Q. I want to create an ongoing flow of referrals. How can I accomplish that?
A. One solution is relationship marketing. An expert in this area is Annette Bau, founder of AdvisorMarketingPractices.com. She recommends staying in touch by “relationship” pinging,” which she has been doing for more than 20 years. (A ping is a quick, casual greeting.) The reason this strategy is so effective is that due to advances in technology people are starved for the human connection. The results Bau has gotten from customized cards and gifts have been more effective at building and maintaining relationships than other methods such as .