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Referral Madness

Gain referrals by marketing your business to customers every step of the way.

This story appears in the June 2008 issue of Entrepreneur. Subscribe »

Referrals are perhaps the ultimate measure of success for your efforts. People refer for logical reasons (because they have determined that your company offers good deals or great products) and for emotional reasons (because they enjoy doing with you).

One of the keys to gaining consistent referrals is identifying and addressing all the customer touch points--steps in the customer life cycle that lead them to believe that your organization is one they can trust, buy from and eventually refer.

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