By Kim T. Gordon

What's the quickest way to build a business? Ask most professional marketers, and they'll tell you adopting a referral program is the preferred route to increased sales. Referrals are your hottest prospects because they come to you ready to buy. But you can't sit back hoping customers and associates will send the right referral prospects your way. To keep a steady stream of referrals coming in, you'll need a dedicated marketing program designed for that purpose.

Start by communicating regularly with your current and past customers to stay "top of mind." Use electronic newsletters, broadcast faxes or direct mail, and telephone calls to maintain relationships and generate referrals. If you work with clients or customers on a project basis, distribute a survey or follow-up letter at the completion of every project that includes a request for referrals.......[read more after logging in]

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