What I Would Do if I Were Starting a Practice from Scratch.

The Reciprocal Referrals Approach - a topic we explore in The Art of Inspiring Referrals Workshop.

Picture this: you are a fantastic chiropractor, new to the area, and yet people just don’t yet know that you exist. You already know that your practice will be wildly successful (because you invested in coaching from Craig Foote from the very beginning. 😉)

So, acting as if this is the reality, you will need to know who the best people in the area are to work with. Who’s the best physio, gym, naturopath, integrative GP, masseuse, podiatrist, psychologist and acupuncturist? Who is the best radiology centre if you don’t have an X-ray machine? (Alternatively, you also need to know who the people that you DO NOT WANT TO WORK WITH. Not everyone will want to work with you, so it’s best to find out from the get-go who they are as well.) 

Back to the desired allied health people- your future clients will need their services at some point, and you want them to be well taken care of. 

These people are the ones to whom you will one day refer your clients.

Here are the best questions to ask.

❤️ Is there something you love to see in your practice or business? 

🤩 What is your ideal client?

📢 What are you best known for?

❌ Is there anything that you don’t wish to see in your practice? A particular ailment or demographic?

🥾 If I were to refer my clients to you, could you please walk me through what they can expect when they contact you and visit your business?

😥 What are your most significant challenges in running your business? Is there anything I need to be aware of in this area?

🛜 Who are the other people and businesses you enjoy working with, and should I also reach out to them?

🤷‍♂️ What chiropractor do you currently see?

Did you notice anything different about these questions? Not one of them was about you!

The famous Zig Ziglar once said, “You can have everything in life you want, if you will just help other people get what they want.”

If you can identify the challenges they face in their business and understand what they aspire to achieve, you simply have to present yourself and your services to bridge the gap. 

Now the next bit is the most important.

They will ask about your business. “The law of Reciprocation”

They will likely ask similar questions, so you’d best be ready to answer. 

Here’s my response to a gym owner.

Is there something you love to see in your practice or business? 

I love seeing people who want to improve their health without relying on drugs or surgery. I specialise in assisting people with making the transition from pain and injury to wellness and performance maintenance for life.

What is your ideal client?

Whilst we see many families in our practice, our ideal client is mums in their late 20s to early 30s who have a family and want to make good health decisions for themselves and their family. They may be stressed and tired and struggle with implementing a health regime that is in balance with their other responsibilities.

What are you best known for?

I’m best known for seeing people wanting natural health without drugs and surgery who wish to remain active as they age. I also love seeing children, as we can pick up imbalances from an early age and prevent adult issues altogether.

Is there anything that you don’t wish to see in your practice? A particular ailment or demographic?

We have challenges with people who want a rapid “fix “without making changes to their lifestyle. Also even though my last name is Foote, I struggle with people with plantar fasciitis.

If I were to refer my clients to you, could you please walk me through what they can expect when they contact you and visit your business?

As you probably found when you first saw your chiropractor, we start by asking a lot of questions about what you want to achieve with your health. We go through an in-depth history looking at trauma and challenges over their life. We review old scans and X-rays and then we do a chiropractic, neurological and orthopaedic exam. This is something which people often report is exceptionally thorough- more than they expect. If we think X-rays are required, we get those done in-house (or send them away). I then review everything in detail and present them with a customised plan of attack specifically tailored to their needs. We then work with them according to that plan and conduct regular reviews to ensure they are making progress.

What are your most significant challenges in running your business? Is there anything I need to be aware of in this area?

Our biggest challenge is that we are new to this area and are not yet aware of who we should be referring to or working with.

You get the idea. You may even notice that I don’t discuss the results but instead focus on our process. I want to create an itch that can only be scratched as a new patient in your practice.

At this point, the most ideal outcome is to offer a complimentary assessment, allowing them to see for themselves and ensure they are taken care of. At the very least, you could offer to come down and conduct spinal screenings or talks to new members about starting their health journey without getting injured - these are all great “perceived value adds” for the gym and increase member retention. These are issues that often pose a challenge for gyms.

Repeat this approach to everyone on your list.

👣

Dr Craig Foote