- Specialize
Only take certain cases. Like the surgeon who claims the ability to perform any operation, the person who says “I can mediate anything” will not be believed. - Study
If you want to become a mediator, at least one 40-hour mediation course is a must. - Speak publicly
Give talks or short seminars at professional and civic organizations. when people go to a talk on mediation and learn something from the presenter (you), they are likely to consider you an expert and think of you when they need an expert mediator. Or they will recommend you as such. - Create a website
Unless you’re already an expert at this, hire a professional. Be sure to include a description of services offered, a sample confidentiality agreement or other forms, a page with your biography, a photo and a variety of channels they can use to contact you. - Don’t leave home without takeaways
When you give a talk, have a stand at the back of the room with information about you. People are likely to notice it on the way out and take the materials with them. - Give away value, not just paper
There’s an old saying, “”Everyone is listening to the same radio station: WII-FM.” WII-FM stands for What’s In It For Me. Provide your potential customers useful information, such as a checklist of questions to use when interviewing a mediator, or advice on how to prepare for a mediation. Put your name and logo on all materials. You will not only be educating people, you’ll be planting a seed that will advertise your business in someone’s home or office for years to come.
Nancy Neal Yeend is a nationally recognized dispute-management strategist and mediator with over 35 years of experience mediating civil cases, including real estate, construction, employment and related business issues. She has mediated for trial and appellate courts and has served as a faculty member of The National Judicial College for 25 years. She will next teach Civil Mediation May 6-10 in Reno. Her numerous publications cover a wide variety of alternative dispute resolution (ADR) topics, including the first national study of appellate ADR in state courts. Her dispute-resolution firm, TES, The End Strategy, is located in Portland, Oregon.
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