The Importance Of Referrals


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The Importance Of Referrals

  1. 1. Primary ObjectiveUnderstanding the impactreferrals have on your practice.
  2. 2. Five Key Topics:1. The Importance of Referrals2. Internal Customer Service Review3. The Referral Brochure4. Using Social Media to Refer5. Internal Marketing Tactics
  3. 3. The Importance of Referrals• The most telling indicator of a practices growth potential is the propensity of its customers to refer its services to their friends and family.• Customers are retained longer and customer acquisition costs are minimized• Customer defections are kept to a minimum
  4. 4. The Importance of ReferralsThe most powerful fact associated with customers makingreferrals is that they are willing to put their reputations on theline. When this happens, the customers are basically becomingthe practices external marketing department.
  5. 5. Two factors related to referrals.1. Trust. Being referred to someone (or someone referring a person to you)comes with an implied endorsement. People dont like risks, and they dontwant to belong to the burned buyers club. So by simply opening themselvesto the idea of asking others who they recommend, they move closer toacceptance and action required to make a buying decision.2. Risk elimination. Essentially the endorsement (or recommendation)eliminates the need for the potential client to look at normal depths withyour products and services. Of course, the risk is not entirelyeliminated, granted. But the normal methods of sales channels andmarketing methods designed to influence, a decision, those are typicallyside-stepped.The bottom line with both of these factors: Risk association and thepotential for loss is minimized when someone gives you a word-of-mouthreferral.
  6. 6. SummaryThey are less likely to be “dentist-hopping”They usually have fewer objectionsThey are more likely to be long-term, loyal patientsThey are pre-screenedIt is more cost effective to market through existing patients
  7. 7. Internal Customer Service Review
  8. 8. How to Improve Customer Service1. Know who is boss – Never forget that the customer pays oursalary and makes your job possible.2. Be a Good Listener– Take the time to identify customer needs byasking questions and concentrating on what the customer is reallysaying3. Identify and Anticipate Needs– Customers dont buy products orservices. They buy good feelings and solutions to problems.
  9. 9. How to Improve Customer Service4. Make customers feel important and appreciated. Treat them asindividuals. Always use their name and find ways to complimentthem, but be sincere. People value sincerity.5. Help customers understand your systems. Take time to explainhow your systems works inside your practice. Be careful that yoursystem doesn’t reduce the human element of your organization.
  10. 10. How to Improve Customer Service6. Appreciate the power of "Yes". Always look for ways to help yourcustomers. When they have a request (as long as it is reasonable)tell them that you can do it.7. Know how to apologize. When something goes wrong, apologize.Its easy and customers like it.8. Give more than expected. Think of ways to elevate yourselfabove the competition.
  11. 11. How to Improve Customer Service9. Get regular feedback. Encourage and welcome suggestions abouthow you could improve.10. Treat each other well. Employees are your internal customersand need a regular dose of appreciation. Thank them and find waysto let them know how important they are.
  12. 12. Ask Yourself One QuestionWould you do business with you?
  13. 13. Marketing to Women
  14. 14. What Do Women Want in Dental CareAccording to the American Academy of Family Physicians(AAFP), 90% of U.S. adult women are responsible for healthcare decisions for themselves and/or members of their family.• 90% influenced by short/or no wait time• Source – 80% personal recommendation, 17% online, 2% yellowpages, 1% billboards• 92% - friendly staff & Doctor• 98% - has referred at least 1 or more friend• 96% - visits once every six months• 75% - influence of office atmosphere* Survey conducted by Moxzee
  15. 15. What DON’T Women Like in Dental Care• Unfriendly Staff & Doctor• Dentist that don’t explain procedures• Dirty or Cluttered office building• Long waiting time• Hidden fees• Hard to contact• Not up-to-date with latest technology• Poor Service
  16. 16. Start With Your Office Building• Look around to see if there’s anything that needs to be fixed.• Fresh Coat of Paint – colors: warm colors, rich colors, and soft colors.• Make sure Office smells good• Fresh flowers• Clean Bathrooms• Play area for kids• Updated Magazines• It’s the little things they remember
  17. 17. How to Ask for Referrals
  18. 18. Has someone ever asked you for a referral? Did itgo something like this: "Hey Mary, by chancewould you know someone who could benefit frommy services?" Mary thinks about it and eventuallysays, "Well, not off the top of my head, but Ill keepthinking about it."Posing the question this way has a 90% chance offailing. Why? It’s to broad.People need a frame of reference to help them narrow down potential referralcandidates.Get Personal. By knowing your customers likes and interests, it allows you tonarrow down the field. This is far more effective , and your request will staywith them long after youve asked it because they’ll visualize your services withmuch greater intensity.
  19. 19. The Referral Brochure
  20. 20. The Benefits of a Referral Brochure• Provides more information than a business card• Makes a lasting impression with powerful imagery• Eliminates complicated verbal scripts• Provides an incentive for potential clients
  21. 21. Easy as 1-2-3-4Step 1 – Patient finishes dental servicesStep 2 – Doctor or Staff member asks patient for referralsStep 3 – Staff member explains referral brochure and gives topatientStep 4 – Track referrals internally
  22. 22. Using Social Media to Refer
  23. 23. How Often Do Women Use the InternetThe most important needs for women revolve around personalgrowth, as well as their interdependencies on others in theirsocial circle. • Women purchase more things on the internet than men do • 76% spend time on social media websites. • On average women spend 5.5 hours a month on social media websites.
  24. 24. What Do Women Use Social Media For?Women use social networking tools to make connections, while menuse them to raise their status.
  25. 25. Top five ways women use social media: • News/Politics • Technology/Gadgets • Cars • Careers/Business/Personal Finance • Health/Wellness – Doctors, Dentists, Beauty
  26. 26. What type of information is being shared? • Personal Recommendations • Tips & Advice • Photos & News • Deals & Savings
  27. 27. Internal Marketing Tactics• Display in office thanking everyone who referred for that month. (picture)• Rewarding staff for referrals• Free samples• Handwritten thank you notes• Patient Gifts (Flowers, tickets to events, gift certificates)• Occasion cards (Birthdays, get well, condolences, congratulations)
  28. 28. Questions and Answers