"Would you do me the favor of arranging to introduce me to these people? We can do this in person — over lunch, for example — or over the phone. If you'll break the ice, I'll do the rest!"

(Pause for an answer.)

"Of course, if you're not comfortable doing that, may I still borrow the prestige of your name as a reference and ask them to feel free to call you?"

When referrers are businessowners, ask for the names of their local vendors and suppliers or their own business clients. For example, the owners of the computer firm that services your office equipment may be able to put you in contact with their advertising firm or introduce you to their other business or professional clients.

You're got to have access to the key decision-makers. In the business market, your prospect (and, eventually, your client) is the businessowner or major shareholder, not the business itself. Also, check for business contacts among your clients, friends, acquaintances, and family members. Ideally, you may find people who have started their own businesses. Also include people who work for small companies or firms that supply small businesses. They may be willing to introduce you to the businessowner.