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Initially, almost everyone either tries to provide too much
and too general information in their introduction or manages
to provide no information other than name and firm. An
introduction must be planned to achieve optimum
results.
Every time you narrow the focus in the
description of your expertise, you increase your chance of
getting a referral.
For example, an attorney who is
a litigator in Dallas may be one of 1,000 litigators.
Narrowing the description to a "commercial litigator," that
same attorney may become one of only 200. Narrowing the
description even further to a "commercial litigator
specializing in bank fraud," may reduce the ratio to one in
10.
Each narrowing of focus in your introduction
addresses a higher level of need in the potential contact.
When the situation arises where a person can make a referral,
knowing your specialty makes it far more likely that you will
be remembered and will get the referral. In the meantime, you
may be associated with a firm that handles a full gamut of
services; a firm that is ready and available to provide for
this individual's other legal needs.
Al Ries and
Jack Trout, in their book "Positioning: The Battle For Your
Mind," point out that:
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In
communication…less is more. You have to sharpen your
message to cut into the mind. You have to jettison the
ambiguities, simplify the message, and then simplify it
some more if you want to make a long-lasting
impression…Concentrate on the perceptions of the
prospect. Not the reality of the
[service]. | |
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If it is true that there is never a
second chance to make a first impression, then
there is no point in being memorable and
motivational the second time around.
WHAT
MAKES YOU DIFFERENT?
A good introduction should not
reveal every pertinent fact about yourself and
your profession at the start. Ideally, it should
be designed to generate further inquiry from those
to whom you are speaking. |
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It is much more effective to create
a specific, powerful, visible, memorable
introduction that makes every word paint a mental
picture. The key word here is "specific."
When you speak, be short, positive and upbeat,
avoiding clichés such as "full service" and broad
generalizations such as "everyone is my
prospect."
You might try, "I'm John
Smith. I'm an attorney specializing in commercial
litigation. | |
It is much more effective to create a specific,
powerful, visible, memorable introduction that makes
every word paint a mental picture. The key word here is
"specific."
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Just as a surprise attack by an army
is the most effective, making a statement in your
introduction that is not expected will have a
greater impact on your audience.
Exactly
what is it that makes you and/or your firm unique,
different and memorable?
First, as with
any other marketable commodity, you position
yourself in the market. Then you focus on a client
and his business activities and involvement as
they represent a need for your services. You then
educate this potential client quickly and
concisely on the areas of your expertise and how
they interact with his need for your professional
services.
You might ask yourself the following
questions:
· Do people understand my practice
the way I want them to?
· Do I make a favorable
impression so that people remember me?
· Do I
make people aware of the unique features of my
firm?
As an attorney, if you simply
stand up and say, "I'm John Smith and I'm an
attorney with XYZ firm," you might not be making
the memorable impression you want
to.
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My firm, Smith & Jones, offers its
clients a 'legal audit' to determine their
susceptibility to potential litigation or other
legal challenges."
PERSONAL 'COMMERCIALS'
Ask yourself the following
questions:
· What do I really want to say?
·
How do I want to say it?
· What vivid word
describes my specialty?
· What are the unique
features of my firm?
· Why should someone refer
contacts to me?
· What additional service or
specific expertise does my firm offer?
Answer those questions and you can
design a 15-30 second introduction that will be
meaningful and memorable. This introduction will
be your own personal "commercial" that will
successfully position you in the marketplace and
motivate your potential clients to seek your
services.
An example of such a
commercial is: "I'm John Smith. I represent public
customers against stockbrokerage firms in federal
securities arbitration. I'm an attorney with the
law firm of Smith &
Jones." | | |
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A
portion of your services that sound like they will fill a need
or provide a convenience to certain individuals who are
present should be worked into your commercial and stressed
when you are making your introduction.
Listen
carefully to the conversations going on around you. Become
involved. Make a contribution. Ask questions. Show an interest
in others: What do they like? How do they live? What is their
business? What are their other interests and involvements? In
a very short time you will have developed the sensitivity
necessary to identify your prospects quickly and
accurately.
Whether the situation is social,
fraternal, political or otherwise, you can identify a
potential client, and then subtly and tactfully communicate
your specialty in a way that will leave you open to make
contact with him (or her) on a professional basis at some
future time. This technique can and should be learned and used
by every member of your firm, not just a few of the
partners.
How you present yourself, how much impact
you create and how motivating and memorable you remain in the
mind of your listeners depends on your presentation and the
organization of your information, as well as the impression
you create.
This well-defined art of communication
does not come naturally to everyone. But it can be learned and
polished to the level of artistry by almost anyone.
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Genie Fuller is the founder of
CEO Network and president of Winning Referrals, a
referral marketing workshop where professionals
actually
receive viable
referrals. | |