The Top Ten Strategies that Generate Referrals
A checklist of action steps that increase referrals
1. Articulate your basic message.
Know how to speak about the essence of who you are and what you do--an essential step that creates a lasting result.
Have a fifteen-secon 252h721c d self-introduction that attracts referrals--your basic message.
Get sponsored by organizations and speak to their members--on message.
Write a valuable, monthly practice letter for existing clients--on message.
Write a manual or booklet that expands your message; self publish; use it as the text for your workshops.
2. Focus on the benefits.
Too many therapists focus on promoting the features of their practice--their degrees and training. Potential clients want to know about benefits--the results they can expect.
Think about the ways you have specifically helped clients "as evidenced by."
Have several success stories you can talk about.
Design your promotional materials to identify the solutions you offer.
Use language that reflects what your clients want versus what you think they need.
3. Overcome the initial barriers to therapy.
Make it easier for clients to first connect with you.
Give a free, "high touch" introduction or preview of your work.
Host gatherings of your colleagues and teach them what you know.
Instead of a printed brochure, offer a twenty-minute "living brochure."
Develop a mailing list of potential clients and send them your free practice newsletter every six months.
4. Ask for the referral.
You need to let others know that you welcome referrals. Asking for referrals is a legitimate way to communicate your business needs.
Identify your ideal client profile, so that you know the type of clients you want to attract.
Practice saying, "I have some openings in my practice I am looking to fill."
Include the following on your policy sheet: "I welcome referrals, which signify feelings of satisfaction and trust in my services".
Ask the universe for referrals.
5. Leverage your marketing time.
Marketing means educating others about your services. Use your time efficiently by educating more people using less effort.
Meet and cultivate four "practice angels"--those influential people who are well connected in your community and can make multiple referrals.
Identify your current referral network--list your existing and past clients and who originally sent them to you.
Become a referral source--expand your Rolodex by getting to know fifty professionals who provide services your clients might need (in the process you expand the network of people who know about your services, too).
Create your own advisory board; surround yourself with those who encourage your success.
6. Diversify.
When generating referrals, it's not always who you know; it's also how many you know. Enlarge your network and expand your menu of services.
Develop multiple profit centers and revenue streams--become a "cross trainer."
Cultivate flexibility and diversity in your professional network.
Read outside your field; join groups outside your profession; develop more hobbies.
Package your services in at least five different ways; create a menu of options for new clients.
7. Go beyond competency.
To generate referrals in a highly competitive marketplace, you must be highly skilled.
Become truly excellent in one aspect of your practice.
Invest at least 5 percent of your annual revenue in training and development to maintain excellence.
Lead with your strengths--orient your practice around your area of greatest expertise.
Niche your services by the outcomes you deliver, instead of by the issues you address.
8. Continually add value.
Existing and former clients will be a source of referrals if they perceive a high value of service in your practice.
Enrich your menu of services each year.
Articulate the added value to others--don't keep it a secret.
Develop a full-service personal-growth practice.
Anticipate your clients' future needs and be one step ahead of them.
9. Help clients to end therapy successfully.
Treat each client as a long-term relationship, not a short-term cash flow. Good endings generate future referrals.
Educate your clients about how they can get the most out of their time in therapy with you.
Help clients leave without shame or guilt--support all termination.
Let clients know your policy about supporting termination during their first session.
Act as if you have a waiting list, even when you don't.
10. Become a model of the services you offer.
The more attractive you are as a professional, the more you will attract your ideal clients.
Get all your personal needs met outside of your practice.
Be on a strong financial track.
Get excellent clinical supervision and business coaching.
Find solutions for all the complaints you have regarding your work.
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