Ask for Referrals, Subtly and Professionally, with a Newsletter
Whether they come from your own clients or patients or fellow professionals, you probably know that referrals are the key to building your practice. But do you ask for them?
In a recent survey of financial planners, half of those questioned said they have only asked a small percentage of their clients for a referral. And only 20% of these financial advisers reported that seeking referrals is a “regular routine and a key reason of my success.” If accountants, attorneys, physicians, dentists and physical therapists were asked the same questions, we would likely find similar results.
So if referrals are important, why don’t more professionals just ask for them? Most don’t have the time to meet one-on-one with their referral sources. And some may think asking for referrals is pushy.
A more subtle, professional solution is a newsletter. Remember that in the digital age, “newsletter” does not strictly refer to a paper newsletter sent through the mail. Your newsletter can be sent by e-mail—or it may be content you post to a blog or Facebook page that you encourage your patients to read. Regardless of your distribution method, sending valuable information monthly or quarterly is far more professional than sending out coffee mugs or pens with your name on them, and far more subtle than asking someone to refer patients or clients to your practice.
By distributing valuable information, you build an ongoing professional relationship with your clients, patients or referring professionals. Such communication also positions you as a leading authority in your field. Keep your name in front of people regularly, and when the need arises to make a referral, whom are they likely to think of first?
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