Do Tell

How to woo and win your hottest prospects-referrals

Ask most professional marketers, and they'll tell you the same thing: Referrals are the quickest way to build a business. Referrals are hot prospects because they come to you ready to buy. But don't just sit back, hoping the right referral prospects come your way-design a dedicated marketing program for that purpose.

Communicate regularly with current and past customers so you can stay "top of mind." Use e-newsletters, broadcast faxes, direct mail and phone calls to maintain relationships. If you work with clients on a project-by-project basis, distribute a survey or follow-up letter at the completion of every project that includes a referal request.

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Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the August 2000 print edition of Entrepreneur with the headline: Do Tell.

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