However, while executives understand the benefits of having their clients refer friends and colleagues to their business, many fail to make referrals a priority.

Perhaps it's the fear of rejection or not determining a way to build referral requests into the typical business day.

"In times of economic challenge, you can be doubly sure that cold-calling is not your best option," states Maribeth Kuzmeski.

In her upcoming book, "Red Zone Marketing: A Playbook for Winning All the Business You Want," Kuzmeski lists nine ways to boost referrals to your business.

1) Seek out a systems-based approach.

Everything you do should be geared to asking for and following up on referrals. If you have a system in place for pursuing referrals, your staff will use it.

2) Give clients more than service, provide them with an experience.

Your organization must become a memorable and noteworthy business. Develop a tagline that clearly and cleverly conveys who you are as a business. Kuzmeski recalls a financial services firm that had a tagline of helping its clients "get to the top of the mountain," because from the top, you can see the world. The company placed decor in each office and conference room to represent a different county. It reported that executives had brought in other executives, just to see the offices, which perhaps generated new deals.

3) Find your "natural niche" and keep it.

You can't be all things to all people, so don't even try. Narrow down those areas of business expertise and cultivate that niche. For example, target the top two publications in your industry and write to them on a consistent basis. Use testimonials and success stories in your specific niche area; they act as referrals.

4) Keep in touch to keep them happy.

Don't wait for clients to call you. Initiate contact with them on a regular basis. Create a monthly KIT (Keeping in Touch) program for communicating with your best clients, like sending travel tips in June. Contact those special clients several times a year to ensure they're contentment with your business.

5) Become a list lord.

An association list or industry list can lead to additional referrals. If you're in contact with a member of a certain organization, he/she might be familiar with a similar organization that's also on that industry list. The list method works because it shows that they have influence in the groups they belong too. It's a good way of getting more referrals without appearing to be too demanding.

6) Make your office a "RR crossing."

Put a big sign in your office that says "RR." It stands for "remember referrals," and it will help you and your colleagues to create a referral mindset throughout the department. It may also help clients and prospective clients to ask for the sign's meaning, which creates an opportunity for you to explain how referrals have become the heart of your business.

7) Create a referral club.

A club denotes the sense of belonging. A referral club can encourage members to provide you with such potential leads. You can create a referral appreciation dinner or partner with a local business to provide them with referral rewards to your business.

8) Say "thank you" with flowers or something more creative.

When a client gives you a referral, you can encourage more by rewarding them with a handwritten note attached to a bouquet. But better yet, say "thanks" with something they're sure to enjoy, such as basketball tickets, a book on a subject he/she is interested in, or a gift certificate to a day spa. Or make a donation to the client's favorite charity or offer to sponsor the client's child's LittleLleague team.

9) Make asking for referrals part of everyday routine.

Ask your clients, "What have you liked about the work we've done for you?" If the response is positive, politely mention the offer to provide someone else he/she might know the same services. If you find it uncomfortable to ask for referrals in person or over the phone, create a referral request package, which can be a powerful marketing tool.