The referral business is the wave of business today. It has always been the best way to grow business. But now, with all of the economic issues we face, it has never been more important.

So, you're a CEO. What does selling by referral have to do with you?

Plenty. First of all, you probably build alliances in the community every day that turn into sales. Usually at your level, you do your networking casually. You are introduced at charity events, board of directors meetings and the like. You can take revenue to the next level by doing this type of networking on purpose. Even more importantly, you can teach your employees how to do the same by sharing your skills.

Let's identify the four things you should do to effectively build business through referrals.

• Be curious. It is always about the other person first. With everyone you meet, it is most important to ask about them first. "No one cares how much you know until you show how much you care." It's an old saying, but it speaks volumes about networking today.

• Ask questions to get them talking: about their business, how they got started, how long they've been in it and, most importantly, what a good referral would be for them. That question is the action statement, and it is crucial to try to help them meet those people.

• Share the same information - and be specific. If you find this person is someone you connect with - and that they are a giver, not a taker - make sure you share information about you, your company, what makes you different and be very clear about what a good referral for you would be. Remember: No one can think for you or read your mind. You need to create a clear picture of what a good referral client would be for you and be able to say it.

• Set goals. Goals must be set for each prospecting activity. Most CEOs are good at setting revenue goals for their companies and their sales teams. Setting activity goals is just as important.

There are two reasons why we don't get more referrals: We either don't ask for them or we don't ask specifically. Asking for referrals is the idea of relaying specific verbal triggers or visual pictures that someone might hear or see, and then they will think of you and your business. How do you create those triggers and pictures? Think of the things you see or hear a prospect do or say that make you immediately think to yourself, "I can help them with that." Well, that is the trigger to share with your strategic alliances to help them get you business. The more specific you can be, the better.

Doing these things - and doing them on purpose - will help you build your entire business on referrals.

Greta Schulz is a sales consultant for businesses and entrepreneurs. For more sales training tips and tools, sign up for her free newsletter at www.schulzbusiness.com or join her new online sales training course at www.b2bsalesplaybook.com