Years ago, my friend, a noted industry specialist in heating and influential columnist in our trade, called me to complain that he had encountered a number of contractors who would call him up to seek his advice because they were in a bind.
Referrals can be the cheapest form of advertising. They can also be the most expensive form of advertising. Why? When you do a good job, a few people may talk about it to their friends, relatives, and neighbors.
