Reference call prep brief template
A reference call prep brief is a one-page note you send an advocate before they speak with a prospect. Fill in the form below to see a live preview, then download it as a PDF or print it. It is free, needs no email address, and nothing you type is sent to a server.
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The PDF is free and needs no email address. It uses a standard font, so if your text includes characters outside the Latin alphabet, use Print and choose "Save as PDF" instead.
What a good prep brief does
A prep brief is a one-page note you send an advocate before a reference call. It means they do not walk in cold. They know who they are talking to, what that person is trying to decide, and how much time you have asked for.
- Keep it to one page. The advocate is doing you a favor. Give them what they need and nothing else.
- Do not script them. List topics, not answers. A prospect wants an honest account, and an advocate should never feel coached.
- Write down what is off limits. If the advocate told you not to discuss pricing or a past incident, put it in the brief so everyone has the same understanding.
- State the time commitment exactly. Use the length you agreed and keep to it.
- Give one contact. If plans change, the advocate should know who to tell.
Need to ask for the call first? Use the reference request email generator. For more on when a live call is the right format, read reference calls vs written testimonials.
Frequently asked questions
What is a reference call prep brief?
It is a short document that tells an advocate who they will be speaking with, what that person wants to learn, which topics to cover or avoid, and how long the call will take.
What should the brief include?
The prospect company and the people joining, what they care about, topics to cover, topics to avoid, the date, length and format of the call, a contact for questions, and a thank-you.
Should I tell the advocate what to say?
No. List topics, not answers. A prospect asks for a reference to hear an honest account, and the brief says the advocate can decline any question.
When should I send the brief?
Send it once the call is confirmed and early enough that the advocate can read it without rushing. A day or two ahead is a sensible default, but agree the timing with your advocate.
Is the PDF really free?
Yes. The PDF is created in your browser. There is no email gate and no account, and the text you type is not sent anywhere.