Seven Tips
For Selecting Speakers in Troubled
Economic Times
By Lori
Turec, SVP Business Development & Event
Management
FIVE STAR Speakers & Trainers
With all the
details that go into planning and
executing a professional event, booking
keynote and break-out speakers can seem
like just another headache ... plus with
budgets tighter than ever before, is the
speaker worth the investment?
In the spirit of full disclosure, let me
say that I work for a speakers bureau so
I am not an unbiased party. However, the
reason I came to work at a bureau was
because I've been to so many events in
my career where the keynote speaker
really helped make the entire event a
much more memorable and valuable
experience. So, if you find the right
person for your group the return on the
investment can be measurable.
Here's 7 tips for how to get the most
out of your speaker selection:
1. Listen to Your Audience BUT really
HEAR them ...
2. Trust Your Gut
3. Video Is Only Part of the Process
4. Have an Open Mind
5. Verify, Verify , Verify
6. Get More Value for Your Money
7. Reduce Risk
1. Listen to your audience, but really
hear them. If you ask your internal or
external client what he/she is looking
for, they may answer in the moment. "We
need a sports star ... we want someone
funny ... we need to make people
accountable ... we need to reward our
best performers and have fun". Problem
is that this is not enough information.
You need to know more to make sure the
match is right. Ask the why questions.
Ask how the speaker's words will make a
difference to the bottom line ... ask
the age-old consultant question - what
will success look like for you a month
after the event? You will be shocked at
how few people will have thought about
this expectation even though it is
mission critical to long-term results.
2. Trust Your Gut. If you think you've
found a good speaker but something seems
little off, listen to that inner voice.
Too many speakers say yes when they
should say no. It is not that they are
liars, they are very eager to please and
get the job. They really think that they
can do it, but depending on the request
and the speakers current workload and
skill set they may be biting off more
than they can chew. Your audience may
not even
realize that there was a disconnect but
you will know. Trust your gut if you
feel that you are not getting exactly
what you were promised.
3. Video is great. But it is not
everything. I've heard of speakers being
de-selected because the message was too
consumer based simply because the video
was to a consumer sales organization.
I've seen great speakers not selected
because of poor quality video. The truth
is that video is a tool. But just as you
don't build a house using only a hammer,
don't select a speaker based only on the
video. Ask for references, talk to
people who have worked with the speaker
before - a bureau is helpful in this way
because references are always going to
be skewed positive but someone who is
neutral may have different experiences
to share.
4. Have an Open Mind. Just as you should
Trust Your Gut, it is also important to
have an open mind. I often include a
"wild card" selection on the web
proposals that I prepare because even
though people tell me that they only
want X, invariably they decide they
really love Y. By keeping an open mind,
you may learn about more great options
that will be a better fit. If not for
this event, then for another event.
5. Verify, Verify, Verify! What that
means is be sure to think about
everything that you want at your event
and verify that the speaker is willing
and able to provide that service. For
example - when you book an athlete,
don't assume that you can ask for
autographs. Don't assume that they
speaker can stay for a meet and greet,
don't assume they will get there hours
before they speak or that you can video
tape that speaker without permission.
There are several standard things to
consider and some special requests. Get
what you need documented in the
Agreement so there are no surprises
later. Also, don't forget to make sure
the speaker signs the Agreement! You'd
be surprised how often this detail is
missed.
6. Get More Value for Your Money - Yes,
in troubled economic times you may be
able to get a speaker to negotiate fee.
BUT sometimes that leaves you with a
speaker who is not eager or motivated to
do his or her best work. Most speakers
know that an organization is not likely
to re-book the same person 5 to 10 times
in a year. However, a bureau does have
that leverage with speakers and can use
it on your behalf -- at no extra cost to
you. Also, work with your bureau partner
to get more for the money - ask for free
or reduced prices on books, ask to only
see speakers who are in the same city as
your venue to save on Travel and
Expenses, ask for a half-day and get
consulting or a VIP meet and greet ...
whatever makes sense. Some speakers
simply will not negotiate on fees. They
take one best offer and either say yes
or no. They don't play a game. BUT they
will add value and that is a win/win.
7. Reduce Risk - OK, this one is a
shameless plug, but given the state of
the airline industry today it is getting
to be a bigger and bigger issue. In the
event that something happens and your
speaker cannot get to your event ... if
you book direct what are your options?
You probably already have paid a deposit
to your speaker, which will take time to
get back and more importantly what are
you going to do with that big 90 minute
gap in the agenda? Reduce your risk by
working with a trusted partner who has
access to thousands of options and can
help fill that slot with an approved
speaker with very little notice -
sometimes less than 24 hours. You take
out many types of insurance to make sure
you are covered for your event
emergencies. Consider this partner as a
free insurance against the loss of a
speaker!
Overall, we still like meeting together.
It is a human element. We are energized
by each other's ideas and by the fresh
perspective we gain away from the daily
routine. That's a good thing for all of
us. Technology is growing and will
continue to change and enhance how we do
business but hearing from those who can
motivate, inspire and teach us ...
reminds us all why we got into this
business in the first place.
KCMPI Headquarters
P.O. Box 11876
Kansas City, MO 64138
T: 816-668-9424 / F: 816-356-4095
kcmpi@kcmpi.org /
www.kcmpi.org
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