Just about everybody is out there on the lecture circuit these days. There are experts in specific industries, fire-and-brimstone motivators, journalists, politicians, humorists, authors, athletes and coaches, as well as war heroes, CEOs and TV and movie stars. There are also experts in such areas as leadership, workplace diversity, time management, stress management, crisis management, sales and marketing strategies, team-building, customer service, organizational change and empowerment.
Many of these people speak for a living. Others squeeze in their speaking engagements around other endeavors. The key question is: How does an organization choose? How can you be sure you’ll be getting a speaker who is right for your organization? Start by asking yourself these questions:
- Why is this meeting being held?
- What do we want the attendees to know, think or feel after this meeting?
- What issues or challenges are attendees facing right now?
Your answers should help to narrow your search. And remember, there’s a lot at stake. A speaker usually sets the tone for your meeting. Select the wrong one, and there’s a strong chance your meeting will suffer. Attendees will long recall the speaker who bombed. (There’s a lot at stake financially too; speakers don’t come cheap, typically charging thousands of dollars for their services.) Once again, the key is to know your organization, know your circumstances and know your audience.
For example, if your organization has been suffering from sluggish sales, a speaker who can impart fresh sales techniques might be what you’re looking for. Victimized by poor morale? You might want a motivational speaker. Has your organization just come off a banner year, the best one yet, and the brass wants to thank the troops? A presentation by a bona-fide entertainment or sports celebrity might fit the bill. Is your organization going through a change in leadership or a change of ownership, and the rank and file remains wary? A speaker who specializes in organizational change can help the attendees navigate uncertain waters ahead.
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Using a Speakers Bureau
A speakers bureau does more than book a speaker for your event. It can guide planners to speakers or entertainers appropriate to specific types of meetings. There are literally thousands of speakers to choose from. A speakers bureau can help you narrow it down to that one speaker who’s perfect for your organization. Here’s how:
Knowing who’s hot. A speakers bureau is on the phone with meeting planners all day long, reviewing speakers, hearing from planners about which speakers they’ve used, who was good and who wasn't. Bureaus know about speakers’ capabilities.
Wider access. Speakers bureaus have access to hundreds, even thousands, of professional speakers, industry experts and celebrities. Occasionally, a big-name celebrity on the circuit will have an exclusive arrangement with a particular bureau, but that doesn’t mean other bureaus aren’t able to book that celebrity. In such cases, the celebrity’s bureau and the bureau representing the meeting planner “co-broker” the deal.
Negotiating fees. In addition to selecting appropriate speakers within a group’s budget, the speakers bureau will negotiate the speaker’s fee on behalf of the client – that is, if the fee is open to negotiation. The meeting planner’s organization doesn’t pay extra for the services of a speakers bureau; the bureau receives a percentage of the speaker’s fee, much as a travel agent is compensated for selling airline tickets.
Finding replacements. One big advantage of using a speakers bureau is that if the speaker has to cancel, even at the last minute, the bureau will line up a replacement that meets the client’s needs.
One task a speakers bureau usually does not handle is making the speaker’s travel arrangements. That’s best left to the speaker. Speakers are always on the road, and if they accept last-minute engagements they never know where they’re going to be from one week to the next.
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Sizing Up Potential Speakers
The best way to assure you’re hiring a quality speaker is to see the speaker in action. Of course, this might not always be possible. In that case you’ll want to see the speaker’s demo tape and talk to meeting planners who’ve used the speaker. Don’t rely solely on the demo tape, since a five-minute snippet isn’t necessarily an indication of how well a speaker will perform in front of your group. A demo tape should be used strictly as a screening device, since anyone can look and sound good for three to five minutes.
Another approach is to ask the speaker for the names of at least three meeting executives familiar with his or her work. Call these references, and ask:
- Did the speaker skillfully customize their presentation to the group or industry?
- Did the speaker have good presentation techniques – anecdotes, examples, humor?
- Was the speaker easy to work with, or did he or she make unreasonable requests?
- How did the attendees rate the speaker on evaluation forms?
- Would you use the speaker again?
In addition, ask the speaker if he or she holds any of the speaking industry’s major designations: the CSP (Certified Speaking Professional) or the CPAE (Council of Peers Award for Excellence). Both are conferred by the National Speakers Association. The CSP signifies achievement through a proven record of speaking experience; recipients have made a minimum number of paid presentations and earned a minimum number of continuing-education credits. The CPAE is awarded to up to five NSA members annually for demonstrated platform excellence and professionalism.
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Controlling Costs
Looking for ways to keep a lid on the cost of hiring speakers? Ask:
- Who’s local? Look for speakers who are based in the city where you’ll be holding your event. Some speakers spend their entire lives on the road and may welcome a gig close to home. A Boston-based speaker may be amenable to offering a deal on his/her rate in order to address your meeting in Boston. And, of course, you'll be able to cut down on travel and accommodation expenses.
- Does he/she have something to sell? A speaker with a book or a video to sell may be willing to accept a lower fee if they’re allowed to peddle their wares at your meeting.
- Can you share costs with another group? Check with the hotel or the local convention and visitors bureau about other meetings scheduled for the same day. You may be able to “share” the services of the speaker – and thus share the cost.
- What else can the speaker do? Try to get more bang for your buck by having the speaker agree to attend a breakout session in addition to giving the major talk. The speaker may be willing to do the breakout at little if any additional cost.
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Prepping Your Speaker
You should thoroughly brief the speaker about your organization (its goals, accomplishments, challenges), your organization’s industry and the size and demographics of the audience. This is particularly important if you’re expecting the speaker to customize their presentation. (Many celebrity speakers aren’t amenable to customizing their remarks, but it’s almost a given among most professional speakers.) At the very least, furnish the speaker with the most recent annual report, a published history of your organization, any pertinent news clippings and the names of key people and specific industry buzzwords you’ll want the speaker to incorporate.
You may also want to have the speaker interview key members of your organization in the weeks before the event. Just don’t automatically assume the speaker will do extensive preparation work for nothing. Sometimes speakers will charge extra for customizing because of the research involved.
The speaker also should be informed beforehand of:
- The room layout and the equipment that will be available. Send the speaker a diagram of the room and confirm in advance the speaker’s staging and audiovisual requirements. If the speaker is able to see the room an hour or two beforehand – and test out the slide projector or other audiovisual equipment – all the better.
- The meeting’s timetable.
- The sequence of speakers during the meeting, in the event that several speakers will be used.
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Additional Points to Consider
- When to book the speaker? As with hotel space and other services, the earlier the better. Many speakers book events several years in advance. This doesn’t mean it’s impossible to book a speaker one month out; the speaker might just have a hole in his or her schedule.
- Who will introduce the speaker? The CEO? Another company executive? It’s best if the introductory remarks are prepared in advance – and kept brief.
- What type of microphone does the speaker prefer? A podium with a microphone, a hand-held mic, or a lavaliere that’s worn around the neck? Be sure to find out what type of setup the speaker feels most comfortable with.
- What room climate does the speaker prefer? Meeting rooms and ballrooms can get notoriously warm or chilly. Ask the speaker about his or her tolerance of extreme room temperatures, and work with the facility staff to keep the room at its most comfortable.
- Can the speaker provide a bio and photo? Ask the speaker for a biographical sketch and a photograph that can be published in promotional and meeting materials.
- Will you be publicizing the presentation? Especially if yours is a high-profile speaker, do you plan to publicize the address and open it up to the media, either trade or consumer? Is the speaker amenable to this?
- Will special attention be required? Is he or she expecting to be met at the airport? (You might want to arrange for this anyway, for your own peace of mind.) Does your high-profile speaker require someone from your organization to accompany him or her during the meeting? Is extra security called for?
- What else is going on? What other groups will be meeting in the hotel or convention facility at the time your speaker is scheduled? You’ll want contractual assurance from the facility that nothing will interfere with your speaker’s presentation.
- When will the speaker arrive? Unless the speaker is scheduled for the afternoon, you’ll want to fly the speaker in the night before. There’s no point risking this important aspect of your meeting, given the uncertainness of air travel and making connections.
- Will you be rating the speaker? If you conduct a post-meeting evaluation, have your attendees rate the speaker in terms of communication skill, expertise, motivational ability and overall quality.
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