darr-schackow referral worsheets
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Worksheets for Keys to ReferabilityTRANSCRIPT
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:
THE KEYS TO REFERABILITY Worksheets
The Keys to Referability | JohnSpence.com 2
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.
THE KEYS TO REFERABILITY Worksheets
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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.
THE KEYS TO REFERABILITY Worksheets
The Keys to Referability | JohnSpence.com 4
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?
THE KEYS TO REFERABILITY Worksheets
The Keys to Referability | JohnSpence.com 5
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?
THE KEYS TO REFERABILITY Worksheets
The Keys to Referability | JohnSpence.com 6
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.
THE KEYS TO REFERABILITY Worksheets
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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.
THE KEYS TO REFERABILITY Worksheets
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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.
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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
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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
???
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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
???
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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
???
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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
???
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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
???
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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.