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EXECUTION Could use input re Cold Call approach

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jb5150

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Jun 18, 2016
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I run a trauma psychotherapy clinic, and I am looking to expand across my state/province. What we do is offer a no fee (free) trauma counselling to anyone who has been involved in a vehicle accident. I am able to provide this due to the fact we have one government funded auto insurance provider.

There aren't many people working within this niche. Currently I have 5 practitioners working for me in their own space, and as already mentioned I am looking to expand. But for that, we need more referral partners. These are occupational therapists, physio therapists, kinesiologists, medical doctors and basically anyone coming into contact with someone who has been involved in a car accident. We have scale as well in that we offer tele therapy.

That said, I am struggling a bit getting out to clinics due to Covid (most clinics are operating on a by-appointment only basis).

So for the time being to build my referral trough/parternships I am left to online outreach.

Here is what I have done:

-created an email template, which I personalize for each clinic we reach out to. The subject line is typically "No fee (direct bill) MVA trauma psychotherapy". Most rehab professionals understand MVA = motor vehicle accident, and many of them find direct billing appealing as it saves them they bother to seek funding for their clients.
-created a poster for fax, and email (upon request) that outlines our service and how we help clinics by:

1. Help speed-up the recovery of their clients/patients
2. Help reduce workload of clinicians in that the emotional/psychological healing is left to us
3. Possibility for future referral partnership (I don't want to make any solid promises on this)

My assistant and I are fixing to contact via LinkedIn (where possible), in addition to email, fax, and cold calls. For some clinics we have treated, or are treating clients (we started keeping a database holding all rehab professionals tending to that client).

Now I want to focus on cold calls.

The reality is a 2nd or 3rd person will be answering our calls. Usually a medical office assistant or secretary etc.

I figure it's best to go straight to identifying ourselves, and a prominent title will have the best chance of receiving attention: Clinic manager/director

It would be ideal to infer that we are (or have) treated a client of the clinics. So if we have that opportunity naturally we'll use it. But many clinics will be new to us. So for this I am wondering if we should simply ask straight away to speak with the clinic director. Assuming in almost 10/10 cases we don't be passed on, at least we can then ask for their contact information.

I am also thinking we should include the pitch (What's in it for them) within those first few moments, something to the likes of:

"Our clinic partners are typically looking to relieve car accident clients of their emotional distress thereby helping them get functional again. Does that sound like what your clinic helps clients work toward?"

Perhaps this should precede us asking to speak with the clinic director.

At any rate, assuming we don't get through, we will then follow-up with an email mentioning that we just reached out to the clinic and offering ways we can help them improve the quality of care of their clients or patients.


I am hoping to get some guidance with respect to my approach as its the first time venturing into cold calling. I know about A A A (Act. Assess. Adjust), and of course things will get tweaked and streamlined along the way.

I am just not sure if there's a more efficient and attention grabbing approach to improve my chances of generating leads.
 

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Primeperiwinkle

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You sound extremely professional, detached, and clinical in this post. That approach will not help you to create or maintain solid relationships with referral partners.

I’m curious how you attracted the practitioners you have working for you, what they say about you, and if they’re motivated to increase the business. They should be pulling in new clients regularly. If they’re not then “enlisting” them (instilling enthusiasm, casting a vision, setting up meet and greets and modeling charisma) to go out and develop contacts with people should be part of your approach.

I think the most important thing is to offer clear benefits to other successful businesses and help support them by offering real concern for their business models, real appreciation for what they do, and real referrals directly to them. Once a good business is getting referrals from your office they will take notice and start sending you some.
Everyone in the health services you mentioned, especially if they have their own successful business, is going to understand the importance of referrals.

I think it would behoove you to refrain from thinking of this as “pitching” and instead think of it as forming relationships. Write your emails accordingly.
 

jb5150

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Jun 18, 2016
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You sound extremely professional, detached, and clinical in this post. That approach will not help you to create or maintain solid relationships with referral partners.
The clinical part of this thread was to provide context as to the service we offer, for the benefit of the readers here.
I’m curious how you attracted the practitioners you have working for you, what they say about you, and if they’re motivated to increase the business. They should be pulling in new clients regularly. If they’re not then “enlisting” them (instilling enthusiasm, casting a vision, setting up meet and greets and modeling charisma) to go out and develop contacts with people should be part of your approach.

So I am the referral source. The practitioners I currently responded from ads on Indeed. Think of them as contractors who have their own practice - most psychotherapists are either disinterested in the entrepreneurial end of things, or struggle knowing how to go about it.

Like I said this is a very niche area.

The referral partnerships I do have were a result of my driving about the city and introducing myself, 2 years ago... I'd like to do this again, however most clinics are closed to the public (by appointment only), so it's not exactly feasible although I can check to see which clinics have their doors open.

Some rehab professionals are in-clinic, but like I said the entry point to talking to an actual clinic director or office manager in-person is high.

I think the most important thing is to offer clear benefits to other successful businesses and help support them by offering real concern for their business models, real appreciation for what they do, and real referrals directly to them. Once a good business is getting referrals from your office they will take notice and start sending you some.
Well, this is what I am trying to achieve, to have other clinics refer to me. The incentive is to help with their client care - most clinics focus on the physical rehab, we do the emotional side of trauma, which of course affects the physical (and vice versa). In this sense we are addressing a gap in the post car accident rehab system.
Everyone in the health services you mentioned, especially if they have their own successful business, is going to understand the importance of referrals.

I think it would behoove you to refrain from thinking of this as “pitching” and instead think of it as forming relationships. Write your emails accordingly.
I may have mispoke using the word "pitch". I agree and have focused more on natural language rather than sounding like a talking poster or script.

I just want some talking points, or a skeleton structure so when we do call we aren't all "hmmm" and "ummms".


The email 'template' I am using is as follows:

"
Hi Tammy,
I am currently working with a client at your clinic, referred to me by [PractionerName]. My name is [First/LastName] and I am the clinic director at Vancouver’s leading MVA trauma specialty psychotherapy clinic.

Trusted by over 2000 MVA clients, partnered with over 200 medical professionals and rehabilitation specialists. With many locations including virtual confidential online therapy, we are Vancouver’s premiere trauma therapy service.

I am reaching out to you as we expand our community partnerships to provide comprehensive care to those suffering from MVA-related trauma. Naturally, this is an opportunity for our practices to mutually grow while providing a more holistic healing and support experience for clients; while working within the constraints of Covid protocols.

I’d love to learn more about your practice and see how we can work together. I am available next week for a conversation, please let me know what times work for you.

Thank you for your consideration and please find below some additional background information.

Sincerely,

[FirstName][LastName]
Clinic Director and Senior Trauma Psychotherapist
[BusinessName]
 

Primeperiwinkle

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I completely understand that contractors do not normally understand sales. Nevertheless this can be overcome through consistent leadership.

Regardless, if you want a template you’d better not flaunt all of your accomplishments. Stay humble, be grateful, and instead of volunteering info about how amazing your practice is ask them about theirs. What type of personalities do they enjoy working with? What types of cases invigorate them? Be clear that you’re developing your network and attempting to fit practitioners with the BEST clients for all concerned.

In other words, you have a client who has repeatedly mentioned {insert their speciality} but is reticent about going anywhere new. Would their office be a good fit? What type of services do they offer? Is there any way you can get some business cards or meet so you can discuss what treatments they offer?
If they are amenable THEN begin sharing what you do and why you especially think {insert the name of one of your contractors} would be a great fit. Bring that person two weeks later to drop off some donuts and just say hi. Be SURE to give them a ring just after you send one of your clients to their office so they are pleasantly reminded of you. Send Christmas cards and if at all possible get website mentions as well. Those links will boost your site.

For reference, I once met eight separate business owners over the course of a month and before the next six months were over, ended up getting 48 clients referred from JUST ONE. Relationship is key.
 

jb5150

Contributor
Jun 18, 2016
122
42
34
I completely understand that contractors do not normally understand sales. Nevertheless this can be overcome through consistent leadership.

Regardless, if you want a template you’d better not flaunt all of your accomplishments. Stay humble, be grateful, and instead of volunteering info about how amazing your practice is ask them about theirs. What type of personalities do they enjoy working with? What types of cases invigorate them? Be clear that you’re developing your network and attempting to fit practitioners with the BEST clients for all concerned.
I agree with putting the focus on them. But at least with cold emails I think its important to bring to attention (w/o over emphasizing) that we are a well reputed clinic, that is of course in addition to how we can help resolve their 'pain points'.

I think (and correct me if I'm mistaken) that each rehab specialist, or clinic will have different pain points. For example the pain points for an occupational therapy clinic might overlap, but also differ from the pain points for a physiotherapy clinic.

What I am currently doing is researching each clinic's website and LinkedIn to include a sentence or two on something salient (an achievement, modality or philosophy - something) and weave that into the email, cold call, or LinkedIn INMail message.


In other words, you have a client who has repeatedly mentioned {insert their speciality} but is reticent about going anywhere new. Would their office be a good fit? What type of services do they offer? Is there any way you can get some business cards or meet so you can discuss what treatments they offer?

So rather than make it anything about my service, to instead place the emphasis on them? In other words flipping things around and in a sense having them qualify themselves or clinic to us?

If they are amenable THEN begin sharing what you do and why you especially think {insert the name of one of your contractors} would be a great fit. Bring that person two weeks later to drop off some donuts and just say hi. Be SURE to give them a ring just after you send one of your clients to their office so they are pleasantly reminded of you. Send Christmas cards and if at all possible get website mentions as well. Those links will boost your site.

For reference, I once met eight separate business owners over the course of a month and before the next six months were over, ended up getting 48 clients referred from JUST ONE. Relationship is key.
 

Primeperiwinkle

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So rather than make it anything about my service, to instead place the emphasis on them? In other words flipping things around and in a sense having them qualify themselves or clinic to us?
Yes. But it’s not just qualifying, it’s helping everyone. You want your clients to find a good fit. They want theirs to do the same.
What I am currently doing is researching each clinic's website and LinkedIn to include a sentence or two on something salient (an achievement, modality or philosophy - something) and weave that into the email, cold call, or LinkedIn INMail message.
Yea, this is a good approach.
 

jb5150

Contributor
Jun 18, 2016
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Yes. But it’s not just qualifying, it’s helping everyone. You want your clients to find a good fit. They want theirs to do the same.

Yea, this is a good approach.
I m liking where you're going with this.

I have to assume that in most, if not all cases of cold calling I'll get an office staff/gatekeeper. I think they'd be more inclined to pass on the message, or at least her what we have to say if we make it about them - - and even leave them a bit wondering about us. That way it creates the affect that they're the ones choosing to initiate the question about our service.


Would I use the same approach irrespective of the medium (LinkedIn, Email etc)?
 

jb5150

Contributor
Jun 18, 2016
122
42
34
I completely understand that contractors do not normally understand sales. Nevertheless this can be overcome through consistent leadership.

Regardless, if you want a template you’d better not flaunt all of your accomplishments. Stay humble, be grateful, and instead of volunteering info about how amazing your practice is ask them about theirs. What type of personalities do they enjoy working with? What types of cases invigorate them? Be clear that you’re developing your network and attempting to fit practitioners with the BEST clients for all concerned.

In other words, you have a client who has repeatedly mentioned {insert their speciality} but is reticent about going anywhere new. Would their office be a good fit? What type of services do they offer? Is there any way you can get some business cards or meet so you can discuss what treatments they offer?
If they are amenable THEN begin sharing what you do and why you especially think {insert the name of one of your contractors} would be a great fit. Bring that person two weeks later to drop off some donuts and just say hi. Be SURE to give them a ring just after you send one of your clients to their office so they are pleasantly reminded of you. Send Christmas cards and if at all possible get website mentions as well. Those links will boost your site.

For reference, I once met eight separate business owners over the course of a month and before the next six months were over, ended up getting 48 clients referred from JUST ONE. Relationship is key.
My question to you (and anyone else viewing) is do I use this approach with gatekeepers? Or, do we call, introduce ourselves and ask if we can speak to an office admin or clinic director (or get his/her contact info)?
 

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