of only networking professionally. Potential clients are just like you – they have an active life filled with a variety of interests. They also have to meet life’s routine demands. You never know who will need your services or how you will meet a great, new client. You can meet a prospective client on a plane, on a bike ride, at church, school, an athletic event or even shopping. Networking can happen in the most unexpected places when the topic turns to what you do and your unique role as a CLNC®.
Be open and friendly, especially if you’re stuck in a long line at the grocery store or during the holiday rush at the mall. Seize the moment and initiate a little small talk. Once you have discussed the price of produce, move right on to your CLNC® business. You might be standing next to a legal secretary. Be sure to tell her your promotional packet and your business information will be in the mail tomorrow.
"While shopping for some fun clothes for a recent trip, I told the salesperson my closet was devoid of hip casual wear. I had only two kinds of clothes: conservative outfits for work and jeans, t-shirts and yoga wear. She asked what I kind of work I did. Simply but enthusiastically I told her I was a legal nurse consultant and described my services. She asked if I had a business card and if her girlfriend could call me. I said I was always happy to share information. Her friend turned out to be an attorney. The salesperson was a golden nugget."
– Gloria Blackmon, RNC, BSN, LNHA
"I received one of my best clients from my hairdresser. She has followed my career closely and has been very supportive. She gave me the name of an attorney whose hair she had just cut and said to use her name to get through to him. Now I have steady work from him and his firm. As a special thank you, I sent my hairdresser a dozen roses. She continues to pass along names to me."
– Patsy Howard, RN, CLNC
"I have even met clients in line at the grocery store. I try to be professionally dressed when I go out, even if I am going to the store for milk."
– Susan Burnham, RNC, CLNC
Ask the paramount question. Ask friends, family and everyone you meet, "Who do you know who practices law, works for a law firm or is connected with the legal system?" You may be surprised at who they know and who their friends know.
"This question works everytime, I have a friend who does not know any attorneys but his wife did. She led me to her best friend’s husband, who was an attorney, and he referred me to three more attorneys."
– Gina I. Rogers, RN, BSN, CLNC
Turn children’s activities into networking opportunities. If you have children, grandchildren, nieces or nephews, you are probably involved in school or sports activities. As you meet new parents, teachers or coaches, mention your CLNC® profession. You’ll be surprised how many attorneys and attorneys’ spouses you may meet. What a perfect opportunity to pass your business card to them.
Networking is by far the best and most efficient way to meet people, gain new clients and let everyone know you are a successful CLNC®. If you implement just a few of these best practices for networking provided by the CLNC® Pros, you will successfully make networking work for you.
Suzanne E. Arragg, RN, BSN, CDONA/LTC, CLNC, a CLNC® Mentor, is the owner of SEA Consultant Company in California, specializing in long term care cases.
Linda Bandy, RN, MSN, CSPI, CLNC is an independent CLNC who has more than 20 years of nursing experience in a variety of specialties.
Dale Barnes, RN, MSN, CLNC, a CLNC® Mentor in Florida, has owned Barnes Medical Legal Services since 1999, and specializes in medical malpractice, bad faith insurance and general personal injury.
Holly Bedgio, RNC, BSN, CRNI, CWS, CLNC has more than 20 years of clinical nursing and management experience. She specializes in medical malpractice and personal injury cases.
Gloria A. Blackmon, RNC, BSN, LNHA is the CEO of Blackmon & Associates Medical-Legal Consulting in Kansas, specializing in long term care issues.
Susan J. Burnham, RNC, CLNC owns Burnham and Associates in Washington state since 1996. She specializes in quality of care issues. She also serves as a CLNC® Mentor.
Rachel Cartwright, RN, MS, LHRM, CLNC, a CLNC® Mentor and guest faculty, owns Medical-Legal Concepts in Florida. She specializes in critical care and regulatory compliance.
Robert Erb, RN, MA, CS, CLNC is founder of Eagle Professional Management Services in California, and has more than 34 years of healthcare experience, including psychiatric, emergency and long term care.
Debra Gross, RN, MSN, CPC, CLNC is co-owner of Delor Legal Nurse Consultants, LLC in Ohio. Her specialties include OB/GYN, peds, CCU, compliance, HIPAA and Medicare fraud. Debra is a CLNC® Mentor.
Patsy Howard, RN, CLNC is the owner of Metro Legal Nurse Consulting in Missouri. She has 23 years of nursing experience and specializes in medical malpractice litigation.
Colleen Lindell, RN, MHSA, CNOR, CLNC is CEO of Med-Legal.net, Inc., in Wisconsin. She specializes in research.
Vickie L. Milazzo, RN, MSN, JD is the founder and president of the Vickie Milazzo Institute. She was credited by The New York Times with creating the legal nurse consulting profession in 1982. Vickie has revolutionized the careers of thousands of RNs.
Gina I. Rogers, RN, BSN, CLNC is the founder of Medical Review Consulting, LLC in Kentucky. She serves as a CLNC® Mentor and guest faculty for the Institute.
