Asking for Referrals

by Tyson Steele

Asking for referrals is the least expensive, most effective way to attract the right kind of new patients to your practice. Unfortunately, however, many of us suffer from the dreaded "can't-ask-for-a-referral-because-I'll-look-like-I'm-begging" syndrome. The potential consequences of this most virulent condition are too numerous to list but include reduced profitability, lower staff salaries and even the possible purchase of a Geo Tracker.

Fortunately, however, we have found a cure!

It all has to do with a bike race. You see, it seems that a popular Seattle to Portland bicycle race used to hold a lottery for participants. Thousands of people would send in a ticket hoping win a slot in the race, which limited the number of riders allowed to enter. The lucky winners received a coveted slot in the race.

This year, however, race officials quit using the lottery system and provided slots to any and all potential riders. The result -- the worst turn out in race history! No one was even interested.

So, how can you cure the dreaded "can't-ask-for-a-referral-because-I'll-look-like-I'm-begging" syndrome? The answer is simple: Don't beg! Use the lottery principle!

Simply explain to your best patients that you are currently taking new patients and that if they have friends or family members who would like to attend your practice, now would be a good time for them to call.

You're not begging -- you're informing. And patients are more likely to refer when they understand that you currently do take new patients and that someday you may not.