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foreign [Applause] let's look at the sales cycle for just a moment every customer you have at one point was an unknown they didn't know you and you didn't know them but your marketing efforts reached out to them and there was a customer acquisition cost immediately your marketing expenses are an investment in bringing in a new account and then they became suspects not every customer responds positively to the marketing so they come in as suspects and then marketing nurtures that relationship and there's another increase in the acquisition cost then they become prospects they have shown some interest their unqualified prospects which stay typically with marketing and then there are qualified prospects that become the responsibility of sales then they become customers there's two types of customers those that need new growth new applications problem solved or typically sales people do that but then there are customers who are growing organically and they need order fulfillment they need optimization and this is where you can come in if one of your customers grows 10 this year shouldn't their business with you grow 10 percent that's called organic growth they need to accomplish something and rather than dealing with the sales people many of them would rather deal with a customer service person and we'll talk about that later as well and a few customers will become endorsers not many but a few and when they become endorsers guess what they start giving us referrals referrals are the absolute best contacts we can have because marketing is not needed you can see by this graphic that when a customer comes in as a result of a referral they come in at the sales level marketing doesn't necessarily need to be involved referrals bypass marketing and they pre-sell the buyer we're going to talk a lot about referrals in this training [Applause]