darr-schackow referral worsheets

THE KEYS TO REFERABILITY Worksheets

The Keys to Referability | JohnSpence.com 1

1. How much of your NEW business currently comes from referrals __________%

2. What are your top three referral sources in order – with percentages?

Source 1: %

Source 2: %

Source 3: %

3. How, specifically, are you currently generating referrals from these three sources?

Source 1:

Source 2:

Source 3:

4. Why, specifically, do they refer business to you?

Source 1:

Source 2:

Source 3:



What would it take for you/your business to be considered among the very best at what you do?

What awards or distinctions would you have to win? What would be the size of your of business, total

revenues, locations, number of employees? Who would be your customers?

Think about the top professionals/businesses in the world in your industry – what, specifically, makes

them the best? What have they done in order to be considered the best at what they do?

Create a checklist, as specific and measurable as possible, of exactly what you/your business will need

to do in order to be widely recognized as among the very best in your profession/industry.



1. Describe in detail what your “Ideal Client” looks like.

If your business is B2C list things such as age, ethnicity, family situation, gender, income level, education

level, neighborhood, car they drive, schools attended, what do the read, what sports do they enjoy,

what other sort of other products do they own – type of car, type of house – activities, interests,

hobbies – how much do they typically spend with you, how do they pay (cash, credit, check, account)

everything you can think that describes your very best current customers.

If your business is B2B list things such as: type of business, total revenues, number of employees, key

products and services, number of locations, major competitors, key decision maker, how long in

business, how much do they typically spend with you, what other sort of things do they purchase on a

regular basis – everything you can think to describe your very best current clients.



2. What are the “triggering events” that cause them to buy from you? What happens in their world

that makes them need/want to do business with you?

3. What is special/unique/ valuable about the way you solve their problems? Why, specifically, do

your customers choose you?



4. What sort of thing might I hear someone say that would help me know they need your help?

5. What is the best way for me to introduce them to you?

6. What else do I need to know?



1. Describe in detail what your “Ideal Client” looks like.

If your business is B2C list things such as age, ethnicity, family situation, gender, income level, education

level, neighborhood, car they drive, schools attended, what do the read, what sports do they enjoy,

what other sort of other products do they own – type of car, type of house – activities, interests,

hobbies – how much do they typically spend with you, how do they pay (cash, credit, check, account)

everything you can think that describes your very best current customers.

If your business is B2B list things such as: type of business, total revenues, number of employees, key

products and services, number of locations, major competitors, key decision maker, how long in

business, how much do they typically spend with you, what other sort of things do they purchase on a

regular basis – everything you can think to describe your very best current clients.

My clients fall into three groups.

Any company – small to Fortune 500 - that wants a “Thought Leader” or highly

respected expert to deliver a keynote or workshop at a major meeting – or a series of

workshops/training programs for their employees.

Any small to medium-sized company that wants advice, consulting and training

programs to help take their company to the next level.

Any association or organization that needs a keynote speaker or breakout session

presenter for a large meeting.

My main topics are: business excellence, strategic thinking, Leadership, high-performance

teams, winning culture, change management and customer service.

The decision maker is typically the owner, CEO President, head of HR, head of talent

development, sales management executive, or director of learning/programming.

I have clients worldwide and have delivered programs in Japan, Hong Kong, Australia, New

Zealand, Mexico, Canada, Germany and many other locations.

My clients range in size from 20M to 80B+… 100 – 100,000 employees. They are typically used

to hiring speakers/trainers and understand the process and general fee structure. They are

looking for a TRUE expert that will have credibility with their people. They also want someone

who will work with them as a partner and trusted advisor to help them build a world-class

event/program.



2. What are the “triggering events” that cause them to buy from you? What happens in their world

that makes them need/want to do business with you?

Major annual meeting/conference

Not achieving the desired business results

Need to train/motivate employees – especially high-potential employees

Need a customized training program that exactly meets their needs/requirements

Senior management team is dysfunctional

Poor morale – disengaged employees

3. What is special/unique/ valuable about the way you solve their problems? Why, specifically, do

your customers choose you?

I have asked dozens of my top clients (Apple, Microsoft, GE, IBM, Merrill Lynch, Mayo Clinic,

and Bank of America…) and they have all told me:

Research + Real Life + Passion = ROI

I have read a minimum of 100 – 120 business books every year since 1989 and have listened to

more than 700 audio business books. I do more research than almost any other speaker/trainer

in the world.

I have been the owner or CEO of 10 companies and have worked on/with the management

teams of several of my clients – so I am not just theory – I have tons of real-world experience.

I am deeply passionate to understanding and teaching business excellence – I have dedicated

that last 20 years of my life to this pursuit and have been named a top 100 Business Thought

leader in America, Top 100 Business Thought Leader in the world, one of the top 100 Small

Business influencers in America and one of the top 500 Leadership Development experts in the

world.

I am NOT a motivation speaker!!! I am an “Informational” speaker – I focus like crazy on

delivering good, solid and actionable ideas and tools that people can take and implement right

away for a dramatic positive impact on their career, business and life. No fluff – no B.S. – I will

not waste one minute of the attendee’s time.

I am comfortable presenting to small groups of senior executive – up to 10,000+ in large

conferences and I am also one of the most low-maintenance and easy to work with speakers

you will ever meet.



4. What sort of thing might I hear someone say that would help me know they need your help?

We need a really good speaker for our conference.

My company is not doing so great and I am really getting worried about the numbers.

My company is doing great – but I really need to take my people to the next level.

I really need to get my company back on track – but I have no idea how to do it.

I do not want to lose my best people – I need a special program to show them that they

are important to the company and we are investing in their development.

5. What is the best way for me to introduce them to you?

Send them to my website www.johnspence.com to look at it quickly and get a better idea of

what I do – and also tell them to call my wife/business partner Sheila Spence at 352-339-0142

or [email protected]. If you send them a referral email – please copy both Sheila and I,

[email protected], on it.

6. What else do I need to know?

Everything we do is custom – we have no canned speeches or programs.

We are very flexible and offer in lots of “extras” such as pre and post-event videos,

webinars, additional training materials.

I have several books and clients often like to pick one and give it to the attendees.

I have worked in just about every imaginable industry – so I can easily learn what I need

to know to do a superior job of customization for any client.

We charge a flat daily fee and for that price I will do as much work as the client requests

– keynotes, breakouts, private coaching, team meetings, VIP dinner, breakfast meeting –

anything they need, all at one price.

I have been a guest lecturer for more than 14 years on strategy and strategic thinking at

the Wharton School of Business and also teach at the Entrepreneurial Masters Program

at MIT.

We don’t work with assholes – if the person is not fun, nice and of high-integrity, we do

not want the assignment.

http://www.johnspence.com/

mailto:[email protected]

mailto:[email protected]



1. How do potential customers (clients, members) get to KNOW you and your business? Write in

specifically what you are currently doing and what you can add to the mix.

Referrals

Ads

Business card

Networking

Associations

Clubs

Community involvement

Charity involvement

?????

Know Like Trust Try Buy Repeat Identify

Ideal Customer

Refer Ideal

Customer



2. How do you currently get potential customers to LIKE you and your business? Write in specifically

what you are currently doing and what you can add to the mix.

Brand

Website

Social media

Blog

Newsletter

Office/building

Reception / greeting

Appearance

???



3. What are you doing to help potential customers TRUST you and your business? Write in specifically

what you are currently doing and what you can add to the mix.

Certifications

Awards

Degrees

Client list

Testimonials

Guarantee

Reputation

???



4. What are you doing to help potential customers TRY you and your business? Write in specifically what

you are currently doing and what you can add to the mix.

Free Trial

Small investment

Beta Test

Discounts

Special offers

Limited time

Break up your offer

???



5. What are you doing to help potential customers become real customers and BUY from you and your

business? Write in specifically what you are currently doing and what you can add to the mix.

Special offers

Discounts

Customization

Unique services

Customer service

Terms

Payment options

???



6. What are you doing to help first-time customers REPEAT BUY from you and your business? Write in

specifically what you are currently doing and what you can add to the mix.

Special offers

Discounts

Customization

Unique services

Customer service

Terms

Payment options

Loyalty programs

VIP programs

???



7. What are you doing to help repeat customer become Enthusiastic Referral Sources for you and your

business? Write in specifically what you are currently doing and what you can add to the mix.