The speaker search
Clarifying your purpose for bringing a speaker in, whether for motivation, leadership development or something else, is step one in the hunt, according to those in the know.
“It used to be about talking heads but now the goal is to find an expert who has relevant information for attendees,” said Scott Friedman, co-founder of the International Association of Speaker Bureaus and National Speakers Association Council.
Friedman, based in Golden, Colo. recommends using speakers bureaus to reduce the amount of time you put into finding that expert and increase the likelihood that you’ll find the right person for the job.
He believes speakers need to be learning facilitators, and speakers bureaus need to be invested in helping organizations clarify what they want event attendees to learn.
“It’s my goal to make it the best conference you can hold so the more I know about your industry, the better,” he said.
Since speakers bureaus work with numerous speakers, they are well-equipped to help an organization find someone who specializes in topics that range from innovation to leadership.
“It helps to dig deep and avoid generalizations like looking for someone to just speak on motivation,” said Chris Johnson, marketing director for BigSpeak Speakers Bureau in Santa Barbara, Calif. “What’s going on with the company, how could the speaker add value to the event, what is the long-term goal?”
Brian Palmer, president of National Speakers Bureau based in Chicago and Boulder, echoes the importance of drilling down.
“If there’s no goal in mind it will take more time and people will choose someone because they have a good feeling in their gut as opposed to also in their mind,” he said. “Organizations can have a message they want to convey and want someone from the outside to add lightheartedness to the gathering, to reinforce a message or to add a skill.”
A popular theme currently is innovation, according to Johnson. He said that many companies are going through changes and looking for ways to spark innovation from all sides – not just in research and development.
“Empowering and inspiring women in leadership is another one,” he said.
Friedman points out that bringing in well-known speakers like Jerry Seinfeld or Malcolm Gladwell can help associations attract big groups of attendees. Big names can increase the number of tickets sold.
If you’re looking for a name brand who’s known for her social and economic justice and environmental protection, for example, maybe Bianca Jagger, who also was Mick Jagger’s first wife, is a good fit.
Before picking up the phone, however, it’s a good idea to bring up the budget question.
The cost to hire a professional speaker who’s available through a speakers bureau typically starts at $5,000. Someone like Bianca Jagger, on the other hand, starts out in the $75,000 to $100,000 range.
According to Forbes, former U.S. president Bill Clinton rates most popular in the top-tier speakers list at the rate of $450,000. Bringing in Jerry Seinfeld to talk will be somewhere in the ballpark of half a million dollars. Donald Trump tends to be one of the highest ticket-item speakers, weighing in at $1.5 million.
For more information on other speakers in these categories, see the Washington Speakers Bureau or Harry Walker Agency Inc.
Why would someone be interested in paying so much for someone to talk to the group? Simply put – if the event is a fundraiser or drawing in any kind of a paying crowd the speaker will bring in more attendees. More attendees means more revenue.
And if the speaker is known to motivate groups to better things, having him or her address the team could inspire them to go beyond expectations and ensure a good ROI on the price tag.
One of BigSpeak’s current popular speakers in the entrepreneurial space is Daymond John, branding expert and Shark Tank Reality TV judge. His booking rate is in the $20,000 to $40,000 range.
One look at the promo video that outlines what he brings to the podium clarifies what qualifies him for the rate. However, don’t just assume a higher price tag means a better fit for your gig.
“It doesn’t denote better quality per se,” said BigSpeak’s Johnson. “It relates more to someone’s topic, notoriety and what types of audiences they reach.”
He describes the $5,000-range speakers as less known, less experienced or speaking on less-popular titles.
Negotiating for a closer budget fit is always an option too.
“Another advantage of a speakers bureau is that we have relationships with speakers and would know if someone was in your area already so you’d save on travel,” Johnson said. “Some speakers also have reduced rates for nonprofits and schools and universities.
“Maybe it’s a high-value audience and the speaker knows they can either really make a difference or can get more business down the line,” he said
Some speakers have a flat travel rate, and some are all-inclusive in their rate.
Other options for bringing a speaker’s fee closer to an organization’s budget is to use the speaker to add value to the gathering and reduce the need to fill other spots prior to or during the event.
Breakout sessions, pre-event webinars or workshops that support the speaker’s topic are examples.
“It’s important to remember that speakers bureaus aren’t marketing associations for speakers,” said Palmer. “We recommend them on their merit – not to fill their calendars.”
Clarifying your purpose for bringing a speaker in, whether for motivation, leadership development or something else, is step one in the hunt, according to those in the know.
“It used to be about talking heads but now the goal is to find an expert who has relevant information for attendees,” said Scott Friedman, co-founder of the International Association of Speaker Bureaus and National Speakers Association Council.
Friedman, based in Golden, Colo. recommends using speakers…
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