referral connections

Referral connections: What to say to a potential referrer

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Suppose you have identified a prospective referrer. You have set up the first meeting. What do you actually want to say? Where do you want to start an introduction? What is your plan for referral connections? How do you help a new referrer become a fan of your whole organization?

Be yourself: Build a relationship

First, focus on being yourself and letting the referrer get to know you. The therapy business is so much about the quality of the relationship that we should never be too eager to deviate far from that central theme. Referrers are not as interested in your programs as they are in who they perceive you to be. From a referrer’s point of view, if you are pleasant and enjoyable enough over lunch, you probably will be okay as a therapist. So stay in comfortable territory. Tell plenty of stories that illustrate who you are. 

Talk about your services

You do want each referrer to know about specific services you can offer the clients they send. I often made the mistake of being too oriented toward promoting my latest and greatest program. Only later did I realize that I did not do a very good job of actually listening to what my referrer wanted to say.

Of course the referrer may be looking for a specific service. You certainly should address that need as honestly as possible. And there is no need to over-promise. Offer what you can and help referrers find others who can help them with things you are not equipped to handle.

But on the other hand, don’t be afraid to say yes to new areas a referrer may be looking for help with, especially if it is not too far off your beaten path. Once you have committed you are obligated to get the supervision or support needed to actually follow through on providing that quality service. This is one way to broaden your skills.

Tell stories

People like stories, and a story will stick longer than anything else you say. Fortunately, nearly every day we have another story based on what happens in our therapy, which we can use to illustrate the relevance of what we do to the needs of a referrer. I never hesitate to use a case to illustrate a point, of course making sure I do not give enough details to ever identify the actual client. I might say, “Yesterday I met with someone who had the same difficulty as the person you are talking about, and here is what I did . . . .” The point is that I want to show them that I know about the cases they are considering referring and yet I am respectful and helpful to both my client and the referrer.

The six-month window

When you are new to an area and just starting out, referrers expect you to show up soon after arrival. They want to see you within that first six months. And when you do make contact, you are sending the powerful message that “You are so important to me that I made it a priority to visit you soon after my arrival.” 

An example from my attorney

My attorney of many years retired and passed his practice on to a younger associate, Robin, whom I had never met. I wondered how long it would take the new associate to visit me. Turns out about two months. Robin came to my office and was very pleasant and likable. She clearly had studied who I was and what we did. She sent me a follow-up thank-you email.

A month later she sent me two tickets to a Cubs game, just as her now retired senior partner had done for years. The transition of loyalty was complete. I felt valued, and the message Robin had conveyed was that I was going to get the same high quality of care I had been used to with her former partner. And I have not been disappointed; in subsequent interactions she has been all she seemed to be from those early encounters. Referral connections becoming deeper.

If you are brand-new to a firm, referrers will want to know where you came from and why you joined the organization you did, what attracted you, and what your early experiences have been. And this is exactly what you should be telling them. But the window is only there for a few months. If you show up a year or two later, the referrer is thinking I guess I’m not that important to you, ’cause it sure took you long enough to come by.

Some personal examples

When I began my practice many years ago I thought a logical place for me to begin was with clergy. I had been a youth worker in a couple of churches prior to graduate school. I quickly discovered that while I was interested in clergy, they were not much interested in me. They were suspicious of all therapists because they had seen so many therapists come and go in the community. Clearly they wondered if my interest was just temporary like the rest.

I realized I needed to stick it out for the long haul. One of my early marketing efforts was to serve as the secretary for the ministerial organization in town. That way I knew they would open my mailings. Even with that effort I felt I was never fully accepted as a permanent member of the community until about five years of regular attendance at their monthly meetings. Yes, five long years.

Momentum grows if you lay the foundation

Then, after about ten years in town, one of the clergy called me and invited me to a monthly breakfast with four or five clergy from the larger churches in town. I had not been aware that they had been having a book group.  Apparently at one meeting an idea for an ecumenical marital workshop came up. Of all the therapists in town, they invited me to come to see if I could help them with their workshop idea. My colleagues and I provided an annual marital workshop for their church members every February for ten years. 

Other things came out of those breakfast meetings as well, for example, an invitation to facilitate a church’s small group discussion on gays in the church. Another was the opportunity to lead a large church staff on a retreat regarding changes in family life. None of these would have happened without years of faithfully attending meetings and going to breakfasts with these pastors. “Good luck” happens to those who consistently show up over the years.

Room for the spontaneous

Here is a list of non-planned for, some “spontaneous” marketing opportunities that occurred in one especially intense month. Fortunately, most months have not been that busy:

  1. October 8 – With two weeks’ warning, a local church called to ask me to fill in for a therapist who had canceled. The talk was on marital friendship. Sixteen people came.
  2. October 17 – I had a few minutes as I was driving by a large Catholic church. I decided to stop in to meet the new priest who had just come to that parish. He was ill, but I ran into the assistant priest and one of the sisters. We chatted for ten minutes. 
  3. October 19 – We had recently hired a new support staff person. Though we did not know it at the time of hiring, her mother was the assistant principal at a nearby Catholic high school. With four of my colleagues, we met with the social work/guidance staff at the high school for thirty minutes.
  4. October 24 – While visiting a client at the inpatient unit of a local hospital, I spontaneously introduced myself to a new child and adolescent psychiatrist I had heard of but not yet met. We chatted for two or three minutes. I followed up with a note.
  5. October 27 – With about one month’s notice, one of my clients asked if I would represent our center at a health fair that her church was offering the community. I invited another colleague to join me. We spent Saturday from 10 am to 1 pm at the fair.

Also read:

Developing Referrer Relationships

 

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