Most businesses need to sell. We would all love to be the next Apple - the company who manages to attract customers to it, but most of us will always need to do some outbound sales. Owners and Directors tell me that they get most of their business by referrals - this is great!
Referrals are most definitely the most effective and efficient way of growing your business. However, if you are not competent at making calls - either cold or warm ones - how well prepared are you to deal with the referrals when they come in?