Want Referrals From Your Dental Staff? ARM Them and CHARM Them!
Many practices overpay for advertising, while neglecting the single MOST effectiveand single LEAST expensivemethod for gaining new clients. Thats right, capitalizing on personal referrals from within your office is the first place to ignite your next big business boom.
It has been estimated time and time again that the average American knows about 250 people. For instance, look outside your office at Jill. Jill knows 250 people. And, on average, about 249 of those people HAVE TEETH..meaning they are a potential client, correct? Now, this is where it gets even more exciting: Everyone in Jills 250 also knows 250 people. Therefore, 250 people x 250 people is 62,500 people, just between who Jill knows, and who they know! Again, the vast majority of which HAVE TEETH.
Question: So, how do I get my staff to create referrals from their 62,500 people?
Answer: ARM them and CHARM them.
1. Are they TRAINED?
I know what you may be thinking. That sounds great, but my staff arent salespeople. They dont have those types of skills. Possibly. Thats why you must first ARM your staff with the training it takes for them to help your business. (Not to mention, I would add that this is yet ANOTHER critical reason why dentists should be hiring people with PEOPLE skills!)
Nevertheless, this is where training comes into play. Millions of businesses have also promoted workers to managers who didnt have managerial skillsso they trained them. The same can be done for training people on interpersonal skills, networking, and even how to introduce someone to the great benefits of YOUR PRACTICE.
People also need to be ARMED with the right tools. Perhaps this includes promotional business cards they possess at all times, with a special offer on the back for first-time customers, that they can hand to anyone they meet. Or, maybe it is a small trinket, toy, or item of candy they can give to children, and say Theres more at Dr. Joness officehe gives these away to kids free every visit!
Question: We all know that just because someone KNOWS how to do something, doesnt mean they will necessarily DO it. How can we motivate people for referrals??
Answer: Thats where the CHARM comes into play.
2. Are they MOTIVATED?
The first knee-jerk reaction in creating any incentive program is money. Sure, that might work.sometimeswith some people. However, one of the first rules of employee motivation is that different things make different people tick. So, a $100 gift certificate may really motivate Susan, but Kevin would really just like an extra day of vacation. Karen might want an award and heart-felt recognition at the year-end banquet, while Steve would LOVE to get YOUR PARKING SPOT for a WEEK (I know, lets not get carried away here!) The bottom-line is this: The creation, communication, and implementation of a program, is what determines its success. A program should have a start an end date, clear instructions, a tracking method, and an award recognition that motivates that particular team or individual.
Question: What steps should be taken to put an idea into action?
Answer: Follow This 8 Step Program:
1. Decide that your business can benefit by the amazing potential of staff referrals.\r 2. Provide your staff the training, tools, and resources to succeed.\r 3. Devise a program structure, either on your own or with the help of a professional.\r 4. Communicate the program to your staff.\r 5. Track the program meticulously.\r 6. Award your employees by touching their heart, mind, or wallet.\r 7. Make any changes/improvements deemed necessary\r 8. Re-evaluate the costs of traditional advertising vs. benefits of referrals.
The Bottom Line!
If each of your employees brought in just one new referral per year, how much revenue would that mean to your practice? What if the outgoing employeethe contest winnersbrought in 20 just by themselves? And, what if those customers turned out to be lifelong clients? How much revenue would THAT mean to you over the life of your business? Lastly, how much money could you save from other costly forms of advertising while bringing in more clients?? The benefits are great, while the cost and effort is minimal. Capitalize on your staff referrals right away.
Andy Masters has written 3 books, earned 4 degrees, and is a member of the National Speakers Association (NSA). Andy is President of Masters Performance Improvement, which helps businesses through customized training and consulting solutions. Contact Andys office directly at 314-368-2250 or email andy@mpispeaking.com for speaking/training availability.
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