The American Bar Association just published this article I wrote for one of their publications:

http://www.abanet.org/lpm/lpt/articles/mkt06101.shtml

While it is written for lawyers, I think its lessons apply to all industries where referral business plays a big role.

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Prospect referrals from your existing customers are great!  They are the least expensive and generally most qualified sales channel.  They provide you with prospects who already have a great deal of trust in you and a great expectation of your competency from the first meeting.  With a good referral, you are also less likely to be fighting against the toughest competitor in the marketplace: status quo!

 

While there are things you can do to increase your customer referrals (such as just ...

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