Don’t ever treat people like they owe you. Inexpensive items like pens or tape measures with your logo and phone number are actually mini-billboards your contacts can hold in their hands. They don’t obligate anyone to use your services. If you bring in lunch so you can get more time with a group of doctors, you are simply buying time, not their business. It would be grossly unethical for a practice to refer to you because you brought them a candy jar or fed their employees, so don’t think that way or use any other pressure techniques. Even if it works, it will create resentment and never get you more than the one patient they might feel obligated to hand over. You’re in this for the long haul, and you could never afford to repay a truly loyal source of referrals.
Wednesday, January 9, 2008
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