Surviving and Thriving in the competitive Australian Investigation Industry

Seven steps to building your own excellent investigation business

Advice by Mike Evans, Australia's foremost investigation trainer.

Step 1. Specialise. When you are starting out you cannot be everything to everyone. You can't be the absolute best SMV, BES, CTP, WC, MVA, PL and surveillance investigator ( it takes 20 years to achieve at least 250 investigations annually). Your largest competitors are doing that right now and most are failing. Select your strength investigation and build your business around that. After you are established as the preferred solution for that area, then slowly expand into the next area. If you are good at surveillance build your investigation business on surveillance. If you are good at Stolen Motor Vehicle Investigation build your business on that. Through specialisation you will become the solution to the needs of organisations who are looking for your service and have the capacity to pay.

Business Building Hint #1. Around Australia right now large investigation agencies are not meeting the Key Performance Indicators of Insurance Companies because they cannot get sub - contract investigators to complete work and return it within the 14 day period required by the Insurer to make decisions on claims, particularly in General Insurance. If you can establish yourself as the specialist solution to the needs of Insurers in your area, you will win business, even though you are not on the Insurer's panel through their tender system.

Step 2. Know your competition. Start building a comprehensive profile of your competitors. Who they are, who they employ, are they established or emerging? Can they retain good investigators, are they winning tenders, or are they struggling to keep a tender they won two years ago? What are their strengths? I guarantee that 65% of what you identify as their strengths will be in your imagination. Study that profile, you will be able to drive a truck through the weaknesses of your competitors. From the weaknesses of your competition you can design a plan to establish, grow and make flourish your investigation business. If your competitor won a tender on size and reputation and you notice they are advertising regularly for investigators instead of looking after developing current investigation talent, you should be in contact with their clients. Write, email, visit send a brochure. Insurers demand a high standard of service delivery, take every opportunity to push your high standards and competitive advantage in step 1 above - specialisation. Don't think the markets needs are satisfied; they are not.

Business Building Hint #2. Concentrate your energy on your strengths. Be the solution to Suncorp's Stolen Motor Vehicle Investigation needs. Be the solution to Workcover's Surveillance needs. Be the solution to the Law Firms Negligence needs. Play to your strengths, it wins sporting events, it wins in business too.

Step 3. Bigger is not better. Have you ever noticed how a pendulum swings. The Investigation Industry in Australia is currently in it's fourth year of a period where Insurers have given work to large investigation agencies. Approximately every five years that trend reverses, and Insurers look for small specialist boutique solutions. It will become obvious in mid 2006, but right now whilst no one has noticed is the time to become that emerging sort after solution, before the bandwagon comes into sight. Why does it swing? Because insurance executives under pressure to reduce costs, save money, deliver better returns; try new things. Claims managers retire, get promoted or sacked, they leave and knowledge goes with them. Over five years the replacements of those persons, will decide that smaller must be better, and we will now appoint panel work to smaller agencies (keep in mind in another five years that will reverse).

Business Building Hint #3. 2006 has potentially the best income potential for General Insurance Investigation in Australia in two decades. With never before seen levels of household debt, high fuel costs and changing industrial relations environments, more people will be tempted to try soft options for increasing income. Stolen Motor Vehicle, Fires and Theft Investigations will increase dramatically and Insurers will respond with investment in investigation.

Step 4. Increase and maintain your profile. Websites, brochures, breakfasts, memberships of associations, newspapers, newsletters, visits. Write articles, get published, speak at seminars. Cause a stir, create a cause, anything at all, but get noticed.

Business Building Hint #4. Separate your business from the ordinary. Most successful investigation agencies in Australia have no marketing expertise. Recently three Investigation Agencies utilising qualified in house marketing professionals have established million dollar a year turnover businesses by daring to approach clients and sell their services. Apart from those three agencies, the rest are like Optometrists in the 1970's. They have no profile, no advertising, are vulnerable to shifting markets, and customers / clients will flock to a solution applicable to today. Walk through your local shopping centre this afternoon, a dynamic exciting, Optometrist will be located in the top five positions in that centre. The rent is a little higher but the return is too. Five years ago those three agencies were one person investigation businesses just like you are now. They are specialists within their capital city in their state.

Step 5. Lead don't follow. Whatever you do in this industry will have your competitors rubbishing you. This will not be factually based, nor based on any weaknesses, because your new, they won't have identified any. That is the best business situation to be in. My competitors are doing it to me today, they were doing it five years ago when I started, and I expect they will do it in ten years time too. Believe it or not clients have a sophisticated understanding of professionalism. Clients also want success with their outcomes and if they view you as the successful emerging solution threatening the ordinary work of their existing providers, they will give you a go.

Business Building Hint #5. Ask for business. I am contacted by ten people a week seeking to start their own business. Their only failing is they expect the business to come to them because they are nice people. That is 520 people a week who wont make it, that you don't have to compete with. Isn't that a refreshing figure.

Step 6. Network. The most successful investigators I have seen grow businesses, get out and contact people. Other investigators, lawyers, claims managers, owners of Investigation Websites. They attend meetings and develop themselves professionally. If you have not studied your profession in the last three years you are like the athlete that does not train. You are getting slower, less responsive and losing your edge. It is amazing what will come to you if you present yourself. What's that quote? 90% of life is just turning up.

Business Building Hint #6. Take action to establish and build your business. Never contact me and tell me what you are going to do. I will laugh at you. If you contact me and tell me what you have achieved I will be impressed and congratulate you.

Step 7. Take advantage. If there is a free offer, free seminar, reduced cost or deal on a qualification, saving on new or emerging technology grab it. If anyone is giving something away, or asking you for business and offering a better deal, get on board. Whilst others are thinking of 100 reasons not to, you are getting further ahead of your competition by being involved.

Business Building Hint #7. Get ahead and stay ahead. Maintain your leadership position by being open to new and emerging solutions. When you shut down and you think you know everything a competitor will gain advantage over you. In investigations if you don't learn something new every day you are not doing your job properly. No two investigations are the same, everything you do is new. That is why sometimes it is challenging. That is a concept your competitors will never know, because they are not seeking this information as you have.

Successful business is a positive state of mind, continuous effort and rewarding outcome with unlimited potential. There is no reason why you cannot be successful. I have personally seen many people develop sustained investigation businesses within niche markets as outlined in the seven steps above. Of the many I have seen, one was blind and one other was deaf. They had more reasons not to achieve success than you, they were not focused on anything else other than what they could do. So what is holding you back with all your advantages?

Mike Evans


Free Email Offer - Want more business? Get the Academy's What you need to know to win Tenders Information Pack - Free. Just email Mike Evans at the Australian Security Academy riskoz@bigpond.com and ask for it!

如何建立你的调查业务

译文(感谢客户文员小顿的翻译)

要在竞争激烈的澳大利亚调查行业中如何使自己的公司生存并兴盛，可通过七个步骤来建立你卓越的调查业务

（作者：Mike evans,澳大利亚最佳调查培训人员）

第一步：专业化。当你刚开始做时，你不能满足所有人的所有目的，你不可能成为绝对最好的SMV,BES,CTP,WC,MVA,PL和监督调查员（这需要20年且每年至少完成250件调查）。你最大的竞争者现在正在做这些，并且大多数人失败了。选择你的调查强项并围绕其建立你的业务。在你成为那个领域的首要人物后，则慢慢扩张到相邻领域。如果你善于监视，则建立关于监视的商务，如果你善于机动车辆失窃调查，则建立与之有关的商务。通过专攻，你将成为那些需要你的服务和有能力支付报酬的组织的首选。

商务建立建议1.在澳大利亚，目前大的调查机构不与保险公司的关键执行者会面了，因为他们不能要求分包合同的调查员完成工作并在保险公司要求的14天内反馈结果，以便保险公司对赔偿申请尤其是在普通保险中作出决定。如果你能在你自己的领域针对保险公司的需要来树立自己专业解决者的形象，你将赢得业务，即使你不是保险公司内部系统里的专门小组的一员。

第二步：了解你的竞争对手。开始为你的竞争者建立一个综合性的简介。他们是谁，雇佣谁，他们是已成立的还是新兴的？他们能留住好的调查员吗？他们赢得投标了吗？或者他们一直持有两年前赢得的投标吗？他们的强项是什么？我保证你认为是他们强项的方面有65％是你想象出来的。研究和分析，你将能在你的竞争对手的弱项上畅通无阻。对于你的弱项，你能设计一个计划来建立、加强并使你的调查业务繁荣。如果你的竞争对手在规模和名气上超过你，你注意到他们定期为调查员做广告而不是照顾现有的发展中的调查天才，你应该与他们的客户联系。写信、写邮件、上门送给其小册子。保险公司需要服务质量高水准，通过步骤一―专攻，抓住每个机会来推广你的高水准和竞争优势。不要认为市场需要已经被满足，它们还没有。

商务建立建议2.将全部精力专注于你的强项。成为Suncorp机动车辆失窃调查解决人员，成为Workcover监视需要的解决人员，成为律师事务所弱项的解决人员。发挥你的强项，你赢得了赛事，也赢得了生意。

第三步：更大不一定更好。你曾经注意到钟摆是怎么摇摆的吗？目前在澳大利亚，调查行业正处在保险公司将其工作委托给大的调查机构这一时期的第四年。近似的，每五年这种趋势会颠倒过来，保险公司寻找小的专业人员来解决问题。这个时候明显将在2006年中期来临，但现在，没人注意到在美名出现前在解决问题后这将变成新兴种类。为什么它摇摆不定？因为保险主管部门迫于压力必须减少成本，节约用钱，递交更好的反馈信息；尝试新事务。Claims经理退休，升迁或被解雇，他们离开了，也带走了知识。超过五年，这些人的职位变迁将决定小调查机构一定更好，我们现在将委派小机构来处理专门工作。（一定要记得五年后这些将颠倒）

商务建立建议3.在澳大利亚在二十年内，2006年是一般保险调查收入潜力最大的一年。以前从未见过这么高的家庭负债、高燃料费用和变化的行业关系环境，更多人将铤而走险来增加收入。机动车辆失窃、纵火和盗窃调查将戏剧性增加，保险公司将不得不对调查加大投入。

第四步：增加和保持你的公司介绍。网络、小册子、早餐、协会会员、报纸、简讯、拜访。写文章、出版、研讨会上的发言。引起波动、制造事件，总之任何能引起注意的事情。

商务建立建议4.把你的商务与普通的商务区分开。在澳大利亚，大多数成功的调查机构没有市场方面的专门知识。近来，三家调查机构利用在房屋市场有资格的专业人员，通过敢于接近客户和出售服务创造了每年百万美元的营业额。除了这三家机构，剩下的象二十世纪七十年代的Optometrists，他们没有公司介绍，没有广告，对变幻的市场而言是非常脆弱的，现在，客户将选择合适的解决机构。今天下午在你们当地的购物中心走了一遍，一个有活力的刺激的消息是，Optometrist将坐落于那个中心前五名的位置。租金稍微高些但回报也更高。五年前那三家机构也是一个人的调查商务，就象你们现在一样。在他们国家他们首都，他们是专业人士。

第五步：不跟随。无论你在这个行业做了什么都将让你的竞争对手瞧不起你。这不是由于事实上你是新手，也不是由于任何弱点，他们不会有任何发现。那是最好的商业条件。我对竞争对手今天对我做了这个，当我开始时他们5年前就在做，我希望他们将在10年内也做。信与不信，客户对专业化有着世故的理解。客户也希望结果成功，如果他们把你看作成功的新兴办法威胁到他们现行供应商的普通工作，他们将让你滚蛋。

商务建立建议5. 寻求业务。我一星期内被10个试图开始他们自己的商务的人联系，他们唯一的失败之处是他们希望业务自己上门因为他们是体面的人。一星期有520个人想做这个，你不需要与之竞争。这不是新鲜的数字。

第六步：网络办公。我见过的最成功的调查员发展商务，走出去与人接触。其他调查员、律师、claims经理、调查网站所有者。他们参加会议并职业化发展自己。如果你最近三年没有加强过自己的专业性，你就像没有锻炼的运动员。你正变得行为更慢、反应更慢并失去你的优势。如果你现在展示你自己，很惊讶将会发生什么。那代表什么？90％的生命只是turn up.

商务建立建议6.为建立自己的业务采取行动。绝对不要联系我并告诉我你将要做什么。我将嘲笑你。如果你与我联系并告诉我你已经完成了什么我将铭记在心并祝贺你。

第七步：发挥优势。如果有一个免费的供应、免费的研讨会、减少资格证书的成本或处理，你就省下一个新的或新兴的技术去抓住它。如果任何人丢弃了某种东西，或者要和你进行商务合作并提供一顿更好的午餐，你要抓住机会。当他人正在考虑100个不去的理由时，你由于加入了，所以已经比你的竞争者走得更远了。

商务建立建议7. 走到前面并始终在前面。通过吸收新的和新兴的解决办法来维持你的领导地位。当你关门大吉，你认为你知道所有事情，竞争者将赢得优势，超过你。在调查中，如果每天你不学习新的东西，你就不能妥善地处理你的工作。没有两个调查案件是一样的，你做的每件事都是新的。那就是为什么有时这是挑战。这是一种你的竞争对手从不知道的概念，因为他们没有象你一样见过这篇报告。

成功的商务是积极的思考、持续的努力和无穷尽的潜能的回报。你为什么不能成功，这没有理由。我个人见过许多人通过执行上面的7个步骤，在niche的市场经营着经久不衰的调查业务，其中一个是盲人并聋了一只耳朵。他们比你有更多的理由不去成功，他们集中精力做他们能做的事。所以是什么阻止了你发挥你的优势？