I was thinking about this question at a daylong conference I attended last week. (As I write this, I can hear a lot of you saying, "A day. I can't take a day away from my business. That's nuts.") To add nuttiness, the event was about a subject matter I know - business by referral. And, like everyone I`m very busy in my business - but I made time for this. Here's why: I knew I would learn something valuable. Which I did; I learned about a number of things that will make me a better referral partner, I gleaned interesting knowledge about how to serve my referral partners more effectively.

That's why I attended - I want to know how to be the best referral partner and referral source I can be. To achieve that goal takes lifelong learning. There's no question that I know a lot about referral marketing, but I add to my knowledge every chance I get.

When we belong to a referral network like BNI, we can never stop learning about how to help our referral partners. Never. Because as soon as we stop actively seeking new ways to support and help our partners, the referrals stop. That`s just the way it is. Referral relationships are active, living, breathing things. If we ignore them, or take them for granted, they die. Just belonging to a referral organization isn`t enough. We have to carefully feed and care for our referral partners - or no referrals.

This week find a new and interesting way to support one of your referral partners. If you can`t think of something, book a one-to-one BBI with the person and find out how to help.

It will keep the referrals flowing.