INKOVEMA Podcast „Well through time“

#63 – Marketing for mediation – Part 1: Mediators' perspective

How mediators discover their market, approach their clients and offer their services profitably.

In conversation with Dr Isabell Lütkehaus, Imke Trainer and Dr Jürgen von Oertzen

Well through time. The podcast about mediation, conflict coaching and organisational consulting.

Dr Isabell Lütkehaus, Mediator and trainer, Berlin

Imke Trainermediator and trainer, Cologne.

Dr Jürgen von Oertzen, Mediator and trainer, Karlsruhe.

Statements:

„Nobody buys mediation “ (Imke Trainer)

„Always tell people what you are doing when they don’t want to sleep.“ (Isabell Lütkehaus)

„Mediations are more difficult to sell than life insurance, and for a long time they were seen as the final enemy in sales “ (Sascha Weigel)

„Show! Don’t tell.“ (Imke Trainer)

„Most mediators have never been a party to a conflict in mediation themselves. There's something wrong; like the farmer who doesn't eat his own wheat “ (Jürgen von Oertzen)

„Perhaps it is an idea to require participation in a mediation as a mediator as part of the training “ (Sascha Weigel)

What’s it all about?

Mediation can be viewed from many different perspectives. 

Today, we will not be looking to mediation as the saviour of an overburdened justice system. This perspective is – at least for Germany – apparently outdated anyway. Despite the dramatic decline in court cases over the past 15 years, the parties in conflict have by no means flocked to those who have positioned themselves well and close to the courts and called themselves mediators. To all appearances, they have contributed little to this; rather the many trainers who have trained organisational workers and employees in constructive conflict mediation. But that's a thesis for another podcast episode.

Today, we also don't look at mediation as a mission and a way of life that swears almost religiously by a conflict resolution process. Here, the evil, step-fatherly, well, state-fatherly court proceedings sometimes seemed to leave mainly losers behind, so that it did not stand up well in comparison to the young mediation. Court proceedings seemed old-fashioned, downright aggressive compared to mediation, which came along with its mantra of a win-win situation wrapped up in an orange peel. 

No, Today we are talking about mediation as a product and as an economic service that is offered for a fee and thus on a market. 

We are talking about mediation as a service that is offered in a digitalising information and attention economy. People who call themselves mediators and act as salespeople want to use this product to make a living, pay for their car, office, computer, employees, children, family and thus also (further) education for themselves and their own children – and, last but not least, perhaps also pay for a pension.

We want to take mediation out of the Marketing perspective – and have invited three professional and successful mediators to join us on this occasion.

Marketing means creating opportunitiesopportunities to mediate in conflicts. Well, there are certainly enough opportunities in themselves, as there is no shortage of conflicts, but it is about opportunities where the parties to the conflict are ready, able and willing to pay an appropriate fee.

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people and projects mentioned in the podcast: