7 Tips for Selecting Professional Speakers in Troubled Times

Seven Tips For Selecting Speakers in Troubled Economic Times

By Lori Turec, SVP Business Development & Event Management FIVE STAR Speakers & Trainers (http://www.fivestarspeakers.com/)

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 motivational speaker (http://www.fivestarspeakers.com/international-speakers-trainers-bureau/national-speakers-bureau-glossary/motivational-speaker-defined.htm) 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 (http://www.fivestarspeakers.com/international-speakers-trainers-bureau/national-speakers-bureau-glossary/keynote-defined.htm) 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 keynote 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 leadership 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 motivational speaker 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 professional 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 keynote 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 motivational speaker cannot get to your event ... if you book direct what are your options? You probably already have paid a deposit to your keynote 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.