“Business networking or referral organizations are unethical and I can’t imagine how you could in good faith recommend them for therapists!”
I heard this after I did a recent presentation and I totally understand this therapist’s concern.
A good example is BNI – the world’s largest word of mouth marketing organization.
Usually there is one person per occupation – one financial planner, one personal trainer, one real estate agent..you get the idea. They act as a sales force for each other’s businesses.
For example, I used to be in a group with a decorative cake maker. When I heard someone talking about a special occasion, I asked if they needed a cake. If so, I referred them to Marian.
Do I have to refer someone to the group?
For me, it is wonderful when I can refer my family member, colleague, or client to someone I know, like and trust. We do it all the time anyway. We refer to attorneys, doctors, and other ancillary service providers.
But let me set the record straight, I never refer to anyone that I don’t trust – even if they were in a group with me. Either I have worked with that person or know people who have and have been pleased.
Why would I want to join a business networking group?
Let’s talk about the benefits. In Orange County, CA the average BNI member makes $27,000 a year in referrals from other BNI members. I usually made between $7,000 and $10,000 annually in networking group referrals.
How can I be more successful at networking?
Here are my recommendations:
1) Pick a group that you like – where the other members might be people who also serve your target market.
As always, talk about what you do in a way that the members can really understand what you do and whom you serve.
3) Meet with members outside of the meeting to get to know, like and trust them. (This is one of the best marketing strategies for therapists. We can connect with these referral sources one-on-one just like we do in our work.)
Educate the members on how to give you a referral. Most other people don’t know how to politely refer someone to a therapist. In order to get referrals from your group, you must teach them how to make a referral to you.
What are your experiences with business networking groups? I’d love to hear your comments – what works – what doesn’t? Feel free to post your comments here.
Want more specific details about how to build your business with networking referrals?
We recently did an Exclusive Members Teleseminar called: “How To Build Your Practice by Networking.”
The recording is now in the audio library for Build Your Therapy Practice Exclusive Members.
If you aren’t yet an Exclusive Member, you can join now for 30 days for only $4.95 and past members can rejoin for $27. You can read more about the teleseminars, marketing tips and audio recordings offered in the Exclusive Members Program here.
Bob’s Summer Sale
“Casey, do you have anything I could read over the summer to help me get my marketing geared up for the fall?”
When I received this request from Maria, I told my husband Bob and he said, “Let’s have a sale! We know the Self Study Program has helped numerous therapists build their practices. And we also know this is a slower time for therapists so let’s give them a deal!”
Here is Bob’s special sale. We are currently offering a $50 discount on the Self Study Course until July 31, 2006. This course consists of a 130-page workbook along with 12 audio CDs. In the course and on the audios, I detail the strategies that have been proven to attract more cash-paying clients.
Plus the course comes with a 40-minute consultation with me to personalize the program for you. (A $200 value.)
So, if you want to gear up your marketing this summer, you can order your copy of the Build Your Full and Rewarding Private Practice Self Study Course for only $325 until midnight July 31, 2006 here.
As always, your thoughts and comments are welcome. You can reach me at: Casey@BeAWealthyTherapist.com or post your comment here.
Hope you continue to enjoy the summer!
Blessings to you
P.S.S The Self Study Course also comes with 12 CEUs for CA MFTs and LCSWs.
{ 3 comments… read them below or add one }
Casey–
I have been a member of BNI for about 14 months and have paid for our membership 3 times over in the first year. It only works if you work it! I feel that my job is two fold–educate people about what counseling (I never use the term therapy) means and also downplay the stigma attached. I always talk about “life issues” not problems or mental health issues. The biggest challenge for getting referrals is teaching your fellow members how to turn the conversation to a referral for me without insulting or making the other party angry (like–you need a therapist). It is a great organization with terrific opportunities. I encourage everyone to get involved.
I attend a networking luncheon for our chamber of commerce monthly and not only have I received referrals from members but attendees have become clients. Our luncheons are open to all community business owners and some people show up once and others attend regularly. Our group is superficial in the sense that we don’t have personal relationships but we do know what each other does and basic personality traits. Remember that people you meet have needs, their family members have needs and you are often the answer they’ve been looking for.
When I first moved to Santa Barbara I joined a group that you speak of. While I was in the group, I developed my “mission statement” which you refer to as speaking of what you do in a way that people can understand. Every Tuesday morning at 7:30 am I said what I did to a group of people in less than one minute. This was very helpful because I gained clarity, confidence and a stronger sense of what I was doing at the time. Second, I met a handful of people who each knew another handful of people and so on. I had an open house and over 100 people showed up at my office. This was nine years ago. If I had the party today, over 500 people would probably show up! The group may not have immediately sent me referrals, but they know me and will think of me today…
Networking groups may not bring in the results immediately, but I feel like they open the door to talking about yourself and what you do and provide a structured place to do this. As time passes, these experiences add up and lead to more growth and development.