Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. When I scaled from solo practice to a group practice with 55 therapists and multiple 7-figures in just three years, one of my biggest discoveries was that the best referrals weren’t coming from cold networking events or fancy marketing campaigns. They were coming from people who were literally already in my inner circle (and I had completely forgotten about them!).
If you’re feeling the summer slump or struggling to get new referrals, your business bestie is here to teach you about warm outreach mastery. This strategy is going to change everything for you, and it’s so much easier than you think.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself) You can listen to my podcast episode all about this topic by clicking here or by watching my YouTube video below!
What is Warm Outreach and Why Does It Matter?
So glad you asked!
When most therapists think about networking, they immediately picture cold outreach. Think: Reaching out to doctors they’ve never met, attending awkward networking events, sending emails to complete strangers.
And I need you to know that if you’ve been doing those things, you’re working way too hard!
Warm outreach is about connecting with people who already know you, like you, and trust you. These are the people in your existing circle who can become incredible referral sources with just a little intentionality on your part.
The conversion rate is higher, it’s easier to get a “yes” and honestly, it just feels so much better than cold networking. Plus, during slower seasons when you have a bit more time, this is the perfect strategy to implement.
How to Find Your Warm Outreach Goldmine
Here’s something that happened completely by accident in my practice that became one of my biggest referral strategies. As a busy entrepreneur (and honestly, someone who needs to be doing something even while relaxing), I’m really good at booking self-care appointments. I see a massage therapists, chiropractor, osteopath, naturopath, and of course, my family doctor.
During these appointments, I would naturally share what was exciting in my practice. Things like ”We just hired a psychologist to do psycho-educational assessments!” or “We’re now offering family therapy and play therapy!”.
What happened next was magical!
My massage therapist started asking questions. My osteopath got curious about neurofeedback. And before I knew it, these healthcare professionals (who are also entrepreneurs and understand the value of good referrals) became some of my biggest referral sources.
Here are some areas that can become your warm outreach goldmine.
Your Self-Care Circle
Book that massage you desperately need! Schedule your annual checkup. See that naturopath about your sleep or that physiotherapist for your shoulder. Use your benefits! And while you’re there, spend five minutes sharing what’s unique about your practice.
Your Family’s Healthcare Providers
This strategy gets even better when you think about your family members’ healthcare providers. Your kids have pediatricians, right? Your spouse has doctors? These are all warm connections just waiting to happen.
I’ll never forget taking my twins to their pediatrician and as we were wrapping up, I casually mentioned “Hey Dr. Jacob, just so you know, we just brought in a child therapist.” His response was, “Do you do family therapy? I desperately need help with families where one child isn’t well and it’s impacting everyone.”
I walked out with a referral that day.
Not because I was being pushy or salesy, but because I was genuinely helping solve a problem he was facing.
Key Areas to Highlight:
- EMDR therapy for trauma
- Family therapy for complex family dynamics
- Play therapy for children
- Couples therapy (many practice-based therapists don’t offer this)
- Specialized assessments if you have psychologists on your team
Your Current Referral Sources
Here’s where synchronicity comes in. One day, I was feeling really aligned and open and I had this inspired thought that said “Why don’t I call Dr. Umer and ask if he has colleagues who need assessments?”
I picked up the phone and said “Hey, I have space that just opened up. Do you have any colleagues who also need psychological assessments?” and do you want to know what his response was?
He said “Oh my gosh, Nicole! I just had lunch with Dr. Chris who asked me if I knew any psychologists. Thank you so much for calling!”
That one simple inspired phone call led to $20,000 in extra revenue because Dr. Chris became an even bigger referral source.
Everyday Social Situations
One of my coaching clients went to a pool party and did something brilliant. She stayed present and open! She wasn’t “networking”, she was simply enjoying the sunny day and naturally sharing her excitement about starting her group practice.
And guess what happened? One of the other moms was a pediatrician. By our next coaching call, she’d already received five referrals that turned into ongoing revenue for months.
Your 3-Step Warm Outreach Action Plan
Step 1: Book Your Self-Care Army
Make appointments with your massage therapists, chiropractor, naturopath, family doctor.. Whoever is in your wellness circle. Use this time to share what’s exciting and unique about your practice. Remember that these professionals are also entrepreneurs who understand the value of good referrals!
Step 2: Leverage Your Family’s Connections
At your next appointment with your kids’ pediatrician or your spouse’s doctor, spend 30 seconds sharing how your practice can support their patients. Focus on your competitive edge – what do you offer that others don’t? Family therapy, play therapy, EMDR, couples work, or specialized assessments are all great conversation starters.
Step 3: Ask Your Current Referral Sources
If you already have people referring to you, ask them about their colleagues. This is leveraging existing relationships to create new ones! One inspired phone call can lead to thousands in additional revenue, just like my experience with Dr. Chris.
And I want you to remember that you’re not bothering these people, you’re literally helping them solve problems for their patients. When a family doctor knows where to refer someone for quality therapy, you’re literally making their job easier. Stop thinking about networking as something you have to do “to” people and start thinking about it as something you get to do “for” people.
Your Dream Practice is Closer Than You think
The beautiful thing about warm outreach is that it works whether you’re in solo practice or scaling to a group. The people in your inner circle are already rooting for your success, they just need to know how they can help!
So grab that drink, enjoy the summer, stay present and open. Your next biggest referral source might be standing right beside you at the next pool party.
Want even more tips on growing your practice? Follow me on Instagram and listen to my podcast for all the best support for growing your therapy practice and attracting more clients!
Your Business Bestie,
Nicole
