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…it’s about the patient and not you.
So if you’re afraid of asking for referrals, it may be because the referral is really about you. You want more patients. You know it, the referrer will know it. Nobody is going to be very comfortable having a conversation about what the patient can do to market your acupuncture clinic. After all, it’s supposed to be the other way around. You’re the helping professional, not them.
That’s why when you ask for referrals, you shouldn’t really be asking at all. Instead, you’re offering to help their friends and family. You’re helping them help someone they care about.
Keep in mind, they won’t refer all their family and friends. It doesn’t work that way. Just mentioning you and acupuncture out of the blue won’t sell anyone on visiting you. They need to have specific friends and family members in mind. All you need to do is get them thinking about people they have a reason to refer.
Too many practitioners try handing out brochures or cards with the hope that they’ll be passed on. This doesn’t work well, and usually uses up goodwill.
It’s better to get into a conversation about healing in general. You could be talking about how drugs don’t heal, or chronic problems. Maybe talk about imbalances or specific conditions. Then ask the patient if they know someone with that problem that you’re discussing. Maybe you can help them? (If you have the book, look at pages 45-51, and especially page 47 of Never Market Again.)
This approach actually builds up goodwill. You’re giving the patient an opportunity to help someone, instead of asking them to do you a favor.
So ask yourself - are you trying to get more patients, or are you trying to help more people?
They’re actually the same thing with different attitudes. Which attitude is yours?
2 responses so far ↓
1 Juliette Aiyana // Mar 28, 2008 at 7:01 am
Glad to hear that you are feeling better Burton!
In my office we used Microsoft Publisher gift certificate template to create our own Friends & Family voucher for $25 off the first visit (and a note in smaller print that it may not be combined with any other offer or if insurance covers the visit). we print them on regular paper not the expensive card stock, print multiples on one page and cut them out.
We leave them in the waiting room in a brochure stand. Our patients take them and give to co-workers, friends and family. We also tell the patients about the vouchers.
Often patients will say, Can you help my friend with this problem?”
We explain how can help and then tell them to grab a voucher for that person.
We also often include a similar voucher in many of our newsletter e-mails. They can print and cut and/or forward the e-mail to a friend. My front desk staff, keeps the redeemed vouchers and places them into the daily receipt envelope so I can track how well this works. So I can tell you with confidence that, it works very well!
2 Dan // Mar 29, 2008 at 3:00 am
“…are you trying to get more patients, or are you trying to help more people?”
Love that one, Burton. Great post!
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