Building Your Fraud Examination Practice

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1 Building Your Fraud Examination Practice Branding, Advertising, and Networking 2018 Association of Certified Fraud Examiners, Inc.

2 Marketing Marketing concept of reaching a target and making the target understand they want to hire the fraud examiner Three components: Branding Advertising and public relations Networking 2018 Association of Certified Fraud Examiners, Inc. 2 of 27

3 Components of a Successful Marketing Strategy Branding Advertising Networking 2018 Association of Certified Fraud Examiners, Inc. 3 of 27

4 Marketing Never stop marketing. Effective marketing will lead to referrals. It is a continuous process Association of Certified Fraud Examiners, Inc. 4 of 27

5 Branding It s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else. Tom Peters 2018 Association of Certified Fraud Examiners, Inc. 5 of 27

6 Four Yardsticks for Self-Evaluation 1. Be a great teammate and a supportive colleague. 2. Be an exceptional expert at something that has real value. 3. Be a broad-gauged visionary a leader, a teacher, a farsighted imagineer. 4. Be a businessperson be obsessed with pragmatic outcomes Association of Certified Fraud Examiners, Inc. 6 of 27

7 Branding Identify qualities or characteristics that: Make the fraud examiner distinctive from competitors or colleagues. Add remarkable, measurable, distinguished, distinctive value. The examiner can take credit for, is proud of, and can brag about. What does the examiner want to be known for? 2018 Association of Certified Fraud Examiners, Inc. 7 of 27

8 Constantly Market the Brand You only get one chance to make a good first impression. Unknown 2018 Association of Certified Fraud Examiners, Inc. 8 of 27

9 Personal Branding Dress for business business formal or business casual. It is more preferable to be dressed traditionally than casually. Bottom line: the attorney is sizing up how the fraud examiner will appear before the jury Association of Certified Fraud Examiners, Inc. 9 of 27

10 Important Personal Branding Considerations Hair Shoes Jewelry Styles Facial hair Dress 2018 Association of Certified Fraud Examiners, Inc. 10 of 27

11 Presentation Business cards Website Telephone numbers Social network 2018 Association of Certified Fraud Examiners, Inc. 11 of 27

12 Communication Skills Good communication skills are absolutely essential. They are necessary for negotiation. They let the attorney know that the examiner is the right choice for the next case. Associations, coaches, or universities can help with developing communication skills Association of Certified Fraud Examiners, Inc. 12 of 27

13 Personal Commercial and the Introduction When promoting a brand, everything the fraud examiner does and everything the fraud examiner chooses not to do communicates the value and character of the brand Association of Certified Fraud Examiners, Inc. 13 of 27

14 Advertising and Public Relations PR is often confused with advertising. Both activities increase visibility to targeted audiences. The distinction is simple: Control Credibility 2018 Association of Certified Fraud Examiners, Inc. 14 of 27

15 Advertising The world has changed. Paid advertising is not the same as PR. A website is a must-have. First place prospects look Must be of the highest quality Fraud examiner controls the website Big part of brand Search engine optimization 2018 Association of Certified Fraud Examiners, Inc. 15 of 27

16 Public Relations Different from advertising PR activities used to influence: Feelings Opinions Beliefs About a company or its products and services Fraud examiner makes it happen 2018 Association of Certified Fraud Examiners, Inc. 16 of 27

17 Critical Elements of Public Relations Objective Audience Message Media Measuring results 2018 Association of Certified Fraud Examiners, Inc. 17 of 27

18 Uses of News Releases Recent or upcoming public speaking engagements Announcing new hires Relocating the business Expanding services offered Obtaining new certifications Awards or honors 2018 Association of Certified Fraud Examiners, Inc. 18 of 27

19 Standards of a News Release Journalistic style Who, what, when, where, why, and how Quotes 2018 Association of Certified Fraud Examiners, Inc. 19 of 27

20 News Release Sample Contact Information News release, special logo, or your firm s logo Body of the Document Who What When Where How End with ### 2018 Association of Certified Fraud Examiners, Inc. 20 of 27

21 Become a Media Source Local, regional, or national news Newspaper, journal, or periodical Social media Credible publication 2018 Association of Certified Fraud Examiners, Inc. 21 of 27

22 Specific Media Relations Opportunities Fraud examiners should be prepared for situations such as: Selling a story idea to the editor Being interviewed by a reporter or staff writer Positioning themselves as an expert resource 2018 Association of Certified Fraud Examiners, Inc. 22 of 27

23 Enhance Professional Profile Teach a class: College Adult-education program Local community Contribute a column or opinion piece to a local newspaper. Join a panel discussion at a conference. Present at a workshop Association of Certified Fraud Examiners, Inc. 23 of 27

24 Before Speaking to the Media Practice communicating the message. Rehearse it. Reduce it to writing, and be clear and concise Association of Certified Fraud Examiners, Inc. 24 of 27

25 Making Good Use of PR Send an article to clients, potential clients, and referral sources on the mailing list. Add the article to the company website. Enclose it with a marketing package when communicating with prospective clients. Include the article listing in the curriculum vitae Association of Certified Fraud Examiners, Inc. 25 of 27

26 Media Relations Develop and maintain a media contact list. Build a relationship with media sources as with clients. Develop a standard news release that can easily be modified. Develop endorsements and quotes from thirdparty sources Association of Certified Fraud Examiners, Inc. 26 of 27

27 Branding and PR: A Hybrid Approach Speeches or presentations Blog posts Special events Sponsorships Online newsletters Trade show booths Websites 2018 Association of Certified Fraud Examiners, Inc. 27 of 27

28 Professional and Public Presentations Market services by giving public and professional presentations. Remember, litigation support is a referral business Association of Certified Fraud Examiners, Inc. 28 of 27

29 Volunteering and Mentoring Guest lecture at a local college or university. Volunteer to serve in various leadership capacities with professional, local chapters Association of Certified Fraud Examiners, Inc. 29 of 27

30 Networking Networking interacting with other people to exchange information and develop contacts, especially to further one s career Not to be confused with branding Objectives: Build a professional network. Develop referrals. Engender trust Association of Certified Fraud Examiners, Inc. 30 of 27

31 Step 1: Find a Niche Focus on a specialty. Specialize in a specific service. Consider the geographic location, location, location Association of Certified Fraud Examiners, Inc. 31 of 27

32 Step 2: Identify Sources of Business Lawyers Investigative firms Accounting firms Government agencies Business owners 2018 Association of Certified Fraud Examiners, Inc. 32 of 27

33 Social network Family Friends Step 3: Understand the Elements of Networking Community and social groups Professional network Professional groups Insiders (e.g., lawyer contacts) Complementary services 2018 Association of Certified Fraud Examiners, Inc. 33 of 27

34 Organized Tracking System Contact resource management (CRM): What to include Frequent contact Consistent contact 2018 Association of Certified Fraud Examiners, Inc. 34 of 27

35 Steps to Building Trust Project confidence and a positive attitude. Make eye contact. Smile with authenticity. Maintain eye contact. Synchronize with the person assume their body language and key words or phrases Association of Certified Fraud Examiners, Inc. 35 of 27

36 How to Be Effective in Building a Network Develop an organized approach. Have a defined plan. Set goals. Develop a plan, work the plan, and plan to work Association of Certified Fraud Examiners, Inc. 36 of 27

37 Leveraging Relationships Invest in the relationship. Be a resource for questions. Mentor or coach. Introduce to others who might be potential clients. Introduce to media contacts. Provide tips on media interviews or article publication. Recommend someone to the media as a resource for possible quotes. Recommend someone as a speaker or panelist Association of Certified Fraud Examiners, Inc. 37 of 27

38 The Invitation Add to contacts list. Do a background search. Find someone who knows the attorney. Make a connection; ask for personal referral Association of Certified Fraud Examiners, Inc. 38 of 27

39 Follow-Up Is Key After the first meeting: Put new contact information into contact database. Send a note not an . Thereafter: Find ways to refer work or strategic partners to key contacts. Monitor referral sources. If the referral is from a previous contact, be sure to thank them, take them to lunch, write a note, etc Association of Certified Fraud Examiners, Inc. 39 of 27

40 The Meeting Send a thank you and meeting confirmation. Obtain initial documents (e.g., complaint). Run a conflict check. Be prepared based on complaint, how would the examiner manage the case? Documents Interviews Claims and strategies Potential problems 2018 Association of Certified Fraud Examiners, Inc. 40 of 27

41 Out of Sight, Out of Mind It s not a one-and-done proposition. Do not miss the chance to physically advertise get out of the office. Never get too busy for public relations and networking. Find different ways to connect everyone is different Association of Certified Fraud Examiners, Inc. 41 of 27

42 Other Networking Tips Continue training in marketing and PR. Attend seminars and workshops. American Marketing Association Association of Accounting Marketers Legal Marketing Association 2018 Association of Certified Fraud Examiners, Inc. 42 of 27

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