1Cordell 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

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Why Have a Niche?

Market to Everyone

You Market to No One

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Marketing to Everyone

Time Consuming

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Marketing to Everyone

Expensive

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Marketing to Everyone

Challenging

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Marketing to Your Niche

Narrows Your Focus

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Marketing to Your Niche

Easier

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Marketing to Your Niche

Takes Less Time and Effort

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Discover Your Niche

12What Do You Want to Accomplish?

Discover Your Niche

13What Are You Passionate About?

Discover Your Niche

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Discover Your Niche

What Are Your Strengths?

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Select Growing

Industries

Discover Your Niche

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Discover Your Niche

Sports

Intellectual Property

Banking

Patent Litigation

Energy

Health Care Regulatory

Discover Your Niche

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You Can Be Dominate Lawyer in Your Area

Discover Your Niche

Client Need

Passion

Strengths YourNiche

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Discover Your Niche

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Niche Discovered!

Niche

Recommendations

Trust and Rapport

Visibility

Getting Hired

Credibility

Client Meetings

Relationships

Reputation / Profile

Weak Ties

Weak Tie Reach

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Strong-Tie Buzz

Weak-Tie Buzz

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It’s not what you know,

Today it’s who knows what you know

It’s not who you know,

After Niche Discovered

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After Niche Discovered

Raise Your Visibility and Credibility

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After Niche Discovered

Understand Industry Business

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After Niche Discovered

Understand Law that Affects Industry

27My Story

Examples

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Travis Crabtree

Examples

Internet Law / Commercial Litigation

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Examples

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Allison Rowe

Examples

Equine

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Examples

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Staci Riordan

Examples

Fashion

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Examples

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Examples

Shawn TumaComputer Fraud / Data Security

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Examples

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Differentiation

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Good Great

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Differentiate Yourself

vs

Lawyer

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Differentiate Yourself

“Good” Lawyers Analyze

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Differentiate Yourself

“Great” Lawyers Analyze and Synthesize

40Differentiate Yourself from Competitors

Differentiate Yourself

41Purple Cow

Differentiate Yourself

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What Can You Do to Raise Your Visibility and Credibility to Potential Clients and Referral Sources?

Targeted Differentiators

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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

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Your Targeted Differentiators

Targeted Differentiators

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Objective

Why it is important for each target?

Targeted Differentiators

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Examples

Kevin O’Neill

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Examples

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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.

50Cordell M. Parvin

http://www.cordellparvin.com

Developing a Niche Practice and

Differentiation