The Power of Referrals: How I Built Thriving Dental Practices Through Word of Mouth

Hey everyone, it’s Dr. Jerry Lanier, The Entrepreneur Dentist. I want to tell you about something that has been a cornerstone of my success in building multiple dental practices: referrals. If there’s one thing I’ve learned over the years, it’s that marketing a service is very different from selling a product. As dentists, we’re not selling physical items; we’re selling trust. And that trust comes from the service we provide and the relationships we build with our patients.

Selling Yourself, Not Products

In our profession, everything hinges on service. When patients walk through our doors, they’re not buying toothpaste or toothbrushes—they’re buying the assurance that we’ll take care of them and their families. Whether it’s the front desk staff, back-office team, or associate dentists, everyone in the practice plays a role in selling that trust.

But here’s the kicker: if you’re selling trust, you’re essentially selling yourself. Patients need to believe in you and your team. And once they do, they’re more likely to recommend you to the people they care about. That’s where referrals come in.

The Referral Mindset

I always tell my team that referrals are the lifeblood of our practice. You can have the best dental skills in the world, but if you’re not asking for referrals, you’re leaving growth opportunities on the table. I like to set what I call “anchors” in my patients’ minds—little triggers that make them think of us when they encounter someone who might need a dentist.

Here’s how I do it:
When I’m talking to a patient, I’ll say something like, “Shirley, I’m so glad you’re here today. Would you do me a huge favor?” Then I pause. That pause is intentional. It gives the patient a moment to wonder what I’m about to ask. Nine times out of ten, they’re thinking it’s something big, like borrowing money. But then I say, “Do you have family, friends, or neighbors who might need this kind of care?” I even throw in a bit of humor: “And if it’s an enemy, let me know so I can be extra nice to them!” That little laugh makes the interaction memorable.

Building Relationships That Last

The secret to making this work is personal connection. Before I even ask for a referral, I make sure to connect with the patient. I learn their names, ask about their kids, or even bring up something personal like a pet. People want to feel seen and valued, and when they do, they’re more likely to help you out.

Once they’ve agreed to refer someone, it’s not just about sitting back and waiting. You have to make sure your practice is ready to handle those referrals smoothly. When that new patient calls, everything needs to flow perfectly—from the first phone call to their appointment. If there are hiccups, you risk losing not only that patient but also the goodwill of the person who referred them.

Why Referrals Beat Advertising

Don’t get me wrong—ads have their place. But there’s something about referrals that no paid marketing can replicate. When someone recommends your practice to a friend or family member, they’re essentially vouching for you. That kind of trust is priceless. It’s why I focus so heavily on referrals. They’re cost-effective and incredibly powerful.

If You Don’t Ask, You Don’t Get

Here’s the bottom line: you have to ask. If you don’t ask for referrals, you won’t get them. And it’s not a one-time thing. You need to ask every patient, every time, and get better at it with practice. Over time, you’ll build a network of loyal patients who are more than happy to spread the word about your practice.

So, if you’re looking to grow your dental practice, remember this: referrals are your best friend. Build those connections, ask for the favor, and watch your patient base grow. Trust me, it works.

Final Thoughts

Referrals have been the driving force behind my success, and they can be for you too. If you’re ready to take your practice to the next level, start focusing on building relationships and asking for referrals. Your patients will become your biggest advocates, and your practice will thrive as a result.

Until next time, keep pushing, keep growing, and remember: Be in business for yourself, but not by yourself.

— Dr. Jerry Lanier, The Entrepreneur Dentist