Building a Referral Network: 6 Mistakes to Avoid

Everyone needs a team.

As a health coach, you can become an expert in multiple areas: nutrition, psychology of behavior change, fitness and sports performance, stress management and recovery, and more.

However, no matter how many certifications you obtain, you will invariably encounter clients with problems that are blocking progress that you do not have the skills, training, experience, or legal right to resolve.

Here’s the thing…

You You may not be an expert in fixing marriages, treating GERD, or counseling someone with an eating disorder, but someone else is.

This is where a healthy referral network comes into play.

By connecting your client with such a person, you will be able to stay within your scope of practice, welcome respected colleagues, and Help your customer solve their problem.

(Total. Super Trainer. Move.)

All of our certification programs include sections dedicated to teaching trainers how to build strong referral networks of professionals trained to solve common client problems.

In this article, we’ll look at how to do it: Exploring the top errors We see the coaches do. Avoid them and you can consult with confidence.

First, what is a referral network?

A referral network is a list of professionals, companies, and complementary resources that benefit clients.

Your network may include local or virtual:

• Physicians, psychologists, registered dietitians and other professionals with the training and credentials to help clients with problems outside their scope of practice. (For an in-depth review, see our Scope of Practice Worksheet.)
• Fellow health coaches and personal trainers with deep knowledge in an area outside of your expertise. (For example, maybe a client is interested in learning yoga, but you have no idea how to do sun salutation.)
• Workshops, fitness groups, webinars, food services and other resources that support clients during their behavior change journey.

To confidently refer clients to trained professionals with excellent reputations, you’ll want to do a little legwork. That brings us to the main mistakes we should avoid.

Mistake #1: You build your network before launching your business.

For newly certified health coaches, the task of “building a referral network” can function as a procrastination tool, says Kate Solovieva, PN’s director of community engagement.

Instead of hiring clients, these coaches seek out an increasing number of professionals, valiantly trying to be prepared for every possible referral situation. However, no matter how much they keep working at it, their list is never “complete.”

That’s because…

«We can’t be prepared for everything,» says Solovieva.

the solution

Accept clients as soon as you are certified.

Yeah! It may seem scary, but the best way to discover your “gaps” is to start your practice and see where your clients really need help beyond what you can offer.

Add people to your referral network over time as you:

• Connect with professionals on LinkedIn and other virtual networking sites
• Lean on peer networks (like Precision Nutrition’s Facebook communities)
• Meet with members of your local Chamber of Commerce
• Chat with family, friends, and clients about the professionals and resources they love.
• Attend health conventions and other local events where a variety of health professionals tend to congregate.
• Find (and try!) providers based on your own health needs

Mistake #2: You assume your reference list will cover all customer needs.

As we mentioned above, you’ll never be able to anticipate every customer referral or question in advance, and that’s okay.

This is especially true if you train virtually with clients from all over the world.

(You may know three fantastic massage therapists where you live in Toronto, Canada, but that knowledge won’t help you if your client resides in Wellington, New Zealand.)

Similarly, some professionals or resources may work for some clients, but not for others.

(You may, for example, know of several meal delivery options, but none are suitable for that plant-based customer on a strict gluten-free diet.)

the solution

Learn how to help clients find the professionals and resources they need.

You could:

• Ask customers to describe their preferences. (Do they prefer to work with a specific genre? Do they want to meet in person or online? Do they like the enthusiasm and creativity of a new professional or the «I’ve seen it all» wisdom of a more seasoned professional?)
• Dedicate a coaching session to searching online for potential professionals and services together.
• Encourage clients to contact three professionals, ask questions, and use what they learn to choose a winner.

Mistake #3: You let social awkwardness derail networking opportunities.

Approaching a stranger takes some bravery. You have to put yourself out there, explain who you are and what your motives are, and risk being ignored or rejected.

This is where many coaches get stuck, says Toni Bauer, PN Director of Training and Education Operations.

As a result, many coaches may postpone the conversation.

the solution

Turn networking into a challenge. Coach Solovieva calls it «Operation 100.»

• Set a goal of contacting 100 professionals over 12 months.
• Work toward your goal each week for about 20 minutes.
• Follow up with each non-responder once or twice.
• Instead of expecting a «yes» from every person you approach, understand that only about 10 percent of people will contact you.

To meet the challenge with ease, write your elevator speech, Bauer suggests.

Don’t think too much about this. Your speech doesn’t have to be a multi-page persuasive essay. It doesn’t have to contain magical conversation topics either. Just be yourself.

Mistake #4: You use outdated persuasion tactics.

If you use LinkedIn, chances are you’ve been a victim of old-school cold sales tactics. We’re talking about direct messages from strangers who clearly haven’t read anything on your profile and don’t know anything about you.

These spam messages are about as welcome as a stranger sidling up to you in a bar and saying, «So, do you want to come back to my house?»

We are not here to discourage you from using cold disclosure. It has a place. However, to increase your response rate, we would like to introduce you to a technique that is rarely used.

the solution

Get to know people before asking a question onlinesuggests coach Solovieva.

Follow them, read their content, download and consume their free resources, comment on their posts, congratulate them on their professional achievements, and become a part of their online life.

Do that, and people will remember you. More of them will also respond to your messages. Plus, the information you gather when forming a relationship will help you avoid…

Mistake #5: You don’t personally examine references.

How can you make sure you are referring your clients to compassionate professionals who really know what they are doing?

It involves more than checking someone’s website or social media profile.

If you just look at someone’s website or their social media posts, “you’re just examining their confidence and writing skills,” Solovieva says. «If we’re lucky, confidence and writing go hand in hand with ability, but not always.»

the solution

Try their services. Take someone’s yoga or ZZ class. Book a massage. Have a medical professional check your squeaky knee.

That way, you can see the professional in action.

If you’re thinking, ‘I don’t need some of the services my clients need!’ you have a couple of options:

• Offer to pay a professional to meet with you for 30 to 60 minutes so you can ask some questions, get a sense of their treatment philosophy, and discuss how to refer clients to them.
• Interact with people on local social media communities like NextDoor.com. Ask group members if they have seen a practitioner and, if so, if they would recommend them.

Mistake #6: You sell too many customers with your referrals.

When you recommend a professional you’ve personally vetted, it’s natural to want your client to take action.

However, despite their hard work, some clients simply don’t make an appointment with the professional in question, and that’s okay.

«Let your clients be adults,» says Coach Bauer.

Customers have their reasons. Your insurance may not cover the service in question. Or maybe they decided to see someone else.

«It’s not your responsibility that relationships are perfect or flourish,» Bauer says.

A cycle of support

Some coaches fear referrals because they see them as something that “gives away business.”

However, in reality, when you refer clients to solid professionals, your clients simply feel that you have their back. (Which means they you will be more likely to recommend friends and family you.)

Additionally, when you send business to another respected colleague, you also put you on your radar for cross reference.

It’s good for your clients, good for your business, and good for your community of healthcare professionals at large.

If you are a coach, or want to be one…

You can help people build sustainable nutrition and lifestyle habits that will significantly improve your physical and mental health, while you earn a living doing what you love. We’ll show you how.

If you would like more information, consider the Certification in Nutritional Coaching Level 1 PN. (You can sign up now with a great discount).