By Natalie J. Armstrong,
www.MarketingMediation.com

Finding a Niche 
Mediators and arbitrators, when determining the goals and aspirations of their practices, need to consider whether or not their practice will be one of a specialized or generalized nature. The arguments go both ways (and usually loudly).

Many practitioners (as well and advocates and their clients) are under the opinion that anyone with court approved training in the processes of ADR can hear any kind of case under the sun. Most of these folks reason that if a practitioner fully understands the processes of ADR, the content of the hearing is moot. That their communication skills will allow them to lead the parties to a settlement or that their common sense or their understanding of the law will allow them to rule appropriately.

The other side of the argument goes something like this. In a world where every aspect of our lives is evolving toward a specialist’s society, ranging from physicians to real estate, and from construction to psychotherapy, our ADR practitioners should follow suit. That a case based in a subject of complexity will require a provider with a background that allows them to understand the details presented to them. That, in effect, they should speak the language of the parties as well as have a deep understanding of the ADR process.

Both have valid points. Both are usually adamant about their opinion. And both can become successful in the field of Alternative (or Appropriate) Dispute Resolution.

However, from a practice development point of view, I can tell you that it much easier to promote a specialty practice and here’s why.

If you’ve had a long or distinguished career that has earned you the respect of your peers, you’re a much easier “sell” to your target market than to a target market who knows nothing of you or your background.

You therefore garner more respect with little regard to the attorney vs. non-attorney status.

• You can easily identify your target market.
• You can more easily identify your target market’s needs and concerns, as well as being more intoned to various underlying issues.
• You probably already belong to the right associations and organizations or have served them in some capacity which will allow you a faster rate of acceptance within your target market.
• All in all as a marketing representative of ADR providers around the globe I recommend staying within your field of expertise.

For those providers who’s background does not provide them a singular and powerful presence in within their target market choose a niche within the ADR industry that is related to some specific portion of your resume and establish yourself as the premier provider for that selected target market.
Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.