Choosingthe RightSpeaker

By Michelle Lemmons-Poscente

Speakers can add immeasurably to a meetingby motivating, entertaining, enlightening orteaching a skill. An inappropriate speaker, onthe other hand, can lead to disastrous results.Here’s a look at how to find the right speaker foryour event and how to work with speakers tomake sure their presentation – and your event – are a success.The key question is: How does an organizationchoose? How can you be sure that you’ll get aspeaker who is right for your organization? Startby asking yourself these questions:

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Why is this meeting being held?

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What do we want the attendees toknow, think, or feel after this meeting?

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What issues or challenges are theattendees facing right now?Your answers should help you narrow yoursearch. And remember, much is at stake. Aspeaker can, and often will, set the tone for yourmeeting. Select poorly, and there’s a strongchance your meeting will suffer. Attendees willlong recall a speaker who bombed. There’s a lotfinancially at stake, too; speakers do not comecheap, typically charging thousands of dollarsfor their services. Once again, the key is toknow your organization, know yourcircumstances, and know your audience.

Using a Speakers Bureau

A speakers bureau can help you narrow yoursearch down to that one speaker who is perfectfor your organization. Here’s how:

Knowing who’s hot

. A speakers bureau is onthe phone with meeting planners all day long,reviewing speakers, hearing from plannersabout what speakers they’ve used, who wasgood, who wasn’t. Bureaus know the speaker’scapabilities.

Wider Access.

Speakers bureaus have accessto thousands of professional speakers, industryexperts, and celebrities. Occasionally, a big-name celebrity will have exclusive managementwith a particular bureau, but that does not meanother bureaus aren’t able to book that celebrity.In such cases, the celebrity’s bureau and thebureau representing the meeting planner “co-broker” the deal.

Negotiating Fees

.In addition to selectingappropriate speaker within a group’s budget, thespeakers bureau will negotiate the speaker’s feeon behalf of the client – that is, if the fee is opento negotiation. The meeting planner’sorganization does not pay extra for the servicesof a speakers bureau; the bureau receives apercentage of the speaker’s fee, much as atravel agent is compensated for selling airlinetickets.

Finding Replacements

.One big advantage ofusing a speakers bureau is that if a speakercancels, even at the last minute, the bureau willline up a replacement that meets the client’sneeds.

Sizing Up Potential Speakers

The best way to assure that you’re a qualityspeaker is to see the speaker in action – or atleast the speaker’s demo video and questionmeeting planners who have used the speaker.Do not rely solely on the demo video, since afive-minute snippet is not necessarily anindication of how well a speaker will perform.Another approach is to call at least threemeeting executives familiar with the prospectivespeaker’s work, and ask:

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Did the speaker skillfully customize thepresentation?

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Did the speaker have a goodpresentation technique, i.e., useanecdotes, examples, humor?

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Was the speaker easy to work with, ordid he/she make unreasonablerequests?

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How did attendees rate the speaker?

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Would you use the speaker again?Find out if the speaker holds the speakingindustry’s major designations: CSP (CertifiedSpeaking Professional) or the CPAE (Council ofPeers Award for Excellence). The NationalSpeakers Association confers both. The CSPsignifies achievement through a proven recordof speaking experience; the recipients havemade a minimum number of paid presentationsand earned a minimum number of continuingeducation credits. The CPAE is awarded to upto five NSA members annually for demonstratedplatform experience and professionalism.

Fees and Expenses

Basic Fees.

Fees vary widely, ranging from$1,000 to $50,000 or more. Luminaries such asmanagement guru Michael Porter, billionaireentrepreneur Richard Branson and formerpresident Bill Clinton are on the high end.Speakers are paid in a variety of ways butgenerally require a deposit – 50 percent istypical – at the time of booking, with the balancedue shortly before the engagement or on site.

Variations in the basic fee

.Keep in mind thatprofessional speakers – those who do this for aliving – are likely to set their fees according tohow long they’ll be at your event. For instance,the speaker might have a keynote fee thatcovers a single keynote address of up to 90minutes. If the speaker plans to do the keynoteaddress, speak at a break-out session, andperhaps stay for the luncheon, he might chargea higher fee. Many professional speakers havehalf-day and full-day rates in addition to keynotefees.

Travel and other costs

. For the privilege ofhaving the speaker address your group, you paythe speaker’s fee plus travel andaccommodation costs (hotel and meals). Aspeaker’s expenses typically start at $1,000 – ormore if he or she is flying first-class.

Negotiating fees.

Are speakers fees carved instone? No, fees are often negotiable, even thoseof some of the top tier speakers. In fact, youshouldn’t be too quick to accept the first priceyou’re quoted. Don't be shy about negotiating.

Keeping Costs Down

Here are some ways to keep a lid on the cost ofhiring speakers:

Who’s local?

Look for speakers who are basedin the city where you’ll be holding your event.Some speakers spend their entire lives on theroad, and may welcome a gig close to home. ABoston-based speaker may be amenable tooffering a deal on his rate in order to addressyour meeting in Boston. And, of course, you’llavoid travel and accommodation expenses.

Does he have something to sell?

A speakerwith a book or a video to sell may be willing toaccept a lower fee if allowed to peddle theirwares at your event.

Can you share costs with another group?

Check with the hotel or local convention andvisitors bureau about other events scheduled thesame day. You could “share” the services of thespeaker – and thus share the cost.

What else can a speaker do?

Try to get morebang for your buck by having the speaker agree,let’s say, to attend a break-out session inaddition to giving a major talk. The speakercould be willing to do the break-out at little toknow additional cost.

Offer video.

If you plan to record the speaker’spresentation, offer to produce extra copies of thevideo for the speaker’s use. The speaker maybe willing to cut you a deal on the fee.

Call your Congressman

. Approach speakerswho do not accept fees – current officeholders,for instance. If you’ll be meeting, say, in andaround Washington, D.C., a member ofcongress could speak on a legislative topic ofinterest to your group.

The Speaker’s Contract

Primarily, the contract should clearly lay out yourexpectations and the speaker’s. It should coverthe following:

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Travel and local transportationarrangements.

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Accommodations and meals.

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Fees and payment terms.

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Customization of remarks.

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Additional duties expected of thespeaker, such as mingling withattendees or signing autographs.

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Whether and how the speaker will sellproducts such and books and DVDs.

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Agreements to record the speaker’spresentation (in most cases, you’ll needpermission to record).

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Audiovisual and technical requirements

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Cancellation policies.

Prepping Your Speaker

You should thoroughly brief the speaker aboutyour organization (i.e. goals, accomplishments,challenges), your organization’s industry, andthe size and demographics of the audience.This is particularly important if you are expectingthe speaker to customize the presentation.Many celebrity speakers are not amenable tocustomizing their remarks, but it is almost a