Referral Sources: Tapping Into a Steady Source of New Clients

by Linda C. Puig

A therapist in California stacks his newsletters in the offices of attorneys and medical professionals he knows. A therapist/coach from Colorado mails his newsletter to local Chamber of Commerce members and places them in coffee shops. A life/corporate coach in Maine has made arrangements to leave her newsletter in her town’s community center, bookstore and natural food store.

Each of these professionals is getting a steady stream of new clients by combining two of the best marketing tools available: newsletters and referral sources.

“Placing my newsletter in the offices of other professionals is doing the trick without me having to go out and do networking lunches and such,” says Greg P., of Pomona, CA. “It’s working better than I ever imagined!”

Following are a few tips for using referral sources to build a full practice:

1. Always get permission. Start with people you already know. You will need to send a letter of introduction to others. Always include a copy of your newsletter.

2. Location matters. The best referral sources are people and places with a consistent physical presence, usually in the form of an office or store in which you can stack your newsletters. Here’s a great tip: Wherever possible, place your stacks of newsletters in an upright clear literature stand.

3. Match clientele. Who are the people or organizations whose customers or clientele are the same demographic as your intended clientele? These are the people you want as referral sources. If you’re a family therapist, try to stack your newsletters in the office of a family law attorney. If you’re a grief coach, try to make your newsletters discreetly available at local mortuaries.

4. Get creative. Consider making arrangements to leave your newsletter with the YMCA, financial advisors, chiropractors, health clubs, churches, massage/physical therapists. Have fun developing new sources.

5. Don’t forget friends & family. They may not have an office, but if they’re your biggest fans, you’ll want to supply them with a few (or more!) to pass around.

6. Easy e-referrals. These are electronic referrals to your website—and eventually to your practice—generated from affiliates and other active partners. E-referrals are a different animal, technologically speaking, but they still come from the same types of sources: those who work with the same folks from which you draw your ideal clientele. Click here to learn more about developing a powerful online presence for your practice.

7. Don’t let NOT having a newsletter stop you! Claire Communications produces a variety of newsletters for busy professionals—therapists, life coaches, business/corporate coaches, consultants and others. If writing and publishing a newsletter isn’t your cup of tea, or if you just don’t have the time, click here to see how we can help you make the most of referral sources and make your practice thrive! (NOTE: All those mentioned in the opening graf of this article use Claire newsletters.)

For more information on Claire’s newsletters and how they can help you build and maintain a thriving practice, click here.

©2005 Claire Communications.

You may reprint this, but it must be complete and include the copyright and the following information: Linda Puig is the president of Claire Communications, a company specializing in newsletters and articles for therapists and coaches.