As any seasoned business professional is aware, one of the best ways to grow your business is through referral. Happy existing customers telling their friends about the positive experience they are having is a home run. When calling upon a referral, the sales person breaks through the gate keeper barrier that most business’s have. The trust of the decision maker on the other end of the phone is already present based upon the positive message conveyed by the person referring. Close ratios are exponentially higher in this scenario and retention ratios are also much higher. We would consider this type of lead a qualified lead in comparison to a unqualified lead where no connection to the business exists. An unqualified lead is much more difficult to close.