Referral Sequence for Speakers Email Guide
Why Referral Sequence Emails Fail for Speakers (And How to Fix Them)
Your last speaking engagement was a huge success. The audience loved you.
But then what? Crickets.
No follow-up, no new leads. Many speakers find themselves in this exact situation.
You deliver powerful keynotes or workshops, leave a lasting impression, and then hope for the best. That's not a marketing problem.
That's a sequence problem. A single 'thank you' isn't enough to convert satisfied clients into your best advocates.
Your past clients are your most valuable, untapped resource for future bookings. A well-crafted referral sequence proactively guides them to introduce you to their network, multiplying your reach and securing more stages without constant outreach.
The templates below are designed to turn your satisfied clients into a consistent stream of high-quality referrals, filling your calendar with ideal opportunities.
The Complete 3-Email Referral Sequence for Speakers
As a speaker, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Thank You
Express genuine gratitude for their trust
Hi [First Name],
It was truly a pleasure speaking for [CLIENT COMPANY NAME] on [DATE]. Your team's engagement during [TOPIC] was fantastic, and I really enjoyed our conversation about [SPECIFIC INSIGHT/QUESTION].
I often reflect on the impact these sessions have, and the energy in the room was genuinely inspiring. My goal is always to deliver [YOUR SERVICE'S MAIN BENEFIT], and I felt we truly achieved that together.
Seeing the positive response and knowing we made a difference is the most rewarding part of what I do. Thank you again for the opportunity to share my insights with your audience.
I'm already looking forward to seeing the [RESULTS/CHANGES] that come from our time together.
Best, [YOUR NAME]
This email uses the principle of reciprocity. By expressing genuine gratitude and highlighting the positive impact and shared success, you create a feeling of obligation and goodwill. It’s not asking for anything yet, but it primes the client for a future request by reinforcing their positive experience.
The Ask
Request referrals with a clear, easy process
Hi [First Name],
Following up on our recent session, I've been thinking about the discussions we had around [SPECIFIC CHALLENGE ADDRESSED]. It's a common hurdle many organizations face, and I'm glad we could offer some clarity and solutions.
My calendar often fills through introductions from people like you, leaders who've experienced the value of [YOUR SERVICE] firsthand. You know the kind of impact I deliver and the types of teams or events that benefit most from my approach.
If you know another organization, event planner, or leader who might be looking to [ACHIEVE OUTCOME] or solve [RELATED PROBLEM], I'd be grateful for an introduction. A quick email connecting us would be perfect.
Simply reply to this email, and I can provide a brief introduction message for you to forward, making it incredibly easy. There's no pressure at all, but your insights are invaluable.
Best, [YOUR NAME]
This email uses social proof and reduces friction. By stating that the calendar 'often fills through introductions from people like you,' it implies that others trust your work enough to refer. Offering to provide a 'brief introduction message' eliminates the mental effort for the client, making the 'ask' feel simple and low-commitment.
The Incentive
Offer a reward or benefit for successful referrals
Hi [First Name],
I wanted to extend my sincere thanks for considering making an introduction. Your willingness to share my work with your network means a great deal to me.
I truly value the trust you place in me, both as a speaker and as a resource for your connections. To show my appreciation for any successful referral that leads to a booking, I'd like to offer you a [SPECIFIC INCENTIVE, e.g., a complimentary coaching session, a premium resource, a gift card, a discount on future services].
It's my small way of saying thank you for helping me reach more audiences who can benefit from [YOUR SERVICE'S MAIN BENEFIT]. You're not just referring a speaker; you're connecting people with solutions.
Just let me know if an introduction leads to a conversation, and I'll make sure to follow up with your appreciation gift. Your advocacy is truly priceless.
Best, [YOUR NAME]
This email employs the principle of extrinsic motivation and reinforces positive behavior. By clearly stating an incentive for a 'successful referral,' it provides a tangible reward, making the act of referring more appealing. It also reiterates the value proposition, framing the referral as a benefit to the referrer's network, not just to the speaker.
4 Referral Sequence Mistakes Speakers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting for referrals to 'just happen' organically without prompting. | Implement a structured referral sequence that proactively guides satisfied clients to make introductions. |
✕ Making the referral process vague or complicated, requiring too much effort from the client. | Provide clear, simple instructions and offer to draft an introduction message for them to forward, reducing friction. |
✕ Not following up or acknowledging when a client makes a referral, whether successful or not. | Always send a personal thank you for any introduction, and provide a special incentive for successful bookings to reinforce the behavior. |
✕ Only asking for referrals from brand new clients who haven't fully experienced the impact yet. | Target clients who have recently experienced the full value of your speaking, as their enthusiasm and trust will be highest. |
Referral Sequence Timing Guide for Speakers
When you send matters as much as what you send.
The Thank You
Express genuine gratitude for their trust
The Ask
Request referrals with a clear, easy process
The Incentive
Offer a reward or benefit for successful referrals
Send after a positive outcome, testimonial, or successful project.
Customize Referral Sequence for Your Speaker Specialty
Adapt these templates for your specific industry.
Keynote Speakers
- Encourage event organizers to connect you with other relevant conference planners they know.
- Suggest clients share positive feedback and key takeaways from your keynote on LinkedIn, tagging you.
- Offer to provide a short, personalized video message for their internal teams post-event, which can be shared with other departments or sister companies.
Workshop Speakers
- Ask participants to share their 'aha!' moments or practical applications from the workshop with their colleagues.
- Suggest the client invite you back for a follow-up session or to present the workshop to another team/department.
- Provide a simple feedback form that includes a question like, 'Who else do you know who would benefit from this workshop?'
Corporate Speakers
- Encourage HR or L&D contacts to introduce you to their counterparts in other divisions or industry partners.
- Highlight specific business problems you helped solve and ask clients to think of other companies facing similar issues.
- Offer to co-create a short case study or testimonial that highlights the corporate impact, which can then be shared internally and externally.
Motivational Speakers
- Ask audience members to share their biggest inspiration or action step from your talk with their networks.
- Suggest clients introduce you to other community leaders or non-profit organizations seeking inspiring content.
- Encourage individuals to share how your message impacted their personal or professional journey, inspiring others to seek similar experiences.
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