Do...

Be selective - go for quality as well as quantity

Send a thank you note - email is OK, typed is better, handwritten is best

Be a resource for information - we're all in the ITCH business (read more on ITCH here)

Communicate regularly - frequency of communication is paramount (read more about impact and frequency)

Use the press when you can - everyone has at least one press story (see one of ours)

Be known to influential people - who you know is important; more important is "who knows you?" (make your top 10 influence list and work it)

Write, send a newsletter - if you don't do it yourself, find one you can pass along (send ours)

Keep filling your Marketing Pipeline™ - if you don't have a full pipeline, ask for more referrals

Specialize - become expert in at least one area so you feel like, and can claim authority

Accept thanks, praise gracefully - say "thank you" then ask, "Can you help me?"

Focus on your strengths - they are your most leveragable assets; do what you do well, better (read more here)

Develop a strategy and tactics - strategy includes who to approach, what they want and why;
tactics are where to find them, and how to approach them

Expect you've earned referrals - if you've earned them, expect them; if you don't feel you have, it's even more important to go to customers and find out why

Focus narrow and deep - dig your well deeply among your best customers, centers of influence
and sources of opportunity

Bonus #15... Ask for a referral every day!

Don't...

Push promotional material - they're not interested (a person, on average reads 20 words of a brochure)

Pre-judge referral quality - ask your customer to validate the referral, but don't pre-judge them yourself

Discontinue effective strategies - just when they start to work, people get bored with their approaches; don't make this mistake

Seem too needy - even if you are, try to remain detached (not easy)

"Nickel and dime" - don't try to squeeze every last referral in one request (don't ask for the addrress book or Rolodex)

Accept just anyone - qualify the referral carefully, your time is precious

Knock the competition - don't talk about the other guys; stay focused on your company benefits and strengths

Be a "jack of all trades" - find the one niche where you can be known as an expert, authority

Alienate referral sources - maintain relationships; don't just contact them when you need
something from them, communicate value continually

Send "form" letters - tailor or customize your communication whenever possible

Jump too fast - make sure the relationship has win-win poss-abilities before you invest in it

Join too many organizations - don't join to groups for what you can get, join those you wish
to help

Engage in deceptive activities - there is too much deception in business; steer clear

Overpromise and underdeliver - too much talk and not enough walk will put you out of business; walk the walk

Bonus #15... Don't forget to ask for a referral every day!

Satisfied customers are walking, talking advertisements.

They are your "acres of diamonds."

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