Leverage Technology to Build Business

You’ve no doubt seen the tagline for this site: Helping mediators leverage technology for a thriving practice [update: that was the original tagline for Mediator Tech, back in 2005]. I want to talk more about this with you—how can you leverage technology to build business?

You don’t need to be a tech wizard to capitalize on technology to promote and manage your business. I know lots of [tag]mediators[/tag] who aren’t especially “into” technology beyond email and the web, and I write this blog with the assumption that my readers are all along the tech-usage continuum. And perhaps it goes without saying, but I chose the words “leverage technology” instead of “use technology” because a lever is a tool to accomplish more with the same amount of energy.

I also know a lot of mediators who aren’t making a living doing this thing they love. Are you one? For some, it’s not intended to be a living. For others, though, there’s a fervent wish to do meaningful, important ADR work and make a real living. It’s possible—I do it and so do others. I found that technology makes this easier if you know what’s available and how to best use it to your advantage.

Leveraging technology to promote your ADR practice. When I attend ADR conferences and meetings, talk inevitably turns to marketing, promotion and educating the public. I believe that technology not only makes some part of this work easier, but also reduces the pain of self-promotion for some. Here’s a quick list of a few possibilities: Build an online presence that attracts attention and interest from your market. Use your phone system passively to promote your services. Tap into online social networks to get referrals. Offer tele-trainings. Use a brand new online service to buy extraordinarily low-cost television ads in any market around the country. Offer weekly or monthly podcasts aimed at your target market. Use free services that convert your blog into an email sent automatically to subscribers. Phew! And that’s just my quick list.

Leveraging technology to manage your ADR practice. If you’re newly in business and still have a small client base, then this is a great time to get good systems in place. If you have a steadily growing client base, then you want systems to help you manage administrative details efficiently. There is technology that can help: Services that forward calls to any number or ring several numbers to locate you. Software that integrates with MS Outlook and other packages to better manage your tasks and client database. Financial software that can automate some tasks, such as reconciling your credit card statement with your own records. Virtual assistants who can help manage administrative tasks on a per-hour or per-project basis. E-zine and blog services and software that allow you to distribute a newsletter or post on a specific future date, freeing you from your desk at that time. And more.

The best part is that many of these services and technologies are no- or low-cost and can fit well into a mediator’s budget.