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STRATEGY SESSION:
What to look for when hiring a Professional Speaker
Hartford Business
Journal on March 25,2002
by Diane Goodman
President of The Goodman Speakers
Bureau
Professional speakers often are the
highlight of many meetings and conventions. People sometimes attend
meetings for the sole purpose of hearing the featured speaker. Or,
attendees will find the keynote speaker was the most meaningful or
inspirational part of a meeting. However, sometimes a speaker can be
completely inappropriate and can be a disappointment for a company or
organization. How do you know if the speaker fits? How do you avoid
embarrassing mismatches?
Finding that perfect speaker – one who fits your budget, is available, and
is approved by your internal “clients” – can be a challenging task.
However, the process does not need to be completely daunting and
overwhelming. Following are a few suggestions to surviving the search
for a professional speaker, and then making the most of your investment:
1. Start looking for
your speaker as early as possible. This way you are guaranteed the best
selection of available speakers. Additionally, after you have secured
your speaker, you can use him or her to help market your event.
2. Know the complete
details of the meeting before looking for a speaker. The size and scope
of the meeting or event, and the make up of your audience, all play a
factor in selecting the best speaker. Some speakers do better with
smaller audiences, some can handle large groups. Speakers can be
entertaining, motivational, inspirational or informational– one style
might be more meaningful to your audience than another. And the culture
of your company or organization is extremely important – you want to be
sure the speaker understands that culture and can deliver an appropriate
presentation at your meeting.
3. Simplify the search
process by using a professional speakers bureau. Bureaus stay abreast
of a large pool of speakers and should be able to recommend several who
fit all of your needs. They also can provide easy access to videos,
brochures, books and other materials to help you make your final
selection. Additionally, they can coordinate communication between you
and the speakers you hire. This is crucial for the speaker to best
prepare for your event.
4. Take a hard look at
your budget for the speaker, and make sure it is in line with your
expectations. If you want a speaker on the caliber of Bob Costas or Dr.
Phil, you will have to pay fees for that level of experience and
ability. On the other hand, if you are not planning on hiring a
celebrity speaker, you want to be sure the fee is appropriate. A
speakers bureau should help you judge that the fees are appropriate for
your expectations. A bureau also can help set your initial budget
before you begin the search process.
5. Keep in mind that
there is a growing number of “industry expert” speakers – people who
work in professions such as finance, insurance, law, etc. who are
available to speak to others in their industry. They can provide
meaningful insight into trends, issues, and developments in the
profession, adding an in-depth element that other speakers cannot.
6. After you have
selected the speaker, consider maximizing this investment by having the
speaker serve as MC for the entire meeting as well as give the keynote
speech. Or, ask the speaker to attend a special breakfast or dinner
with a smaller group of attendees. Sometimes, the speaker may be
willing to take part in a round of golf with the CEO, or attend some
other special event during the meeting. Work with your bureau to see
how amenable the speaker may be to these types of activities.
Diane Goodman is
president of The Goodman Speakers Bureau based in Windsor, Conn. She is
author of “Survive the Search: A Guide to Finding the Right Professional
Speaker.”
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