Speakers can add immeasurably to a meeting by motivating, entertaining, enlightening, or teaching a skill. An inappropriate speaker, on the other hand, can lead to disastrous results. Here's a look at how to find the right speaker for your meeting and how to work with speakers to make sure that their presentation--and your meeting--is a success.
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OVERVIEW
Just about everybody is out there speaking these days. There are experts in specific industries. Fire-and-brimstone motivators. Journalists with keen insights into politics. Former politicians with keen insights into journalism. Humorists. Authors. Athletes and coaches. War heroes. CEOs. TV and movie celebrities. There are also experts in such topics 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 their other endeavors. The key question is: How does an organization choose? How can you be sure that 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 the attendees facing right now?
Your answers should help to narrow your search. And remember, much is at stake. A speaker can, and often will, set the tone for your meeting. Select poorly, and there's a strong chance your meeting will suffer. Attendees will long recall the speaker who bombed. (There's a lot financially at stake, too; speakers do not 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 called for.
- Victimized by sluggish sales coupled with poor morale? You might want a motivational speaker with insight into the sales process.
- 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 would fit the bill, budget permitting.
- Is your organization coming off a year that saw a change in leadership, perhaps even 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.
FINDING A SPEAKER
As with most products and services these days, the Internet is an ideal place to start your search for a speaker. The following sites should be helpful:
The National Speakers Association counts thousands of professional speakers as members. It also provides an online membership directory. The directory can be searched by name, location, topic and specific keyword. Go to http://www.nsaspeaker.org.
The Meeting Industry Megasite is the meeting and convention industry's catch-all site, a clearinghouse for destinations, facilities, products, and services. To find speakers and speakers bureaus that advertise on the Meeting Industry Megasite, click on "Tools and Resources," "Planning Tools," and select "Speaker" or Speakers Bureau" from the "Special Criteria" menu. Go to http://www.mimegasite.com.
Speakers.com has speakers, trainers, and other experts indexed by topic, price, and location. Biographies and booking information are provided for each speaker in the database. Go to http://www.speakers.com.
Other potential sources of noteworthy speakers for your organization might include:
Speakers bureaus. To find speakers bureaus, ask colleagues or check the Yellow Pages. The major meeting industry magazines often include ads for speakers bureaus or individual speakers.
Colleagues and business associates. Don't discount word-of-mouth as a way of finding speakers. Ask colleagues or other business acquaintances to recommend dynamic speakers they've hired--or heard--in the past.
Convention and visitors bureaus. If you're looking specifically for speakers based in the city where you'll be holding your meeting, the local convention and visitors bureau may be of help. (By hiring local speakers you'll save on the speaker's travel and accommodations costs and may even wrest a concession in the fee.)
Trade associations. For speakers in specific industries, contact the industry's trade association or trade publications in that industry.
USING A SPEAKERS BUREAU
A speakers bureau does more than book a speaker for your event. It can guide meeting planners to speakers or entertainers appropriate to specific types of meetings. There are thousands upon thousands of speakers to choose from. A speakers bureau can help you narrow it down to that one speaker who is 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 does not 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 does not 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 make the speaker's travel arrangements. That is best left to the speaker. Speakers are always on the road, and if they accept last-minute engagements, they never know where they are going to be from one week to the next.
SIZING UP POTENTIAL SPEAKERS
The best way to assure that 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 question meeting planners who've used the speaker. Do not rely solely on the demo tape, since a five-minute snippet is not necessarily an indication of how well a speaker will perform before your group. A demo tape should be used strictly as a screening device, because 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 the presentation to the group or industry?
- Did the speaker have good presentation techniques; i.e., use of 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.
FEES AND EXPENSES
Basic fees. Speaker fees vary widely, from about $1,000 to $50,000 or more. At the high end are the field's luminaries, such as business icons and former presidents. Speakers are paid in a variety of ways, but in general, the speaker will require a deposit--50 percent is typical--at the time of booking, with the balance paid shortly before the engagement or on site.
Variations in the basic fee. Keep in mind that professional speakers--the ones who do this for a living, day in and day out--are likely to set their fees according to how long they'll be at the meeting. For instance, the speaker might have a keynote fee that covers a single keynote address of up to 90 minutes. If the speaker plans to do the keynote address, speak at a breakout session, and perhaps stay for the luncheon, he or she might charge a higher fee. In fact, many professional speakers have half-day and full-day fees in addition to their keynote fees.
Travel and other costs. For the privilege of having the speaker address your group, you pay the speaker's fee and the cost of his or her travel and accommodations (hotel and meals). A speaker's expenses typically start at $1,000--more if the speaker requires flying first-class.
Negotiating fees. Are speaker fees carved in stone? No, fees are often negotiable, even those of some of the top-tier speakers. In fact, you shouldn't be too quick to accept the first price you're quoted, becuase you can probably improve upon it. Don't be shy about negotiating when it comes to speaker fees.
KEEPING COSTS DOWN
Here are some ways to keep a lid on the cost of hiring speakers:
Who's local? Look for speakers who are based in the city where you'll be holding your meeting. 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 rate in order to address your meeting in Boston. And, of course, you'll be able to avoid travel and accommodation expenses.
Does he have something to sell? A speaker with a book or a video to sell may be willing to accept a lower fee if allowed to peddle the 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, let's say, 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.
Offer a videotape. If you plan to videotape the speaker's presentation, offer to produce extra copies of the video for the speaker's use. The speaker may be willing to cut you a deal on the fee.
Call your Congressman. Approach speakers who do not accept fees--current officeholders, for instance. If you'll be meeting, say, in or around Washington, D.C., a member of Congress might be willing to speak on a legislative topic of interest to your group.
THE SPEAKER'S CONTRACT
The National Speakers Association (NSA) will provide sample contracts on request. Primarily, the contract should clearly lay out your expectations and the speaker's. It should cover the following:
- Travel and local transportation arrangements.
- Accommodations and meals.
- Fees and payment terms.
- Customization of remarks.
- Additional duties expected of the speaker, such as mingling with attendees at social events and signing autographs.
- Whether and how the speaker will sell products, such as books or tapes.
- Agreements to tape the speaker's presentation (in most cases, you'll need permission to record the presentation).
- Audiovisual requirements.
- Cancellation policies.
PREPPING YOUR SPEAKER
You should thoroughly brief the speaker about your organization (its goals, its accomplishments, its challenges), your organization's industry, and the size and demographics of the audience. This is particularly important if you are expecting the speaker to customize the presentation. (Many celebrity speakers are not amenable to customizing their remarks, but it is 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 that 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 meeting. But don't assume that 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.
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 does not 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 hand-held mike, or a lavaliere, which is worn around the neck? Be sure to find out what type of mike 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--i.e., music from a nearby room--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 in the speaker the night before. There's no point risking this important aspect of your meeting to the vicissitudes of air travel and making other 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.
CASE HISTORY
A celebrity speaker on a serious topic. The M.D. Anderson Cancer Center in Houston holds an annual Living Fully with Cancer conference. One year, the center booked the late actor Robert Urich as a speaker. Urich was a cancer survivor, and the cancer center thought the 900 attendees--all cancer patients and cancer survivors--would be inspired by hearing from a celebrity who had endured similar hardships. Planning executives from the cancer center initially approached Urich's agent several months before the conference. Urich agreed to speak for a fee of $10,000, plus expenses.
Urich was scheduled to speak at 11:30 a.m. on the conference's first day. Planners arranged for the actor to fly in from Utah the night before and to have a limousine meet him at the airport. Many celebrities are protective of their privacy; in Urich's case, he didn't want to draw attention to himself as he checked in at the hotel, so planners brought him through a side door, and he went straight up to his room. Some speakers dictate the type of fruit basket or other amenity to be left in their room. Urich did not; he received a basket of fresh fruits and mineral waters.
On the morning he spoke, planners brought Urich into the ballroom through a back door because he wanted to keep a low profile. The conference organizers, at Urich's request, also worked to keep him away from high-traffic areas; in fact, the actor stipulated that he not be hounded by autograph-seekers. Conference organizers had briefed Urich's agent about the patient-driven conference and about the people who would be attending: He had been told what the group was looking for in a speaker and that the group is intimate and close-knit , but Urich was not told what to say. As it turned out, Urich roamed the stage during his humorous, very personal account of his battle with cancer and how his illness had affected his career. He surprised the conference organizers by opening up the floor to questions. The organizers were so pleased with Urich's performance that booked him again for another conference. The second time around, a pharmaceutical company sponsored Urich's talk by picking up his fee.
ASSOCIATIONS
For related associations, go to the Industry Associations page.
PUBLICATIONS
For a list of relevant publications, go to the Industry Publications page.
RELATED SMN ARTICLES
For general information about planning meetings and conventions, see Doc. 5010, Meetings Overview; Doc. 5020, Plan a Great Meeting!; and Doc. 5021, How to Plan an Overseas Meeting.
