If you're in need of a plumber, do you call someone from the local phone book or hire the person your neighbor has used for years? If you need surgery, do you select someone from Surgeons.com or go with the top-of-his-field specialist your internist recommends?

One of the easiest and most effective ways to build your practice, in this or any economy, is through existing clients, former clients and others who already know you. There are two ways to do this: be referable and be on their minds.

"Being referable" means about developing relationships with your clients that go beyond the particular services you provide. Competence and great service are important, but what clients want is a sense that you really know them and care about them. So find out their birthdays and anniversaries. Make a note of their children's favorite ice cream flavor.