1
Cordell M. Parvin
http://www.cordellparvin.com
Developing a Niche
Practice and
Differentiation
2
What We Will Cover
Why have a niche
Discover the right niche for
you
How to differentiate
yourself
3
Why Have a Niche?
Roy Sutherland Perspective
4
Why Have a Niche?
Market to
Everyone
You Market
to No One
5
Marketing to Everyone
Time
Consuming
6
Marketing to Everyone
Expensive
7
Marketing to Everyone
Challenging
8
Marketing to Your Niche
Narrows Your Focus
9
Marketing to Your Niche
Easier
10
Marketing to Your Niche
Takes Less Time and Effort
11
Discover Your Niche
12
What Do You Want to Accomplish?
Discover Your Niche
13
What Are You Passionate About?
Discover Your Niche
14
Discover Your Niche
What Are Your Strengths?
15
Select
Growing
Industries
Discover Your Niche
16
Discover Your Niche
Sports
Intellectual Property
Banking
Patent Litigation
Energy
Health Care Regulatory
Discover Your Niche
18
You Can Be Dominate
Lawyer in Your Area
Discover Your Niche
Client
Need
Passion
Strengths Your
Niche
19
Discover Your Niche
20
Niche Discovered!
Niche
Recommendations
Trust and Rapport
Visibility
Getting Hired
Credibility
Client Meetings
Relationships
Reputation /
Profile
...
Weak Tie Reach
22
Strong-Tie Buzz
Weak-Tie Buzz
23
It’s not what you know,
Today it’s who knows
what you know
It’s not who you know,
After Niche Discovered
24
After Niche Discovered
Raise Your Visibility and Credibility
25
After Niche Discovered
Understand Industry Business
26
After Niche Discovered
Understand Law that Affects Industry
27
My Story
Examples
28
Travis Crabtree
Examples
Internet Law / Commercial Litigation
29
Examples
30
Allison Rowe
Examples
Equine
31
Examples
32
Staci Riordan
Examples
Fashion
33
Examples
34
Examples
Shawn Tuma
Computer Fraud / Data Security
35
Examples
36
Differentiation
4545
Good Great
37
Differentiate Yourself
vs
Lawyer
38
Differentiate Yourself
“Good” Lawyers Analyze
39
Differentiate Yourself
“Great” Lawyers Analyze and Synthesize
40
Differentiate Yourself from Competitors
Differentiate Yourself
41
Purple Cow
Differentiate Yourself
42
What Can You
Do to Raise
Your Visibility
and Credibility
to Potential
Clients and
Referral
Sources?
Targeted Differenti...
43
First to Market
Investment in Client Technologically Proficient
J&G Construction Law Differentiators
44Full Service Quality Service Policy
Strategically Located
J&G Construction Law Differentiators
45
Your Targeted Differentiators
Targeted Differentiators
46
Objective
Why it is important for each target?
Targeted Differentiators
47
Examples
Kevin O’Neill
48
Examples
49
Examples
Larry gained significant hands-on experience in
heavy construction before attending law school. He
grew up in a...
50
Cordell M. Parvin
http://www.cordellparvin.com
Developing a Niche
Practice and
Differentiation
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Developing a Niche Law Practice and Differentiating Yourself

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Presentation to law firm lawyers on why they should develop a niche law practice and how to do it. Then how to differentiate themselves from other lawyers.

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Transcript of "Developing a Niche Law Practice and Differentiating Yourself"

  1. 1. 1 Cordell M. Parvin http://www.cordellparvin.com Developing a Niche Practice and Differentiation
  2. 2. 2 What We Will Cover Why have a niche Discover the right niche for you How to differentiate yourself
  3. 3. 3 Why Have a Niche? Roy Sutherland Perspective
  4. 4. 4 Why Have a Niche? Market to Everyone You Market to No One
  5. 5. 5 Marketing to Everyone Time Consuming
  6. 6. 6 Marketing to Everyone Expensive
  7. 7. 7 Marketing to Everyone Challenging
  8. 8. 8 Marketing to Your Niche Narrows Your Focus
  9. 9. 9 Marketing to Your Niche Easier
  10. 10. 10 Marketing to Your Niche Takes Less Time and Effort
  11. 11. 11 Discover Your Niche
  12. 12. 12 What Do You Want to Accomplish? Discover Your Niche
  13. 13. 13 What Are You Passionate About? Discover Your Niche
  14. 14. 14 Discover Your Niche What Are Your Strengths?
  15. 15. 15 Select Growing Industries Discover Your Niche
  16. 16. 16 Discover Your Niche
  17. 17. Sports Intellectual Property Banking Patent Litigation Energy Health Care Regulatory Discover Your Niche
  18. 18. 18 You Can Be Dominate Lawyer in Your Area Discover Your Niche
  19. 19. Client Need Passion Strengths Your Niche 19 Discover Your Niche
  20. 20. 20 Niche Discovered! Niche
  21. 21. Recommendations Trust and Rapport Visibility Getting Hired Credibility Client Meetings Relationships Reputation / Profile Weak Ties
  22. 22. Weak Tie Reach 22 Strong-Tie Buzz Weak-Tie Buzz
  23. 23. 23 It’s not what you know, Today it’s who knows what you know It’s not who you know, After Niche Discovered
  24. 24. 24 After Niche Discovered Raise Your Visibility and Credibility
  25. 25. 25 After Niche Discovered Understand Industry Business
  26. 26. 26 After Niche Discovered Understand Law that Affects Industry
  27. 27. 27 My Story Examples
  28. 28. 28 Travis Crabtree Examples Internet Law / Commercial Litigation
  29. 29. 29 Examples
  30. 30. 30 Allison Rowe Examples Equine
  31. 31. 31 Examples
  32. 32. 32 Staci Riordan Examples Fashion
  33. 33. 33 Examples
  34. 34. 34 Examples Shawn Tuma Computer Fraud / Data Security
  35. 35. 35 Examples
  36. 36. 36 Differentiation
  37. 37. 4545 Good Great 37 Differentiate Yourself vs Lawyer
  38. 38. 38 Differentiate Yourself “Good” Lawyers Analyze
  39. 39. 39 Differentiate Yourself “Great” Lawyers Analyze and Synthesize
  40. 40. 40 Differentiate Yourself from Competitors Differentiate Yourself
  41. 41. 41 Purple Cow Differentiate Yourself
  42. 42. 42 What Can You Do to Raise Your Visibility and Credibility to Potential Clients and Referral Sources? Targeted Differentiators
  43. 43. 43 First to Market Investment in Client Technologically Proficient J&G Construction Law Differentiators
  44. 44. 44Full Service Quality Service Policy Strategically Located J&G Construction Law Differentiators
  45. 45. 45 Your Targeted Differentiators Targeted Differentiators
  46. 46. 46 Objective Why it is important for each target? Targeted Differentiators
  47. 47. 47 Examples Kevin O’Neill
  48. 48. 48 Examples
  49. 49. 49 Examples Larry gained significant hands-on experience in heavy construction before attending law school. He grew up in a family-owned general contracting company ..., worked as an estimator and project manager in heavy construction industry for eight years.
  50. 50. 50 Cordell M. Parvin http://www.cordellparvin.com Developing a Niche Practice and Differentiation
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