Choosing the Perfect Speaker for your Convention or Meeting

How to Choose the Perfect Speaker for Your Convention or Meeting!

By Andrea H. Gold
Copyright © 2008 by Andrea Gold. All Rights Protected.

You’re looking for the very best professional speakers for your meeting. This best speaker has to be an expert on your topic, have an interactive style, teach your audience what they need to learn, and have a fee within your budget limits. On top of all that, the speaker has to be GOOD! Otherwise your head will topple (or at least you feel that way). Whether you are an old hand at selecting speakers or a first-timer, here are some pointers that will make your selection process easier and faster.

Purpose of a Speaker for Your Function

The single most important decision in hiring the "right" speaker for you is to clearly understand the purpose of the speaker at your particular function. Ask yourself, "What do I wish the attendees to take away with them when the presentation is completed?"

A Speaker’s Three Gifts

There are three basic "gifts" that a speaker can leave with your attendees – receiving an education, feeling motivated, and being entertained. Professional speakers provide their audiences with varying amounts of all three.

The educational portion of the presentation provides attendees with a skill they can use to further their performance and career. The motivational portion leave attendees feeling inspired to achieve greater results. Finally, speakers entertain audiences with humor, magic, or some other form of entertainment.

The Right Mix for Your Audience

You know what your audience wants. Ask yourself, “What combination of the three gifts will best serve the purpose of this presentation slot?"

All sorts of combinations of all three factors are possible. A general purpose mix is 50% education, 30% motivation, and 20% entertainment. A motivational keynote can be approximately, 80% motivation, 10% education, and 10% entertainment.

If you are unable to quantify the percentages, you are still in the dark about what you want. You would probably say to a speakers bureau, "I don't know what I want, but I'll know it when I see it!" Stop right here and do not proceed any further – not until you are clear on this! As part of our service, we help people determine what is really needed. If you are in a committee, discuss your needs and determine the mix. Only after you have determined the mix are you ready to consider the other important factors.

Professional speakers . . .

Have fees that change from time to time. Don't wait too long to book!
Require a large investment if they are household-name celebrities.
Book up their calendars often far in advance, especially the most popular ones. Again, don't wait too long to book!
Often can fill multiple needs at the same meeting and save you money.

Other Important Speaker Selection Factors to Consider

Some other areas to consider carefully when selecting the best speaker include the following: The speaking date, the topic, the portion of the meeting in which the speaker will present, the length of the presentation, the location, and the budget available

Addressing These Speaker Selection Factors

1. Date of the presentation: Do you know the date or dates of the meeting when you will need the speakers? You cannot check on the speaker's availability until this is known. A sad scenario occurs occasionally, when the meeting planner sets his or her heart on getting a speaker, and plans the event with the speaker in mind. When the planner finally sets the speaking date, the speaker has already been booked for another engagement and is not available. A related version of this occurs when a meeting planner books the speaker, then the committee changes the speaker's presentation date. If the speaker is not available on the revised date, the speaker selection must begin all over again.

2. Topics of interest: Make a list of the topics your organization has had in the past. Then list the current hot issues in your industry right now. Notice which topics aroused the most positive response. Have you surveyed your audience (especially useful for associations) to pinpoint their interests? Or, for corporations, what is the current goal or vision of the company, and that of the specific department holding this meeting? Your topic decision will narrow the list of speakers who can expertly address the topic(s) of your choice. Again, this will help you avoid the, "I'll know it when I see it" syndrome. Your committee members or a speakers bureau can give you some excellent ideas, if input is needed. Take control and you will get more powerful speaker choices and results!

3. Speakers program slot: When setting the speaker date, you must also decide the time of day when you wish to have the speaker address your group. A keynote speaker is often the opening or closing speaker who sets the tone for the meeting or for the day. He or she usually speaks for about an hour and revs up the troops. These speakers are often more motivational and/or entertaining, or are the top-name celebrities. To get the greatest bang for your buck, program your keynotes at a time when most attendees will be present for the talk. The speakers with more educational presentation content can be programmed into any time slot during the day, in any portion of your meeting (remember people are generally less attentive in the afternoon).

4. Length of presentation: How long do you want the speaker to talk? A general rule of thumb is to keep keynote presentations to a maximum of 90 minutes. Interest tends to wane after 90 minutes. (Besides, most speakers charge more for more than 90 minutes!) Seminars or training sessions usually run half day or up to full day and multiple days. After dinner, keep it light and no longer than one hour, and the earlier the better, for audience energy and attention span!

5. Location of presentation: As it is with real estate, location has a major effect on the type of speaker chosen. Will you be in a ballroom, on a terrace, or outside on the grass? Is there enough room for the speaker to move after setting up his or her audio/visual equipment? In a large room with a large audience, do you have big screen facilities and the budget to do this? I clearly remember booking one speaker who gave a speech while walking on squishy oranges that had fallen off the trees, competing with children yelling and beautifully (scantily) clad bathing beauties at an adjacent pool, and trying to yell over the roar of airplanes taking off from a nearby airport. Make the location an asset – not a challenge – for the speaker and the attendees.

6. Desired (and realistic) budget: Speakers bureaus can effectively sort through their databases and select the best speakers on any given topic within a given budget. Don’t emulate the meeting planner who stated he had a budget of $10-20,000 for one keynote speaker. In the end, he only had enough to book a $3,500 speaker. This is an actual example. The way to most effectively search for the best speaker for your needs is to clearly know your budget or budget RANGE, such as $5,000 or less PLUS travel expenses, or $10,000 INCLUDING travel. Note that longer presentations usually cost more. You will normally be responsible for covering travel expenses in addition to the speaker’s presentation fees.

Avoid the Following Speaker Selection Mistakes

Featuring a speaker after golf (tired audience!)
Hiring a high-content speaker for an after dinner presentation
Having a presentation run too long
Having too few breaks
Offering too much content throughout the day
Featuring too much of the same kind of presenters
Mismatching the speaker to the type of audience (such as gender, age, topic, style, and energy)
Failing to communicate your expectations clearly to the speaker

Selecting a Quality Speaker

Choosing the "best" possible speaker is both an objective and subjective process. The best speaker for you will be the one who best meets all of the criteria mentioned above and who brings the greatest Return on Investment (ROI) to your audience. Your job is to blend the speaker you personally enjoy and who you believe your attendees will enjoy. Here are some of the general qualities that are found in many fine speakers:

Years of actual speaking experience addressing small and large audiences.
Speaking credentials, such as the CSP (Certified Speaking Professional) or CPAE (Council of Peers Award of Excellence), certified by the National Speakers Association.
Solid recent client references that you can call.
Professional video brochure, CD or streaming video that you can watch for style and energy.
Ability to tailor speech content to meet your attendees’ needs.
High audience interest level/repeat bookings with same groups.
Polished presentations.

A Word of Caution When Selecting Speakers

Many groups use industry speakers, which can be acceptable if the speaker makes a firm commitment (or signs a contract) to appear and has a good speaking style. Very often, however, the "free" or "low-fee" industry speakers may bow out of his or her commitment at the last minute. Or even worse, their presentation may be sub-par and even offend attendees.

TIP: If you use industry speakers, blend in professional speakers to guarantee speaker appearances and to add "sizzle" and "polish" to your event!
Speakers Bureaus Are a Powerful Resource
Speakers Bureaus are a great resource, an independent third-party consultant. Pick a bureau with many years of experience, a comprehensive database, a good track record and customer service (ask for references) and an understanding of the business of matching the best speaker to your meeting needs. You will get choices and ideas you may not have even dreamed of! (and that means call Gold Stars for ideas, of course!)

About Committees

During the last few years, the “Committee” has become the tool through which many trade associations, corporations and government agencies choose their speakers. This move instituted a more team-oriented and diplomatic system of choosing speakers. Here is a piece of advice based on years of observation: be a little dictatorial with clear parameters, steps, and deadlines, and have a designated leader. Otherwise, many committees get muddled in too many choices, objections, and conflicting opinions. Keep the committee constructive and moving towards a decision.

Enjoy Your Speakers!

If you follow the steps outlined here, and keep the needs of your audience in mind, you will be well on the way to choosing the best speakers for your meetings. Once you are clear about your needs, you can clearly locate excellent speakers. May your biggest problem be WHICH OF THESE GREAT SPEAKERS TO CHOOSE!

The Free Speakers You Can't Afford To Have!

As a meeting planner, your reputation and maybe even your job is on the line each time you plan a meeting and book a speaker. This story was shared with me by a well-known speaker who was approached by a meeting planner for a speaking engagement. Everything was going smoothly until the fees were discussed. The meeting planner decided that the speaker's fee was just too much. Instead of a speaker, the meeting planner opted for six "free" industry speakers, all CEOs from various corporations.

About a week after the meeting, the meeting planner called the speaker. The speaker asked how the meeting went, and how well did the audience enjoy the six CEOs.

"Horrible!" was the answer. "Three of them were terrible speakers. The other three were even worse. Instead of sharing information on how they had become so successful, they spent all their presentation time giving commercials about their companies. I'm calling you now for next year's meeting. I need a speaker I can count on. I can't afford to make a mistake like that again."

When you can't afford to make mistakes, let us help you get the best professional speakers, seminar leaders, and consultants available. We won't overwhelm you with choices and give you a dozen or more speakers to choose from. Instead, we will carefully listen to your needs and then recommend a few speakers that best meet your needs. Naturally, if you wish to be inundated with choices, we can accommodate that too!

About the Author

Andrea H. Gold is President of Gold Stars Speakers Bureau™, a more-than 18-year-old Tucson, Arizona-based, full-service bureau that offers speakers, trainers, facilitators, consultants, celebrities and sports figures worldwide, to corporations, associations and government agencies. Gold Stars has placed presenters from humorists, authors, business experts and musical acts to U.S. Presidents and household name celebrities. You may reach her at 520-742-4384.

Let us help you prevent problems and find the perfect speaker. Click here to email us.