In the last issue, we talked about Influential Americans and how they can help you build your practice through referrals. But where do you find them?

The Roper Organization of New York City reports that Influential Americans are social butterflies. They are avid communicators on a personal level, and enthusiastic patrons of social activities - whether they’re entertaining friends at home, attending church get-togethers, going out to a nightclub, or writing, telephoning or e-mailing a family member. They’re nearly four times as likely as average Americans to attend meetings of a club or civic organization - and such activities greatly extend their sphere of influence.

Perhaps most significant, Influentials carry more weight in the marketplace than their numbers and buying power would suggest. Why? Because people trust them and ask them for advice. According to the Roper report on this topic, these people are two, three, or four times more likely than the average person to be asked for advice on a particular product or service. They are much more likely to give advice concerning such topics as health, government, politics, children, restaurants, computers, insurance, investments, cars, sports, art, and music.
Making a good impression on just one Influential American can create six brand-loyal customers, according to the Roper report. It’s reasonable to assume their professional referrals have an equal amount of clout.

The Roper report also points out that Influentials hold high standards for quality and performance, and will take action if they’re dissatisfied. They tend to complain more readily, and they’ll stop buying a product or leave a service-provider if they’re disappointed. They’ll also broadcast a negative experience to their wide network of friends and colleagues.
“Influentials, a crowd easily given to action, are an unfortunate group to alienate with poor quality or poor service,” the Roper report states.

Action steps: If you’re interested in increasing the numbers and clout of your referral sources, consider networking with Influential Americans in the kinds of activities in which they are actively engaged, and be sure to address their needs and priorities in your practice.

Mr. Levoy, a management consultant based in Roslyn, N.Y., has conducted more than 2,500 seminars for health-care professionals. Those seminars have included programs for the American and Canadian chiropractic associations and numerous state and provincial chiropractic associations.