How to Leverage Agency Metrics to Gain Trust and Rapport with Referral Partners

By Lauren Corcoran | April 13, 2023

Before your reps step foot in the field and ask for a meeting – they need to be thinking of their plan to gain the referral partner’s trust and how they will build an ongoing relationship.

As a sales leader, you can guide your team on utilizing market data to showcase your organization’s value regarding patient care with metric-driven differentiators.

If you’re unsure where to start, we can help!

Throughout this article, we will cover how to:

  1. Understand your referral partners’ preferences and needs
  2. Showcase your value in the post-acute industry
  3. Craft a valuable message tailored to your referrals

By implementing these strategies, your sales reps can establish long-lasting relationships with referral partners, show the value and care you can provide to their patients, and drive more business for your organization.

Leverage Agency Metrics to Gain Trust

Understand your referral partners’ preferences and needs

The first step in gaining trust with your referral partners is deeply understanding their needs and preferences. By building a strong relationship with partners and getting to know them, your organization can establish itself as a trusted resource and partner for top physicians in your market.

So how can your reps develop strong relationships with top referral partners?

They can start by utilizing market insights and your CRM to document information about their top physicians’ concerns, priorities, and patient outcomes to create compelling, personalized talk tracks for each physician.

It’s important to remember – not all physicians are the same. Therefore, your team should focus on delivering valuable information during their conversations with referrals and stay engaged by asking questions and understanding their needs.

According to a survey for sales leaders by HubSpot, “60% of salespeople say taking the time to understand the key business challenges customers face is an important factor in selling in the B2B marketplace. ”

By prioritizing your top referral sources’ preferences and needs, sales reps can build solid relationships and become their leading referral partner.

Showcase your organization’s value in the post-acute industry

Now that your team has identified their top physicians’ preferences, the next step is to showcase your organization’s value in the post-acute care market.

Again, by utilizing high-quality market data and insights – your reps can present fact-based evidence on how your organization can provide better patient outcomes than your competitors.

Is your team providing compelling metrics referral sources need to trust your agency as a partner?

If not, it’s essential to regularly evaluate communication strategies with your reps to ensure they provide the most up-to-date metrics and insights that physicians need to make informed decisions.

By showing top physicians that you genuinely care about the success and care of their patients, your reps can build trust and rapport with them.

For example, your reps can add a talk track such as “I want to help take care of your patients and ensure they receive the quality care they deserve.”

This type of communication can go a long way in establishing your organization as a top referral partner that invests in the physician’s and their patient’s success.

Craft a valuable and compelling message tailored to your referral partners

So, we’ve covered understanding your top referrals’ preferences and needs and showcasing your organization’s value in the market.

Let’s dive into more detail about crafting a valuable and compelling message explicitly tailored to your top referrals.

When crafting personalized messages to top physicians, your reps must take a comprehensive approach. By creating a customized talk track and leveraging data to showcase your organization’s capabilities and value, your organization can establish itself as a trusted advisor to physicians.

For instance, your reps can utilize market data and insights to demonstrate your organization’s strengths that have improved patient outcomes and reduced readmission and utilization rates. They can also showcase how your processes and technology can streamline and improve efficiency for top referral sources.

Below is an example of how utilizing market insights and data can help your sales team craft a personalized message and target the right referrals.

Kevin Plessala, VP of Sales Markets at Three Oaks Hospice, utilizes market insights and talk tracks to help his team create personalized conversation starters with referral sources. He states:

“It’s an investigation tool, then we develop talking points, create a presentation and share that with the referral source we want to partner with.”

Ultimately, by having your sales team create personalized data-driven messages for each referral, they can make a compelling case for your organization as a top referral partner and create a long-lasting relationship with physicians in your market.

Less time preparing and more time connecting.

By providing compelling evidence of the quality of your services and showcasing your strengths and unique capabilities – your reps can establish your organization as a leader in the post-acute care market.

When your team creates personalized talk tracks that leverage data and address referral sources’ pain points and needs, they can position themselves as a trusted partner and ultimately grow your organization.

Does your organization have the tools to create personalized messaging with market insights and data?

If the answer is no, check out Trella Health’s Marketscape Insights solution and request your free personalized demo today!

This level of market and referral visibility is a game-changer


About the Author:

Lauren Corcoran, Marketing Content Writer

As a marketer and creative writer, Lauren is thrilled to create Trella Health’s marketing content. After graduating from Ohio Wesleyan University with a bachelor’s degree in Marketing, Lauren worked as a content specialist for a cybersecurity firm, video production company, and has experience in sales. With the ongoing pandemic, she decided to take a leap and work in post-acute care at KanTime Healthcare, an EHR. At Trella Health, she’s able to do the two things she loves most: marketing and writing, while making an impact in the post-acute care industry.