Week Eight Class Summary

• Marketing is an active and on-going endeavor.
  • Marketing is a constant part of being in a service industry.
  • Marketing requires effort and attention.

    
    
    

• Marketing requires understanding yourself and your services. Understanding includes believing in yourself and in having reason to believe in yourself.
  • You are going to ask clients to believe in you.
  • You need to be able to give them reasons to believe in you and these should be the same reasons you believe in yourself.
  • You need to be the kind of person someone should trust.

    
    
    

• Dispute Resolution Services are inherently personal - they are much more subject to word of mouth and experience than most other services.
  • Are you someone who steers people accurately or who sounds off whether you know something or not?
  • Are you calming? Can you be calming?

    
    
    

• In order to market your services you need to:
  • Have services.
  • Have your business running smoothly day-to-day.
  • Have staff that is enthusiastic about you.
  • Offer quality services in a professional way
  • Give consumers confidence that you stand behind your services.
  • Be the kind of person you would trust.

    
    
    

• Discuss the checklist on page 2.7 and what it implies.

  
  
  

• Chapter 3: Appearance - something more than "Dress for Success" (though that is not a bad place to start).
  • Conform to your industry's physical plant requirements. (If you use a conferencing facility, use a good one).
  • Be clean.
  • Smell clean.
  • Be uncluttered.

    
    
    

• How would you have improved the last three places you did business at?

  
  
  

• Avoiding fantasy or embracing it.

  
  
  

• Clean looks, clean smells (yourself and your business). Clutter.
  • Clutter = dirt to many.
  • Clutter increases your stress.
  • Regardless of how harmless, foul smells, clutter and dirt will hurt the way people perceive your business.

    
    
    

• Planning on an office or conferencing facility (checklist on page 3.8)

  
  
  

• Pricing: clarity first, clarity second, clarity third.
  • The number of people who become clients actually goes up with clarity and with the price up-front.
  • You are dealing with people who are stressed and who are less able than usual in dealing with confusion or lack of clarity.

    
    
    

• Explaining what the price includes (e.g. mediation with snacks and a meal).

  
  
  

• Many of your clients will be inexperienced clients who are not familiar with industry norms - explain them.

  
  
  

• Review form on page 4.6 with class to consider when setting prices.

  
  
  
  
  

Further review and discussion on simulation/role-play assignment for this Saturday.

Answer questions. (Note that class takes the chapters slightly out of order and skips chapter 10).

Chapters 9, 8 and 12 for next week.

Introduce worksheets, explain that they need next week's class to have all the tools.

Prepare students for the three groups to meet outside of class for project meetings and discussions. Help them form into groups.

Handouts

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