# Referral Request System

**Every signed client is worth 2-3 warm intros to peers.** Cold outreach converts ~10%. Warm intros from a happy client convert ~40%.

This is the system for asking · when to ask · exactly what to say · how to track.

---

## The math

**Without referrals:**
- Cold outreach: 100 DMs → 10 replies → 3 discovery calls → 1 close
- CAC = 100 hrs / $1

**With referrals:**
- 1 client refers 2 peers → 2 warm intros
- 2 warm intros → 1.6 discovery calls (80% take the call · warm)
- 1.6 discovery calls → 0.8 closes (~50%)
- Effective CAC = 5 hrs / $1

**5 client referrals in Year 1 = ~4 additional closes = $60K+ additional MRR-year.**

That's why this system matters more than any other outbound tactic once you've closed your first customer.

---

## When to ask · the 3 windows

### Window 01 · Post-signing celebration (Day 7)

**Trigger:** Kickoff meeting completed · client showed clear enthusiasm

**Ask energy:** *Momentum · not transaction.* You just delivered a great kickoff. Client feels the value. Now's the moment.

**Get:** 1-2 intros to peers they're already thinking about

---

### Window 02 · Post-case study publication (Day 90)

**Trigger:** Case study published on TOJ mothership + shared to client's IG

**Ask energy:** *Proof · not pitch.* The case study is live and driving inquiries. Ask them to share with peers.

**Get:** 2-3 intros with the case study as the icebreaker

---

### Window 03 · Post-Q1 review celebration (Day 90+)

**Trigger:** Q1 review meeting shows real wins (funnel metrics · placements · Trainer Blueprint progress)

**Ask energy:** *Confidence · not neediness.* Client sees the OS working. Ask for the intros they've been meaning to make.

**Get:** 1-2 intros from their peer network at their level

---

## The templates

### Window 01 · Post-signing DM template

**Send:** Day 7 · after kickoff · in Slack or IG DM

```
Coach —

Kickoff was solid. Excited to work.

One ask: as we build out hooks-os, I'm approaching the next 4 
trainers at your level for Trainer OS. Faster if warm intros · 
slower if cold.

Any coaches in your circle who'd be worth me showing hooks-os to?

Not asking you to sell anything · just intro me if the fit is 
real. I take it from there.

— K
```

**What to send if he says yes:** the [outreach sequence templates](trainer-os-sequence.md) · but customized so Kyron introduces himself referencing "Hooks recommended I reach out."

---

### Window 02 · Post-case study publication email template

**Send:** Day 90 · morning after case study goes live

**Subject:** `Coach — case study is live · one ask`

```
Coach,

Your case study is live: [LINK]

Numbers hit hard: 6 NFL alumni referenced · 30+ P4 tracked · 
CBH advocacy ledger cited by two college DCs already.

The distribution play now: send this to 2-3 peer trainers in your 
network who'd want to see what's possible. If they respond, 
introduce us · I'll take it from there.

Not asking you to pitch anything. Just intro me the way you'd want 
to be introduced.

Warm signal from someone at your level converts 4x cold. That's 
math I can compound off.

— K
Trained product is distributed. #CoachHooksTrained
```

---

### Window 03 · Post-Q1 review DM template

**Send:** Day 90+ · after successful Q1 review meeting

```
Coach — solid Q1.

The Personal LLM is 40% there · voice rules crossed 60 · Trainer 
Blueprint is scoped · advocacy ledger shows attribution to 4 offers.

Next thing I want to build: 3 more Trainer OS customers by Q3.

Any coaches in your circle you'd want on the platform? Being 
frank: I want to build with the same caliber people as you · not 
below.

DM me 2-3 names · I do the rest.

— K
```

---

## What makes a good referral candidate

Before asking Hooks for names, share the profile you're looking for:

```
Ideal fit for Trainer OS:
- 10+ years coaching · pro or elite HS clients
- 20+ active athletes on roster
- 6-figure annual revenue
- Established personal brand (5K+ IG)
- Not competitive to CBH (different geo · different position)
```

**Then ask:** *"Who comes to mind?"* Not: *"Who do you know?"* The specific question triggers specific names.

---

## The intro flow · once he says names

**Step 1 · Hooks sends the intro (best case)**

Ideal message from Hooks to Coach X:

```
Coach X — Kyron Cumby from Trail of Joy. Been building my OS with 
him for 12 months. What he does is worth 30 min of your time. 
Introducing you two. Take it from here.

— Hooks
```

Send Hooks a **copy-paste-ready version** of this. Never ask him to write it from scratch.

**Step 2 · If Hooks won't send it (busy), you send it with his approval**

```
Coach X —

Kyron Cumby · Trail of Joy Player Management Group. Coach Hooks 
suggested we connect · specifically because of your work with 
[SPECIFIC ATHLETES OR PROGRAM].

I run a productized snapshot + operating system engagement for 
elite trainers. Hooks is 12 months into ours · here's the case 
study: [LINK].

Wanted to introduce myself in case the fit is real. If not, no 
follow-up. If yes, happy to book a 30-min discovery call whenever 
works.

— K
Trained product is distributed. #CoachHooksTrained
```

---

## Tracking

Update this table monthly · store in Money Tracker Section 02 Acquisition · Channel: Referrals

| Client | Window | Names given | Intros made | Discovery booked | Closed | Rev |
|--------|--------|-------------|-------------|-----------------|--------|-----|
| Hooks | 1 · Post-signing | 2 | 2 | 1 | 1 | $17K + $2K/mo |
| Hooks | 2 · Post-case study | 3 | 2 | 2 | 0 | pipeline |
| Hooks | 3 · Post-Q1 | 2 | 2 | 1 | pending | pending |
| Patterson | 1 · Post-signing | TBD | TBD | TBD | TBD | TBD |

**Target: 5 referral-driven closes by Year 1** (Month 6, 8, 10, 11, 12)

---

## What NOT to do

- ❌ Don't ask for referrals in the same conversation as pricing or issues
- ❌ Don't ask for referrals if the client is silent or in a rough patch
- ❌ Don't offer referral fees or commissions · muddies the water · attracts wrong intros
- ❌ Don't send generic asks · always specific to the client + moment
- ❌ Don't ask for more than 2-3 at a time · overwhelm kills conversion
- ❌ Don't follow up if Hooks doesn't reply within 5 days · momentum's gone · wait for next window

---

## Bonus · reciprocity moves

Between Windows, make small warm-intro moves back to Hooks. Compounds the goodwill.

**Examples:**
- Refer a college coach into his advocacy ledger *"Coach [X] at [School] is watching Class of 2026 WRs · adding your top 5 to his file"*
- Refer a media opportunity *"Guy from [Podcast] wants a WR trainer voice · told him about you"*
- Refer a brand deal candidate *"[Brand] scouting NIL athletes · your P4 roster fits their profile"*

These are the moves that turn Hooks from "signed" to "advocate." Then the referral asks become natural.

---

## Change log

| Date | Change | By |
|------|--------|-----|
| 2026-07-14 | Initial referral request system · 3 windows · templates · tracking | Kyron + Claude |