David writes a really good article about the importance of referrals to a salesperson. Interesting that most of the key points relate to being remarkable, not on how to "sell" someone.
Sales is about building relationships...getting someone to feel comfortable with your idea and earning trust. The job of a salesperson is to connect with people who want what you and your team have to offer. Most of that is best accomplished by leveraging existing relationships (over satisfied clients), not interrupting people, i.e., cold-calling.