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WHY
New referrals can come a multitude of ways. Ads, GPs, social media... But the best advertising comes from people who have already experienced us!
If someone were to recommend a movie to you, who are you more likely to listen to and take action on their advice?
Your friend, spouse or family member
An ad on Google
Our current clients have the most lived experience with our culture, practice, treatment pathways and results. It makes sense that these are the people we should be encouraging to invite their friends and family members to experience our level of care.
It also transfers on our core value of #Accountability Experts. What's even better than us practicing what we preach but our clients transfering that learned value onto their community too.
"You are the average of the 5 closest people in your life"
This statement is technically false... to some extent. There is data that actually shows that the influence of people in your life extends much more than your inner circle (5min read).
There is also lots of research to indicate that those with good quality social ties (ie. The people you hang around make healthy choices).
Eg. Christakis and Fowler, found that if a friend of yours becomes obese, you yourself are 45 percent more likely than chance to gain weight over the next two to four years. More surprisingly, however, that if a friend of your friend becomes obese, your likelihood of gaining weight increases by about 20 percent — even if you don’t know that friend of a friend. The effect continues one more person out. If a friend of the friend of your friend develops obesity, you are still 10 percent more likely than random chance to gain weight as well.
Raises status in tribe: Eg. recommending amazing restaurants. People will say thank you so much for recommending this!
To boost ego and/or self worth (a core human need) Eg. "I have been doing exercise with the Exercise Physiologist for the last 3 months now and feel amazing!"
Similar to above, when we recommend our favourite stuff to others we’re indirectly telling them, “This is who I am.” This is a validation of beliefs.
Genuine desire to help us or you as a practitioner
Less psychological reasons below in this data on WHY someone recommends a product or service
There are many intrinsic reasons why someone may refer a friend to us, these include:
HOW
The basic process is
Cue (ie. The right time and place)
Script
Follow up
Acknowledge
1. Cue
We want a WOM referral to be organic and natural as possible, otherwise asking for a referral will sound awkward.
People are more likely to listen and help you when... You have helped them!
egs.
Client achieves goal or work cover client discharged
Client reaches a milestone
Genuine emotion is showed towards your care or service
Client says "Thank you"
Pre Frame the question...
If you find it hard to pick up these cues from a client (Some people hold their emotions close to them). You can pre frame a question to elicit one of the cues above
eg.
You: "how are you feeling after today's session from when you first presented here?"
Client: "omg so much better, thank you"
2. Script
You:
"Great that [You are happy with how you're going/have progressed you back to your 10k runs/etc.] Jack -
as we have had such an awesome result I was wondering if you could please do me a favour?
We love helping people get back to (insert activity) and as a small business we rely on WOM referrals to help us to help more people, if you know of someone who may be going through similar difficulties to you I would love you to pass on my details -
I am more than happy to jump onto a call with them and see if we can help (they may never call/even if they do you can always help but we found it can help to remove barriers for people who get a nudge from a friend)"
Client:
"Sure I would be happy to help/I have someone in mind"
You:
"Great! to make it easy for you take this one card and give this to who you have in mind. I'll check in with you in your next appointment but i'm sure they will call"
3. Follow Up
The Three ways you will follow up after your interaction with client regarding a word of mouth referral
Check in with client
- During their next appointment
"I just wanted to see if you were able to pass your card to anyone in particular or if there are any names I need to look out for over the phone?"
- Over the phone (If they did not have another appointment)
" Hi NAME, I just wanted to check in to see how you were going and again to say how well you have done. Do you remember our conversation we had and if you were able to pass your card to anyone in particular or if there are any names I need to look out for over the phone?"
Follow up call with potential client/WOM referral
- Go through normal conversation (eg. ask about their primary concern, ask how it affects them, provide solution, engage and book in/follow up)
Client's WOM referral books in with adminAcknowledge
4. Acknowledge
- Write a hand written thank you letter and send it to their home address
- We budget up to $30 for a thank you present if you know something they would personally love
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