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Practice Management > Building Your Business

Ask the Experts: Joanne Black

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Question: In a tough economy, where’s the best place to put my marketing dollars to maximize my investment?

Commit to Building Your Referral Business
Referrals are always terrific, but they mean even more in a down economy. Take charge and make your phone ring again! Let your prospects and clients know how much you care about them. Tell and show just how much you appreciate their business. Inform them that you’d like to help people just like them. And, don’t forget to thank your prospects and clients for their referrals.

Your current clients need care and feeding. Don’t ignore them at the expense of new business, because they are your best source for new, referral business. Call them and find out how the economy is impacting them. Offer to help in any way you can–send an article, put them in touch with a colleague, or provide your services with no fee. Yes, no fee. You are not selling anything. This is the time to reach out and help. Period.

If you want to get more referrals you have to network and attend a minimum of one business networking event a week. You never know who you will meet and what you will learn. Never let your referral network go down. Referral networking is an essential referral marketing activity.

So go make networking connections, build trusted relationships, and increase your business referrals–in any economy.

Joanne Black is the author of No More Cold Calling. Visit


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