Always Deliver on Your Promise ... By Colin Clerkin
So you've done the initial "hard" work to get on your potential new referrers' R.A.D.A.R., as outlined in my earlier posts expanding on this favourite marketing mantra of mine(!). Your service has achieved some recognition with them and they have seen that your service is available to meet their clients' needs within a timeframe that is acceptable ... and so a first referral from them lands on your desk.
Congratulations, you are on your way! However, you'd be wrong to think that you've cracked it at this stage, because up to this, all you've been doing is raising your profile. Now ... you have to prove yourself worthy. Now that you've received this first referral from your new referral partner, if you want them to consider you for further referrals in the future, you actually have to deliver on the promise of your original message.
How do you do this? Quite simply, you do exactly what you have told them you will do for their client ... and more. If you've told them you'll offer an initial appointment within 48 hours of the referral, you offer that initial appointment within 48 hours. If you've explained that you'll provide a written initial assessment following the first meeting with the client, you make sure that you get that off to them within a day of seeing their client. If you created any additional expectations of the service that you will provide to their clients, you make damn sure that you meet those expectations ... and more!
Indeed, over-delivery, if it is at all possible, should be your ultimate goal for your service. If you've said you would write to the client with an appointment, telephone them instead and make the arrangements in person, following up with a confirmation letter, copied to the referrer. If you've agreed to submit an end-of-treatment report, contact the referrer a few sessions into the treatment phase to give them an update (again, a telephone call is better for this than a letter, as it allows for that personal contact that builds your recognition and establishes a relationship that you can build on in the future). Provide your client with additional resources over and above your sessional interaction, such as some take-away literature on their problem presentation that allows them to have a better understanding of why they are having the difficulties they are having and how the treatment you are presenting to them can relieve this.
Over-deliver, and keep your referrer updated on progress across your involvement with their client so that they can clearly see that you are fulfilling the promise that your early contact offered to them. In doing so, you allow them to feel positive about their decision to give your service a chance; you help them to look good in the eyes of their client, who had relied on them to find them someone who could meet their needs; and, most importantly for you and your service, you increase significantly the likelihood that they will refer to you the next time they have someone in front of them who is in need of the type of services you provide. DELIVERY is probably the most critical component of my R.A.D.A.R. message ... get this right, and all your efforts to be noticed (and bring in more referrals) will pay off, over and over again.
For more ideas about how to build your business, check out my Business Breakthrough Programme and learn how Mirror Coaching can help you to maximise your referrals and grow a sustainable practice.
So you've done the initial "hard" work to get on your potential new referrers' R.A.D.A.R., as outlined in my earlier posts expanding on this favourite marketing mantra of mine(!). Your service has achieved some recognition with them and they have seen that your service is available to meet their clients' needs within a timeframe that is acceptable ... and so a first referral from them lands on your desk.
Congratulations, you are on your way! However, you'd be wrong to think that you've cracked it at this stage, because up to this, all you've been doing is raising your profile. Now ... you have to prove yourself worthy. Now that you've received this first referral from your new referral partner, if you want them to consider you for further referrals in the future, you actually have to deliver on the promise of your original message.
How do you do this? Quite simply, you do exactly what you have told them you will do for their client ... and more. If you've told them you'll offer an initial appointment within 48 hours of the referral, you offer that initial appointment within 48 hours. If you've explained that you'll provide a written initial assessment following the first meeting with the client, you make sure that you get that off to them within a day of seeing their client. If you created any additional expectations of the service that you will provide to their clients, you make damn sure that you meet those expectations ... and more!
Indeed, over-delivery, if it is at all possible, should be your ultimate goal for your service. If you've said you would write to the client with an appointment, telephone them instead and make the arrangements in person, following up with a confirmation letter, copied to the referrer. If you've agreed to submit an end-of-treatment report, contact the referrer a few sessions into the treatment phase to give them an update (again, a telephone call is better for this than a letter, as it allows for that personal contact that builds your recognition and establishes a relationship that you can build on in the future). Provide your client with additional resources over and above your sessional interaction, such as some take-away literature on their problem presentation that allows them to have a better understanding of why they are having the difficulties they are having and how the treatment you are presenting to them can relieve this.
Over-deliver, and keep your referrer updated on progress across your involvement with their client so that they can clearly see that you are fulfilling the promise that your early contact offered to them. In doing so, you allow them to feel positive about their decision to give your service a chance; you help them to look good in the eyes of their client, who had relied on them to find them someone who could meet their needs; and, most importantly for you and your service, you increase significantly the likelihood that they will refer to you the next time they have someone in front of them who is in need of the type of services you provide. DELIVERY is probably the most critical component of my R.A.D.A.R. message ... get this right, and all your efforts to be noticed (and bring in more referrals) will pay off, over and over again.
For more ideas about how to build your business, check out my Business Breakthrough Programme and learn how Mirror Coaching can help you to maximise your referrals and grow a sustainable practice.
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