Customers today are quite savvy when it comes to spending their hard earned cash. Customers are bombarded with marketing messages. Plus, they have a lot to choose from. All is not lost though. Word of mouth referrals can still work when you build relationships. I've heard it said, "people do business with those they like." That's true. However, there is more to it than that. People do business with those they trust. Credibility is a must. Keep your appointments. Don't over promise. Always do your best. Follow-up. Give more than is expected. And above all else, smile!