Give Clear Directions to Help Referrers Refer By Colin Clerkin
So ... you've done all the hard work to 'Get on Your Referrer's RADAR' now, right? You've got them to Recognise you offer a service they may need, they understand that you're Available to do this, and you have reassured them that you can Deliver Appropriate services to meet their clients' need. Job done, right? Wrong! There is one final step needed to complete the job of getting on their RADAR ... and that is to show your potential referrers just what they need to do to actually make that referral; show them how to Refer to you.
It may seem obvious to you what they need to do to refer, but the easier you make it for referrers to put that referral your way, the greater the likelihood that they will make the decision to direct a referral to you rather than a competitor ...
So ... you've done all the hard work to 'Get on Your Referrer's RADAR' now, right? You've got them to Recognise you offer a service they may need, they understand that you're Available to do this, and you have reassured them that you can Deliver Appropriate services to meet their clients' need. Job done, right? Wrong! There is one final step needed to complete the job of getting on their RADAR ... and that is to show your potential referrers just what they need to do to actually make that referral; show them how to Refer to you.
It may seem obvious to you what they need to do to refer, but the easier you make it for referrers to put that referral your way, the greater the likelihood that they will make the decision to direct a referral to you rather than a competitor ...
This means spelling out to them the steps involved, letting them know exactly what they and their clients should expect from the process. Tell them what information you require from them - at a minimum, this will include the client's name, address, contact details, the nature of their presenting problem and any other details the referrer considers relevant. Let them know if you need a referral letter or a contract completed ahead of commencing work with them, or if a simple phone referral to pass on the details will suffice. If you can create a referral form that breaks down the details of the information that you require to move the referral forward, all the better ... but don't forget to make sure that you have either supplied this to the referrer in some format or you have made the form available on your website for them to download, complete and return to you.
Let referrers know what happens next, once you've received the referral. For my therapy referrals, I explain that I generally look to call the referred client within 48 hours to discuss appointment arrangements (and help reassure the client about the referral, if necessary). I tell them that I will then email or post confirmation of the appointment to the client and referrer, along with some questionnaires (if appropriate) and directions to my consulting rooms. I also outline what happens once therapy has commenced, in terms of feedback on the work completed and when I will invoice them.
There is nothing earth-shattering in this process, nothing outrageously novel or unique. But you'd be surprised how many people don't take this simple step to smooth the path to referrals. This approach allows potential referrers and clients to know what to expect once they begin the process of engaging with me, and this little bit of extra knowledge can be reassuring and facilitating for them. It allows the referrer to explain ahead of time, to their client, what they should expect from my service too, and this offers two benefits: it allows the referrer to appear more knowledgeable to the client, and it eases my contact with the client, as they, on some level, have an expectation that I then reassuringly meet by doing what they've been told to expect I will do. And everybody wins!
Think through the steps you require for your referral processes to work smoothly, and then document these in such a way that making the referral becomes a simple exercise for anyone considering making that referral to you. And then, make sure you make this information available to everyone you engage with who could possibly become a referral partner for your business.
For more ideas about how to grow your business, check out my Business Breakthrough Programme and learn how Mirror Coaching can help you get on your clients' RADAR more effectively.
Let referrers know what happens next, once you've received the referral. For my therapy referrals, I explain that I generally look to call the referred client within 48 hours to discuss appointment arrangements (and help reassure the client about the referral, if necessary). I tell them that I will then email or post confirmation of the appointment to the client and referrer, along with some questionnaires (if appropriate) and directions to my consulting rooms. I also outline what happens once therapy has commenced, in terms of feedback on the work completed and when I will invoice them.
There is nothing earth-shattering in this process, nothing outrageously novel or unique. But you'd be surprised how many people don't take this simple step to smooth the path to referrals. This approach allows potential referrers and clients to know what to expect once they begin the process of engaging with me, and this little bit of extra knowledge can be reassuring and facilitating for them. It allows the referrer to explain ahead of time, to their client, what they should expect from my service too, and this offers two benefits: it allows the referrer to appear more knowledgeable to the client, and it eases my contact with the client, as they, on some level, have an expectation that I then reassuringly meet by doing what they've been told to expect I will do. And everybody wins!
Think through the steps you require for your referral processes to work smoothly, and then document these in such a way that making the referral becomes a simple exercise for anyone considering making that referral to you. And then, make sure you make this information available to everyone you engage with who could possibly become a referral partner for your business.
For more ideas about how to grow your business, check out my Business Breakthrough Programme and learn how Mirror Coaching can help you get on your clients' RADAR more effectively.
photo credit: http://www.flickr.com/photos/lori_greig/5331407245/
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