In an increasingly competitive business environment, word of mouth remains as important as ever.

It is without a doubt the most economical—and a highly effective—form of advertising. When you provide a great product or service, you earn your customers’ trust and they will recommend you to others.

How can you encourage more word-of-mouth opportunities and make the most of them?

1. Ask for referrals.

Not every customer takes the initiative, so nicely invite them to share their positive experience with the people they know. Your satisfied customers’ friends, family, neighbors, co-workers, and even casual acquaintances are warm leads (a.k.a., low- hanging fruit) that can go from “prospect” to “new customer” with only a little energy on your part.

2. Don’t make them wait.

Prospective customers who have reached out to you after someone referred them expect a response sooner rather than later. Silence is a sure way to lose opportunities! Reply promptly, at the very least acknowledging you received the person’s inquiry and will get back to them to discuss their project.

3. Live up to your stellar reputation.

Naturally, referrals will have expectations of high quality and service based on what your existing customers have told them about you. By treating every project with the same care and professionalism, your legacy of excellence will continue . . . leading to more opportunities.

While word of mouth is carried out by customers, it’s up to you to follow through and plant the seed to expand its potential for growing your business.