“Wowing” a client with a metaphorical white glove can produce a glut of referrals. Yet many organisations fail to try. Even fewer implement a referral system, which represents by far the easiest and most productive way to generate business, says Marsh. (A recent British survey showed that 80% of companies found word-of-mouth referrals to be the most effective form of gaining new customers.)

There are three failsafe ways to generate referrals…