MHM#16 Meaningful referrer interactions that result in referrals

In last week's article, I focused on reframing "networking",  professional relationships' role in building your caseload, and the three steps to start connecting and building these relationships. I also included a draft email for your use.

As promised in this article, I will focus on developing and nurturing these professional relationships. 

First, how many professional relationships should you aim for? There is no specific number, but I recommend aiming for around 8 referrers you feel aligned with; there is lots of potential to refer back and forth, and you enjoy chatting and spending time with them.  

How to proactively nurture professional relationships

Referrer relationships take time to develop - like any relationship, it takes time to get to know and trust someone. 

There are also several things that need to fall into place:
they need a client they need to refer,
they need to remember you and what you specialise in,
they need to believe you're a good fit for the client, 
the client needs to decide to book an appointment with you.

An important component of building a trusting relationship is "touchpoints." Touchpoints are defined as any interaction you have with a referrer. 

There's a lot of talk about the exact number of touchpoints needed to build a trusting relationship that leads to referrals. From my research, I've found estimates ranging from five to thirteen touchpoints, though conclusive research is hard to find. 

It likely varies depending on the person and the type of interaction. Think about how many times you'd need to interact with someone meaningfully to feel secure enough to refer them to a client.

What is a meaningful touchpoint / interaction? 

A meaningful interaction is anything from which the referrer will get value. They felt it was a positive experience; it added something to their professional/personal life and was a good use of their time. 

For example:

• Inviting them for coffee where the discussion is focused on sharing experiences and ideas on managing a private practice
• Referring them a client
• Share a relevant article with them
• Invite them to a training event
• If you live close by, lock in a regular walk and talk catch up. Spend half the time chatting about anything that pops up and the other half discuss case examples. 
• Invite them to write a joint blog article or create a joint video - this helps them get in front of people who are on your website or social media. 

Your tasks

1. Search for and reach out to complementary solo therapists and invite them to an initial meeting (more info on how to do this here)
2. Set yourself a goal of developing 8 strong, long-lasting professional relationships
3. Plan 7 meaningful interactions with them over 12 months

By proactively creating valuable interactions, over time, you'll build momentum and see referrals come in as a result of your efforts. In the process, you'll probably also create some friendships for life.