Referrals & Introductions
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Referral Standards
Box: For further information, please visit: www.speakerscanada.com/roster/inquiries
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Referral Benefits
- Speaker: Generate bookings, relationships, career growth
- Client: Gain trusted access, qualified expertise
- Bureau: Preserve relationships, history, service continuity
- Trust: Strengthen client, speaker, bureau confidence
- Access: Reach buyers beyond existing networks
- Fit: Connect needs, expertise, proven value
- Efficiency: Shorten discovery, qualification, booking cycles
- Repeat: Expand events, sessions, internal audiences
- Value: Increase revenue, product sales, commission savings
- Growth: Compound referrals across strong engagements
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Referral Strategy
- Goals: Define booking, relationship, referral priorities
- Targets: Prioritize aligned buyers, organizers, connectors
- Research: Identify high-value contacts before engagements
- Signals: Recognize praise, interest, future needs
- Timing: Ask once genuine value appears
- Schedule: Protect networking time around engagements
- Ask: Request specific introductions, not generic referrals
- Equip: Provide profiles, topics, referral language
- Reciprocity: Return useful introductions, resources, connections
- Improve: Refine networking, influence, referral conversion
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Referral Policy
- Agreements: Follow applicable signed relationship terms
- Exclusive: Route direct leads unless otherwise agreed
- Non-Exclusive: Refer selected direct inquiries voluntarily
- Bureau: Return bureau-originated business, protect relationships
- Spin-Offs: Disclose bureau-event derivative inquiries promptly
- Source: Confirm origin, conflicts, relationship overlap
- Disclosure: CC bureau, share fees, quotes, communication
- Credit: Confirm booking, reduce five points, 15% floor
- Protection: Keep speaker-referred inquiries speaker-specific
- Conduct: Document activity, protect professional relationships
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Referral Channels
- Event Email: Use event@speakerscanada.com
- Agent: Contact assigned event agent directly
- Representation: Use designated speaker referral contact
- Introduction: Connect buyer, speaker, bureau via CC
- Meeting: Arrange direct referral discussion where useful
- Form: Submit structured referral information
- Website: Direct buyers toward bureau inquiry pathway
- Profiles: Share official bureau speaker profiles
- Events: Convert conversations into documented referrals
- Partners: Create direct trusted introductions
Speaker-Referred Business
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Referral Value
- Trigger: Apply credit after confirmed booking
- Non-Exclusive: Reduce 25% commission → 20%
- Exclusive: Reduce 20% commission → 15%
- Minimum: Maintain 15% bureau commission floor
- Scope: Credit direct, internal, event-derived bookings
- Roster: Credit qualifying bureau-speaker referral bookings
- Protection: Keep qualifying referrals speaker-specific
- Management: Gain agent support, shift administration
- Commercial: Use pricing, negotiation, contracting expertise
- Continuity: Protect fees, service, booking history
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Referral Sources
- Direct: Personal website, email, relationship inquiries
- Clients: Existing clients, same-organization relationships
- Internal: Departments, divisions, teams, programs
- Events: Organizer, attendee, event-derived interest
- Stakeholders: Leaders, sponsors, production, partners
- Speakers: Peer recommendations, roster referrals
- Networks: Professional, association, community relationships
- Marketing: Speaker campaigns, social, inbound responses
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Referral Submission
- CC: Introduce bureau directly, avoid detached forwards
- Source: Identify relationship, originating event
- Contact: Provide organizer, role, organization
- Event: Include date, location, format
- Needs: Share audience, topics, goals, timing
- Budget: Include known budget, fee parameters
- Fees: Disclose pricing, quotes, prior discussions
- Context: Share history, communication, sensitivities
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Bureau Management
- Record: Open referral record, assign agent
- Review: Verify source, history, pricing context
- Qualification: Confirm budget, timing, audience, fit
- Protection: Keep referral speaker-specific, restrict alternatives
- Positioning: Advance speaker against client priorities
- Pricing: Coordinate fees, travel, commercial terms
- Packages: Assess multi-session, multi-event pricing
- Communication: Manage client contact, follow-up, updates
- Marketing: Activate approved contact lists strategically
- Service: Coordinate agreement, booking, event handoff
Bureau-Referred Business
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Client Relationships
- History: Activate organization, event, relationship equity
- Repeat: Generate annual, recurring, multi-event business
- Organizations: Maintain continuity across changing organizers
- Planners: Serve planners booking multiple events, speakers
- Sectors: Leverage corporate, government, nonprofit, associations
- Expansion: Explore departments, audiences, locations, programs
- Procurement: Apply established purchasing, client relationships
- Value: Assess assets, access, strategic booking value
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Industry Relationships
- Agencies: Generate shared, co-broker booking activity
- Bureaus: Coordinate cross-bureau bookings, market access
- Managers: Extend talent, client relationship networks
- Planners: Build recurring planner, meeting-professional relationships
- Producers: Extend production networks, event buyers
- Associations: Leverage sector, chapter, IASB networks
- Networks: Activate business, leadership, professional groups
- Partners: Exchange qualified introductions, recurring business
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Speaker Matching
- Expertise: Match content against client priorities
- Audience: Align experience, roles, expectations
- Outcomes: Match speaker value, desired results
- Format: Align keynote, workshop, panel, emcee
- Fee: Assess budget, strategic value, positioning
- Location: Consider geography, travel practicality
- Availability: Maintain accurate calendar responsiveness
- Style: Match delivery approach, event environment
- Evidence: Use videos, testimonials, comparable bookings
- Advancement: Apply history, preferences, future-event intelligence
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Bureau Marketing
- Digital: Generate website, search, social discovery
- Campaigns: Run individual, multi-speaker, themed campaigns
- Targeting: Use contacts, location, sector, networks
- Proposals: Advance speakers across qualified selections
- Outreach: Use email, direct sales, follow-up
- Events: Convert event history into future funnels
- Expansion: Explore colleagues, departments, related organizations
- Demand: Align campaigns around client speaker needs
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Client Stewardship
- Context: Respect relationship history beyond current booking
- Communication: Coordinate contact using assigned team
- Service: Make organizer experience consistently easy
- Alignment: Maintain pricing, positioning, expectations
- Delivery: Protect agreed scope, event standards
- Feedback: Return useful client intelligence
- Protection: Protect bureau relationships, reputation, equity
- Continuity: Route repeats, spin-offs through bureau
Event-Referred Business
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Event Research
- Organizers: Map organizers, committees, planner authority
- Leadership: Identify executives, buyers, decision-makers
- Audience: Research attendee roles, organizations, influence
- Guests: Identify special guests, high-value participants
- Stakeholders: Map sponsors, media, partners, affiliates
- Production: Research producers, AV, venue contacts
- Associations: Map chapters, members, related organizations
- Speakers: Review agenda speakers, expertise, networks
- Relationships: Identify mutual contacts, bureau history, introductions
- Priority: Rank targets, networking time, conversations
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Event Networking
- Schedule: Protect arrival, departure, networking time
- Presence: Stay accessible beyond presentation delivery
- Programs: Attend meals, receptions, extra programming
- Access: Connect leaders, organizers, sponsors, production
- Introductions: Request host connections to priority people
- Conversations: Listen, connect, avoid immediate selling
- Influence: Build trust using value, relevance, relatability
- Names: Remember people, roles, personal context
- Speakers: Study peers, build reciprocal relationships
- Bureau: Use representative strategically, support introductions
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Contact Capture
- Direct: Prioritize personal exchanges, usable details
- Value: Give practical reason to stay connected
- Resources: Offer takeaways, books, useful content
- Digital: Use compliant QR, apps, landing pathways
- Interactive: Use forms, cards, games, prizes
- Details: Capture name, role, organization, email, phone
- Context: Record interests, discussion, referral relevance
- Lists: Route contacts toward clean, usable segments
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Lead Capture
- Signals: Prioritize praise, urgency, booking interest
- Approaches: Treat post-session interest as high priority
- Organizer: Explore repeat, related, internal programs
- Leadership: Identify department, location, program demand
- Audience: Capture attendee event needs, referrals
- Stakeholders: Capture sponsor, production, speaker-generated leads
- Discovery: Confirm timing, decision-maker, event context
- Next: Establish direct contact, bureau pathway
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Event Spin-Offs
- Organization: Expand across teams, audiences, locations
- Sessions: Convert same-event interest into added sessions
- Associations: Extend across chapters, member organizations
- Audience: Convert attendee interest into future bookings
- Stakeholders: Develop organizer, sponsor, production referrals
- Formats: Expand training, workshops, related services
- Repeat: Convert strong events into recurring programs
- Coordination: Contact agent promptly, align follow-up pathway
Contacts & Introductions
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Contact Strategy
- Goals: Define relationship, referral, booking priorities
- Segments: Separate buyers, connectors, partners, peers
- Priority: Rank contacts by relevance, influence
- Fit: Focus relationships matching speaker positioning
- Value: Lead using insight, resources, introductions
- Sharing: Coordinate approved speaker, bureau contact lists
- Targeting: Use location, association, event segments
- Permission: Respect communication, relationship boundaries
- Reciprocity: Return useful contacts, resources, referrals
- Refine: Adjust network using relevance, conversion
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Contact Research
- Roles: Identify responsibility, buying authority, influence
- Organizations: Map structure, departments, leaders, priorities
- Events: Research recurring programs, future activity
- Associations: Map members, chapters, decision networks
- Relationships: Identify mutual contacts, bureau history
- Prospecting: Build compliant lists, rank contact quality
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Contact Lists
- Segments: Group buyers, clients, partners, speakers
- Details: Maintain role, organization, contact information
- Classification: Tag sector, topic, geography, influence
- Source: Record origin, event, relationship context
- Quality: Clean records, status, stale contacts
- History: Retain conversations, introductions, outcomes
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Targeted Outreach
- Relevance: Contact people around credible reason
- Personalize: Reference relationship, event, shared context
- Targeting: Match outreach to role, location, sector
- Value: Lead using insight, resources, proof
- Systems: Use bureau campaigns, funnels, CRM
- Action: Request conversation, introduction, referral, follow-up
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Qualified Contacts & Introductions
- Quality: Advance relevant contacts, avoid random names
- Priority: Select contacts matching client, service value
- Fit: Confirm speaker, buyer, partner alignment
- Permission: Confirm introduction welcomes both parties
- Purpose: Define event, business, referral reason
- Context: Explain relationship, need, shared relevance
- Value: Clarify benefit across both parties
- Introduction: Connect parties directly, preserve context
- Bureau: Include assigned agent on booking introductions
- Next: Suggest clear conversation, next action
Membership Referrals
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Candidate Fit
- Expertise: Prioritize credible specialist knowledge
- Authority: Look for demonstrated professional credibility
- Delivery: Assess presentation quality, stage command
- Experience: Consider relevant professional speaking history
- Demand: Identify expertise clients actively request
- Positioning: Seek clear market differentiation
- Assets: Review biography, topics, video, proof
- Professionalism: Consider responsiveness, conduct, reliability
- Market: Assess client fit, fee positioning
- Readiness: Refer only credible, bookable candidates
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Candidate Sources
- Events: Notice strong speakers during engagements
- Network: Use trusted speaker, professional circles
- Organizers: Ask about standout presenters encountered
- Clients: Invite selective speaker recommendations
- Associations: Identify credible member, conference speakers
- Industry: Use professional, partner referral networks
- Bureaus: Network across other bureau rosters
- Media: Identify experts, authors, commentators
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Candidate Introductions
- Relationship: Explain existing connection clearly
- Context: State where candidate was discovered
- Expertise: Summarize primary speaking value
- Proof: Share profile, video, relevant evidence
- Observation: Provide firsthand event impressions
- Fit: Explain likely bureau contribution
- Contact: Connect candidate, bureau directly
- Application: Direct candidate toward membership process
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Bureau Assessment
- Review: Evaluate expertise, delivery, professionalism, assets
- Demand: Compare topics against client demand
- Coverage: Assess topic, industry, regional gaps
- Differentiation: Test distinct market positioning
- Standards: Confirm professionalism, booking readiness
- Choice: Strengthen credible client matching options
- Decision: Bureau determines membership relationship
- Growth: Add quality, strengthen roster relevance
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Member Referrals
- Knowledge: Learn strengths across bureau roster
- Fit: Recommend colleagues matching client needs
- Profiles: Share official bureau speaker profiles
- Alternatives: Refer better-fit or unavailable alternatives
- Introductions: Connect clients, speakers, assigned agent
- Collaboration: Build reciprocal member referral habits
- Credit: Track qualifying member referral bookings
- Culture: Keep suitable business inside bureau network
Partner Referrals
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Partner Strategy
- Needs: Identify service gaps worth solving
- Targets: Define clients, services, providers worth sharing
- Fit: Match partners against actual requirements
- Standards: Prioritize quality, reliability, professionalism
- Proof: Review work, references, relevant experience
- Rates: Track pricing, value, preferred terms
- Rights: Clarify source files, ownership, reusable masters
- Access: Define accounts, systems, deliverables
- Reciprocity: Exchange trusted referrals, useful resources
- Records: Keep city, service, quality notes
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Production Partners
- Photography: Identify event, profile photographers
- Video: Identify keynote, promotional videographers
- Production: Track reliable event production companies
- AV: Maintain audio, lighting, technical specialists
- Studios: Track podcast, interview, recording facilities
- Editing: Maintain video, audio post-production specialists
- Streaming: Track virtual, hybrid production support
- Design: Identify presentation, visual, motion specialists
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Travel & Local
- Hotels: Track reliable properties, speaker-friendly terms
- Transport: Keep trusted ground, local travel options
- Meals: Maintain useful restaurant, catering contacts
- Venues: Record reliable venues, local contractors
- Travel: Use services reducing booking workload
- Codes: Retain preferred rates, booking codes
- Cities: Build reusable local provider knowledge
- Support: Share trusted local contractors, service contacts
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Media & Digital
- PR: Identify credible media relations specialists
- Podcasts: Track hosts, producers, booking support
- Websites: Maintain speaker-focused web specialists
- Search: Identify SEO, GEO expertise
- Social: Track content, platform specialists
- Advertising: Identify paid-media expertise selectively
- CRM: Maintain pipeline, automation specialists
- Analytics: Track measurement, attribution expertise
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Professional Partners
- Legal: Identify qualified contract, IP professionals
- People: Identify HR, employees, contractors, talent
- Translation: Maintain trusted language specialists
- Software: Share useful platforms, technical providers
- Advisors: Identify business, operational specialists
- Coaching: Track presentation, storytelling, branding specialists
- Publishing: Track editors, publishers, book specialists
- Financial: Maintain accounting, financial, business advisors
Referral Growth
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Presentation Impact
- Memorability: Create ideas people remember, discuss
- Approaches: Increase immediate post-session conversations
- Depth: Turn topic interest into one-on-one dialogue
- Connection: Convert dialogue into personal relationships
- Reputation: Strengthen speaker credibility, market recall
- Organizer: Increase confidence, repeat-booking interest
- Leadership: Increase internal advocacy, introductions
- Audience: Generate attendee inquiries, referrals, sharing
- Expansion: Open departments, audiences, related programs
- Momentum: Feed network growth, word-of-mouth demand
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Event Impact
- Presence: Stay accessible beyond presentation delivery
- Participation: Use meals, receptions, meet-and-greets
- Service: Make organizer experience easy, reliable
- Access: Increase contact across leaders, stakeholders
- Associations: Extend presence across member-network events
- Network: Full-event impact compounds relationship growth
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Value-Driven Engagement
- Value: Give useful reasons to stay connected
- Resources: Offer takeaways, tools, industry insights
- Digital: Use QR, landing, resource pathways
- Research: Create event-specific, industry-specific resources
- Interactive: Use games, prizes, participation creatively
- Conversion: Turn added value into continued engagement
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Organizational Influence
- Targeting: Research leadership, teams, stakeholder priorities
- Leadership: Build familiarity across senior decision-makers
- Teams: Understand organizers, departments, internal influencers
- Introductions: Seek host connections across key stakeholders
- Relationships: Remember names, context, personal relevance
- Expansion: Convert recognition into internal referrals
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Audience Influence
- Recall: Build memorable audience recognition
- Access: Stay reachable across audience interactions
- Names: Remember people, context, useful details
- Conversations: Encourage one-on-one topic discussion
- Value: Extend useful resources beyond presentation
- Referrals: Convert audience recognition into inquiries
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Word of Mouth
- Priority: Build word of mouth deliberately
- Recall: Give people reasons to remember
- Ideas: Create concepts people repeat naturally
- Stories: Build examples worth retelling
- Visibility: Stay useful, accessible beyond event
- Advocacy: Engage organizers, leaders, audiences, peers
- Networks: Activate association, production, speaker recommendations
- Sharing: Make useful content easy to circulate
- Leads: Trusted recommendations create high-intent inquiries
- Momentum: Let referrals compound reputation, demand
Referrals & Outcomes
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Source Tracking
- Origin: Identify original referral source
- Discovery: Ask how lead found speaker
- Referrer: Identify person creating connection
- Channel: Record email, event, form, introduction
- Event: Link referral to originating engagement
- Organization: Record client, department, chapter
- Relationship: Note bureau, speaker, partner context
- Campaign: Attribute marketing-generated referrals accurately
- Conflict: Check bureau, agency, negotiation overlap
- Agent: Assign responsible bureau contact
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Referral Records
- Contact: Record received date, organizer, role, details
- Event: Capture date, location, format, session
- Needs: Record topic, audience, desired outcomes
- Context: Document source, relationship, originating event
- Communication: Retain correspondence, fees, quotes, agent
- Status: Track follow-up, credit, booking outcome
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Referral Credit
- Eligibility: Confirm booking meets referral policy
- Speaker: Record referring speaker accurately
- Booking: Classify direct, spin-off, roster referrals
- Commission: Record standard, adjusted five-point credit
- Evidence: Retain source, eligibility, attribution records
- Reputation: Track consistent, high-value referral contributors
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Referral Performance
- Contacts: Measure contacts captured per event
- Leads: Measure qualified leads per engagement
- Networking: Compare time, conversation depth, results
- Conversion: Track contact → lead → proposal → booking
- Growth: Measure bookings, expansion, revenue, repeats
- Influence: Track approaches, introductions, leadership interest
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Outcome Attribution
- Pipeline: Measure qualified referrals, proposal progression
- Bookings: Attribute direct, spin-off, roster bookings
- Expansion: Track sessions, events, departments, locations
- Revenue: Attribute speaking, book, product value
- Sources: Compare events, associations, referrers, channels
- Conversion: Compare source performance across stages
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Testing & Optimization
- Capture: Compare QR, forms, resource pathways
- Resources: Test takeaways, research, recap content
- Interactive: Compare prizes, games, audience activities
- Access: Compare meet-and-greets, signings, one-on-ones
- Presence: Compare networking duration, event participation
- Associations: Compare chapter, member-network results
- Sources: Compare audience, organizer, production pathways
- Leads: Identify tactics producing qualified demand
- Scale: Repeat tactics producing bookings, relationships
- Stop: Retire tactics producing little value
