Referring to Professionals

By nature, most people in the health/care business like to help other people.  You may interact with people during that time when their health, and their lives, have suddenly changed. These times of change are often like uncharted waters and people need guidance.  These people may even seek your input about issues outside your area of expertise.  How do you respond?

We all know the expression that, "We know just enough to be dangerous." In our rapidly changing world, only specialists can keep current in many areas of expertise. To really help people, we need to find a way to refer these people to specialists who can provide competent advice.

The Art of Referrals

For over a decade, Tom Hebrank, the founder of the Center for Lifelong Planning, has relied almost solely on obtaining referrals from financial professionals in building a specialty business focused on LTC planning issues and Medicare health products. Many different techniques for referring business have been tried and much has been learned.  

Most people are surprised to realize that there is a learning curve to becoming effective at referrals.  Those who most quickly become effective are the ones who are proactive in learning about the businesses they are referring people to.  Secondly, they define a process for giving referrals.  Without these steps, most people will just give out a name or hand out a business card.  The Result: 90% of the time nothing happens.  Nothing… and families will continue to suffer the consequences of poor decisions. 

By following a few steps listed here, you will become a better professional at YOUR business and you will also become effective at referring others to obtain professional advice.  First, you have to select a line of business that you may refer people for (elder law, care managers, etc…).  Identify a reputable professional or two in this line of business.  Learn how services are offered in his/her line of business and how services vary from one provider to another. Also, ask these professionals about the different types of clients they serve and the specific needs/issues they resolve. With this knowledge, you are empowered to demonstrate your professionalism to the people you are referring.  When you clearly explain why you refer clients for a particular line of business, your referral starts to have an impact. When you can explain how someone's situation is unique and why they should seek the services of one particular professional, you will be even more effective.

The next newsletter will describe an effective referral process.  By now you can probably guess that just saying a name or handing out a business card is not what will be described.