One business owner with a small number of clients on big retainers says the key to getting referrals is to ask for them and then to recognize clients who send you referrals.

An accounting firm's Web site says it even plants the idea for referrals early in the relationship. In introductory materials for new clients, under "Our Commitments to Each Other," the firm asks clients, "Will you consider referring to us at least two other business person whom you believe would benefit from an association with us?" The firm says this way, "the expectation of providing referrals is planted at the beginning of our relationship."

When a client says, "I can't think of anyone who'd use your service," help jog his or her memory. Ask, "Is there a supplier you use who might use us, or a customer? How about someone you play golf with?" And make note of the names of the people the client mentions. They might be referrals.

If you really want leads, one idea is to say to a client, "Give me some names and I won't use your name in calling." Then call the person and say, "A mutual friend gave me your name with the understanding I would not mention his name. He tells me you're very successful." One salesman who's done this says most people never ask who gave him their name.

Entrepreneurs' Top Concerns

Small-business owners say their biggest concerns right now are the following:

• Technology management, for nontechnical people.
• Time management.
• Converting leads to sales over a Web site because there is no face-to-face contact.
• Convincing clients that even though you're a small business, that doesn't mean you provide a lesser product.
• Competing without a large marketing budget.
• "Getting myself pumped up is a problem," says one small-business owner. "It's great running my own business, but sometimes you want to hear a motivational speech to lift the shoulders."
• "The challenge is finding new sales channels and then understanding customers' needs more quickly to shorten the sales cycle," another small-business owner says. The trick is "trying to guess what the next trend will be because, frankly, that's where the greatest profit margin will be," he says.