All Granite and Marble Corp. of Ridgefield Park, NJ, a fabricator of 150 projects per week, has developed a referral network for stone fabricators. Over the years, the company implemented CNC equipment to its production, and now has 20 teams of installers with a three-day turnaround time. The firm reports that it has drawn significant interest through an extensive program of television, radio and printed advertisements -- as well as a Web site with 10,000 visitors per day. However, since only a small percentage of these visitors are in the company's region, a referral network has been developed based on information provided by potential customers.

The company has a free national quoting system that gathers useful information about the customer and their needs. That data is then processed and stored in All Granite and Marble's database. After companies join the referral network, they are asked to fill out a questionnaire regarding the customers they are looking for. “For example, let's say you have a granite shop located in Phoenix, AZ, and a customer from Gilbert, AZ, requests a quote through our Web site,” explained Walter Wojtach of All Granite and Marble. “He is renovating his kitchen and needs new countertops as well as cabinet refacing, and he would like to change his appliances. Three leads are created in our data base: cabinet refacing, granite countertops and appliances. We then match these leads with the companies that are signed up for our service and send them information about the client -- what he needs, when, how large the project is, and so on.” Subscribers only get clients from the area specified, and there is no contract required. For more information, visit