Seven Pipelines for Creating Endless Referrals

Seven Pipelines For Creating Endless Referrals
by Jackie Black, Ph.D. and David Steele, M.A.

The number one goal of most private practice professionals is to GET CLIENTS, and by far, the most effective way to get clients is WORD OF MOUTH REFERRALS.

Building your business is about building relationships. People will refer people they know, like, and trust.

The “Endless Referrals Grid” below identifies seven referral pipelines and provides some ideas and suggestions to create your own “Endless Referrals!” Don’t be limited by our suggestions; use these as a start for your own brainstorming.

You can stimulate endless referrals from past and current clients.

You can effectively develop endless referrals from colleagues in your own profession.

You can get endless referrals from people who don't even know you!

Five secrets to success for creating Endless Referrals:

Keep your pipelines open and active

Every new person you meet can be placed in one of the pipelines and be included in referral activities

Look for reasons to stay in touch with those in your pipelines

ASK for referrals

Always thank people who refer to you

Creating a referral-based business is a proven way to create a solid, long-term customer base. It doesn’t happen overnight. It requires learning and practicing new ways to think about yourself, the world and the people in it. It works, and it is well worth the effort!

As Nike says… “Just do it”!

Seven Pipelines for Developing Endless Referrals

Pipeline #1: Current & Former Clients:
Maintain your current and former client contact information in an organized and easily accessible data base for all referral activities

Pipeline # 2: Prospects:
People who already know you; friends and family members; people who have inquired about your services whom you have not yet enrolled; people with whom you have not had any contact in a while

Pipeline #3: Colleagues:
Create and maintain contact information for your colleagues in an organized and easily accessible data base for all referral activities. Update this list frequently. You will be meeting new people all the time. Every new person will be added to one of the pipelines!

Pipeline #4: Complimentary Professionals:
Hint: Ask yourself, “What other needs do my clients have’?

Coaches:
Physicians, Divorce/Family/Bankruptcy/Estate … Lawyers, Mediators, Nutritionists, Clergy, Insurance Agents, Accountants, Real Estate Agents,

Mental Healthcare Professionals:
Physicians, Divorce/Family/Bankruptcy/Estate … Lawyers, Mediators, Nutritionists, Clergy, Insurance Agents, Accountants, Real Estate Agents

Massage Therapists:
Chiropractors, Coaches, Physicians, Mental Healthcare Professionals, Nutritionists, Health Food Stores, Athletic Associations, Gyms, Sports Clubs, Real Estate Agents

Pipeline #5: Organizations:

Service/Civic/Community, Professional, Chambers of Commerce, Welcome Wagons, Schools, Churches, Associations for your complimentary professionals, Chapters of Organizations; University Clubs and Organizations.

Pipeline #6: Public Relations:

Letters to the Editor, Call-in Radio Shows, News Releases, Local Cable TV, Newsletters, E-zines, Tips, Festivals, Trade Shows, Conferences, Announcements about your opening, relocations, additional or change in hours of service, special events or additional services; Watch for stories in local papers about people you know and send letters of congratulations on their accomplishment or achievement; If you read an article in a publication or get an email with specific information pertinent to a particular profession, industry or business, cut it out and mail it to a prospect in that profession, industry or business with a note that you thought this might be of interest to them.

Pipeline #7: Owning Your Niche:

If I say “Hershey’s” what do you think of? If I say “Nike,” what immediately comes to mind? The idea of owning your niche is about becoming so visible in your niche that whenever anyone is talking about your niche or specialty they immediately think of you. Owning your special wisdom is an inside job. Own it from inside you first, then let the world know you are the “go-to person” for that special wisdom!

Some concrete ways to make that happen are books, seminars, public speaking, teaching at colleges, universities, in adult education programs, being a guest on radio and television shows, being included in community panel discussions about issues related to your niche, hosting/sponsoring a community for your niche.

Tips for completing the Endless Referrals Grid

1. Use the grid below to plan your activities for developing your pipeline in each of the seven categories.

2. Be creative and come up with as many referral sources as possible in each category. Add more over time.

3. Feel free to make copies and use as many sheets as you need.

4. Refine your list as you go until you have as many solid, productive referral sources in each pipeline.

5. Be sure to follow up and continue to build your relationship with each referral source over time.