Here is an example of how to fill out the Ideal Client Referral worksheet

1. IDEAL CLIENT Referral Worksheet
The Keysto Referability |JohnSpence.com 1
1. Describe in detail what your “Ideal Client” lookslike.
If your business isB2Clistthingssuchas age, ethnicity,familysituation,gender,income level,education
level, neighborhood,cartheydrive,schoolsattended,whatdothe read,whatsportsdo theyenjoy,
whatother sortof otherproductsdo theyown – type of car, type of house – activities,interests,
hobbies –howmuch do theytypicallyspendwithyou,how dotheypay(cash,credit,check,account)
everything you can thinkthatdescribes yourvery best currentcustomers.
If your businessisB2Blistthingssuch as: type of business,total revenues,numberof employees,key
productsand services,numberof locations,majorcompetitors,key decisionmaker,how longin
business,howmuchdotheytypicallyspendwithyou,whatothersortof thingsdo theypurchase ona
regularbasis – everything you can think to describe yourvery best currentclients.
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. IDEAL CLIENT Referral Worksheet
The Keysto Referability |JohnSpence.com 2
2. Whatare the “triggeringevents” that cause themto buy from you? What happensin their world
that makesthem need/wantto do businesswithyou?
 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. Whatis special/unique/valuable about the way you solve theirproblems?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.

3. IDEAL CLIENT Referral Worksheet
The Keysto Referability |JohnSpence.com 3
4. Whatsort of thingmight I hear someone say that wouldhelp me know they needyour 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. Whatis the bestway 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. Whatelse do I needto 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.