Picture this: You're in charge of organising a corporate event or conference, and you want to leave a lasting impact on your audience. You've decided that bringing in a professional speaker is the key to igniting inspiration and motivation among your attendees. But here's the twist – you've never booked a speaker before, and you're navigating uncharted waters.
Before you go any further, let's demystify the process of booking a keynote speaker. Whether you're aiming to motivate, educate, or entertain, securing the right speaker is essential. In this guide, we'll break down the basics and equip you with the knowledge you need to make a confident decision.
Professional Speaker - Your Guide to the World of Speaking
Before we delve into the nitty-gritty, let's clarify some key terms:
- Professional Speaker: This is a paid speaker. Think of the athlete who, once paid, loses amateur status. The speaker could have another job, but someone (or some company or organisation) is willing to pay to have this person come out and speak.
- Motivational Speaker: Yes, this is also a professional speaker, but this is often what they are called. For example, even though I'm hired to speak on customer service and CX, I'm often referred to as a "motivational speaker." Technically, a motivational speaker talks about self-improvement, goals, and other personal growth topics. However, all speakers, regardless of the subject they are presenting on, should speak in a style that motivates the audience to some type of action.
- Celebrity Speaker: This is a famous person – an athlete, politician, movie star, etc. – that might be willing to speak to an audience.
- Speakers Bureaus: A motivational speaker agency that book speakers. They have a website with a list of the different speakers they book. They are the agent between the speaker and the client. Their job is to find the client the best speaker for their event. They are typically compensated with a percentage of the speaker's fee, so there is no advantage for clients to go directly to the speaker versus through a bureau.
Going Direct or Booking Through a Bureau
What's the first step? Assuming you are starting from scratch, which means you haven't seen the speaker, or nobody has referred them to you, you have two choices. Do a little research on your own and book the speaker directly or work with a speaker's bureau.
Going Direct: If you want to go directly to the speaker, just do a Google search on the topic you are interested in. For example, if you type in the term "customer service speaker," you will find many speakers to choose from. So how do you know if they're good? Look at their videos. Most speakers who have a career in the speaking business will have a video. A word of caution; anyone can be good in short 10-second clips. The speaker should include some longer clips, so you can get a feel for their style, message, and more.
Booking Through a Bureau: Whether you are booking after dinner speakers or mental health speakers, going through an event speaker agency means that an agent does a lot of the legwork for you. They find out the topic(s) you're interested in and your budget and present you with several choices to consider. You still need to look through the videos and narrow down the options to the one you want—or at least two or three top choices. By the way, if you have a good rapport with the agent, you can use that agent every time you need a speaker.
The Pre-Booking Call
Regardless of whether you book directly or through a bureau, once you think you've made the right choice, you're not quite finished. Get on the phone with the speaker to have what I refer to as the "pre-booking call." Ask the speaker about their background and why they think they are a good fit for you. If the call is set in advance, the speaker should have done some preliminary homework. Their preparation for the call will give you an indication of their willingness to properly prepare for the speech.
Speakers' Fees and Travel Expenses
The fee for speakers runs the gamut from a few hundred dollars for a neophyte to upwards of one hundred thousand dollars (and sometimes more) for celebrities and politicians. It's been reported that President Bill Clinton's speaking fees have been over a quarter of a million dollars. The typical professional speaker's fee will range from a few thousand to less than fifty thousand. While you'll find speakers at lower fees, the average fee for a professional speaker is approximately $5,000 at the very low end to $20,000. Once you start to get past twenty or twenty-five thousand dollars, you're working with seasoned professionals who may have written a New York Times best-selling book or be recognised as a leader in their area of expertise.
Don't forget that there may be travel expenses involved. Some speakers turn in an itemised expense report with their final bill. It's becoming more and more popular for speakers to have a flat rate for expenses. For example, a speaker might charge their fee plus a hotel room and "X" number of dollars to cover all other expenses. The advantage to a flat rate is that there are no surprises when the final invoice shows up.
Six Questions to Ask the Speaker Before You Book:
1. What's your background?
2. Why do you think you would be a good fit for our audience?
3. Have you spoken to audiences (or organisations) like ours before?
4. Do you have any articles, books, or videos that can give us an idea of the content you think would be suited for our audience?
5. Do you customise your speech, and if so, how?
6. Would you be willing to talk to some of our leaders before the speech (or others who can help prepare you for the speech)?
These questions are just a start. Of course, there will be other questions. You'll want to inquire about the speaker's fee and how they handle travel expenses. A further conversation will help you ensure that the speaker's comments are in alignment with the theme of the meeting, your organization's values, etc. Look to build some level of rapport on the call. You'll get a sense of the speaker's personality and style and better understand what to expect if and when you book the speaker.
Whether you go direct or book through a bureau, the likelihood of having a successful engagement with a seasoned professional – one who has a track record of success – is high. Sure, I've heard crazy stories about speakers who fail or act inappropriately, but they are few. But remember that speakers are people. That means they will have good days and bad days. This is my opinion, but I believe that the full-time professional speaker's bad day is still a good day. That's important. To put it in baseball terms, they may not hit a home run, but they will always get on base.
In the realm of event planning, securing the right keynote speaker can elevate your gathering from ordinary to extraordinary. With careful planning, thoughtful communication, and a keen eye for the right fit, you can unlock the potential for a transformative experience that resonates with your audience.
Whether you seek to inspire, educate, or entertain, remember that the journey to booking the perfect speaker is an adventure filled with possibilities. By considering your options, asking the right questions, and maintaining open lines of communication, you are well on your way to hosting an event that leaves a lasting impact.
Don't shy away from this exciting opportunity to bring a professional speaker to your event – it's a chance to create an experience that lingers in the hearts and minds of your attendees long after the applause has faded.
