1. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 1What 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.

2. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 2 3. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 31. 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. 4. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 42. 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? 5. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 54. 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? 6. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 61. 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. 7. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 72. 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 employees3. 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 = ROII 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 attendees 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. 8. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 84. 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 Sheila@johnspence.com. If you send them a referral email please copy both Sheila and I, John@johnspence.com, 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 dont work with assholes if the person is not fun, nice and of high-integrity, we do not want the assignment. 9. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 91. 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 customers.If your business is B2B customer 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 clients.*** Insert what you created in the previous workshop ***KnowLikeTrustTryBuyRepeatIdentifyIdealCustomerReferIdealCustomer 10. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 102. 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 ????? 11. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 113. 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 ??? 12. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 124. 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 ??? 13. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 135. 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 ??? 14. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 146. 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 ??? 15. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 157. 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 ??? 16. THE KEYS TO REFERABILITY WorksheetsThe Keys to Referability | JohnSpence.com 168. 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.