| Speakers can add immeasurably to a meeting by | | | | Variations in the basic fee. Keep in mind that |
| motivating, entertaining, enlightening or teaching a skill. | | | | professional speakers - those who do this for a living |
| An inappropriate speaker, on the other hand, can lead | | | | - are likely to set their fees according to how long |
| to disastrous results. Here's a look at how to find the | | | | they'll be at your event. For instance, the speaker |
| right speaker for your event and how to work with | | | | might have a keynote fee that covers a single |
| speakers to make sure their presentation - and your | | | | keynote address of up to 90 minutes. If the speaker |
| event - are a success. | | | | plans to do the keynote address, speak at a |
| The key question is: How does an organization | | | | break-out session, and perhaps stay for the luncheon, |
| choose? How can you be sure that you'll get a | | | | he might charge a higher fee. Many professional |
| speaker who is right for your organization? Start by | | | | speakers have half-day and full-day rates in addition |
| asking yourself these questions: | | | | to keynote fees. |
| - Why is this meeting being held? | | | | Travel and other costs. For the privilege of having |
| - What do we want the attendees to know, think, | | | | the speaker address your group, you pay the |
| or feel after this meeting? | | | | speaker's fee plus travel and accommodation costs |
| - What issues or challenges are the attendees facing | | | | (hotel and meals). A speaker's expenses typically |
| right now? Your answers should help you narrow | | | | start at $1,000 - or more if he or she is flying |
| your search. And remember, much is at stake. A | | | | first-class. |
| speaker can, and often will, set the tone for your | | | | Negotiating fees. Are speakers fees carved in stone? |
| meeting. Select poorly, and there's a strong chance | | | | No, fees are often negotiable, even those of some |
| your meeting will suffer. Attendees will long recall a | | | | of the top tier speakers. In fact, you shouldn't be |
| speaker who bombed. There's a lot financially at | | | | too quick to accept the first price you're quoted. |
| stake, too; speakers do not come cheap, typically | | | | Don't be shy about negotiating. |
| charging thousands of dollars for their services. Once | | | | KEEPING COSTS DOWN |
| again, the key is to know your organization, know | | | | Here are some ways to keep a lid on the cost of |
| your circumstances, and know your audience. | | | | hiring speakers: |
| USING A SPEAKERS BUREAU | | | | Who's local? Look for speakers who are based in the |
| A speakers bureau can help you narrow your search | | | | city where you'll be holding your event. Some |
| down to that one speaker who is perfect for your | | | | speakers spend their entire lives on the road, and |
| organization. Here's how: | | | | may welcome a gig close to home. A Boston-based |
| Knowing who's hot. A speakers bureau is on the | | | | speaker may be amenable to offering a deal on his |
| phone with meeting planners all day long, reviewing | | | | rate in order to address your meeting in Boston. And, |
| speakers, hearing from planners about what speakers | | | | of course, you'll avoid travel and accommodation |
| they've used, who was good, who wasn't. Bureaus | | | | expenses. |
| know the speaker's capabilities. | | | | Does he have something to sell? A speaker with a |
| Wider Access. Speakers bureaus have access to | | | | book or a video to sell may be willing to accept a |
| thousands of professional speakers, industry experts, | | | | lower fee if allowed to peddle their wares at your |
| and celebrities. Occasionally, a big-name celebrity will | | | | event. |
| have exclusive management with a particular bureau, | | | | Can you share costs with another group? Check with |
| but that does not mean other bureaus aren't able to | | | | the hotel or local convention and visitors bureau |
| book that celebrity. In such cases, the celebrity's | | | | about other events scheduled the same day. You |
| bureau and the bureau representing the meeting | | | | could "share" the services of the speaker - and thus |
| planner "co-broker" the deal. | | | | share the cost. |
| Negotiating Fees. In addition to selecting appropriate | | | | What else can a speaker do? Try to get more bang |
| speaker within a group's budget, the speakers bureau | | | | for your buck by having the speaker agree, lets say, |
| will negotiate the speaker's fee on behalf of the | | | | to attend a break-out session in addition to giving a |
| client - that is, if the fee is open to negotiation. The | | | | major talk. The speaker could be willing to do the |
| meeting planner's organization does not pay extra for | | | | break-out at little to know additional cost. |
| the services of a speakers bureau; the bureau | | | | Offer video. If you plan to record the speaker's |
| receives a percentage of the speaker's fee, much as | | | | presentation, offer to produce extra copies of the |
| a travel agent is compensated for selling airline | | | | video for the speaker's use. The speaker may be |
| tickets. | | | | willing to cut you a deal on the fee. |
| Finding Replacements. One big advantage of using a | | | | Call your Congressman. Approach speakers who do |
| speakers bureau is that if a speaker cancels, even at | | | | not accept fees - current officeholders, for instance. |
| the last minute, the bureau will line up a replacement | | | | If you'll be meeting, say, in and around Washington, |
| that meets the client's needs. | | | | D.C., a member of congress could speak on a |
| SIZING UP POTENTIAL SPEAKERS | | | | legislative topic of interest to your group. |
| The best way to assure that you're a quality | | | | THE SPEAKER'S CONTRACT |
| speaker is to see the speaker in action - or at least | | | | Primarily, the contract should clearly lay out your |
| the speaker's demo video and question meeting | | | | expectations and the speaker's. It should cover the |
| planners who have used the speaker. Do not rely | | | | following: |
| solely on the demo video, since a five-minute snippet | | | | - Travel and local transportation arrangements. |
| is not necessarily an indication of how well a speaker | | | | - Accommodations and meals. |
| will perform. Another approach is to call at least three | | | | - Fees and payment terms. |
| meeting executives familiar with the prospective | | | | - Customization of remarks. |
| speaker's work, and ask: | | | | - Additional duties expected of the speaker, such as |
| - Did the speaker skillfully customize the | | | | mingling with attendees or signing autographs. |
| presentation? | | | | - Whether and how the speaker will sell products |
| - Did the speaker have a good presentation | | | | such and books and DVDs. |
| technique, i.e., use anecdotes, examples, humor? | | | | - Agreements to record the speaker's presentation |
| - Was the speaker easy to work with, or did he/she | | | | (in most cases, you'll need permission to record). |
| make unreasonable requests? | | | | - Audiovisual and technical requirements. |
| - How did attendees rate the speaker? | | | | - Cancellation policies. |
| - Would you use the speaker again? Find out if the | | | | PREPPING YOUR SPEAKER |
| speaker holds the speaking industry's major | | | | You should thoroughly brief the speaker about your |
| designations: CSP (Certified Speaking Professional) or | | | | organization (i.e. goals, accomplishments, challenges), |
| the CPAE (Council of Peers Award for Excellence). | | | | your organization's industry, and the size and |
| The National Speakers Association confers both. The | | | | demographics of the audience. This is particularly |
| CSP signifies achievement through a proven record | | | | important if you are expecting the speaker to |
| of speaking experience; the recipients have made a | | | | customize the presentation. Many celebrity speakers |
| minimum number of paid presentations and earned a | | | | are not amenable to customizing their remarks, but it |
| minimum number of continuing education credits. The | | | | is almost a given among most professional speakers. |
| CPAE is awarded to up to five NSA members | | | | At the very least, furnish the speaker with the most |
| annually for demonstrated platform experience and | | | | recent annual report, a published history of your |
| professionalism. | | | | organization, any pertinent news clippings, and the |
| FEES AND EXPENSES | | | | names of key people and specific industry buzzwords |
| Basic Fees. Fees vary widely, ranging from $1,000 to | | | | that you'll want the speaker to incorporate. |
| $50,000 or more. Luminaries such as management | | | | You may also want to have the speaker interview |
| guru Michael Porter, billionaire entrepreneur Richard | | | | key members of your organization in the weeks |
| Branson and former president Bill Clinton are on the | | | | before the event. But don't assume the speaker will |
| high end. Speakers are paid in a variety of ways but | | | | do extensive preparation work for nothing. |
| generally require a deposit - 50 percent is typical - at | | | | Sometimes, speakers will charge extra for |
| the time of booking, with the balance due shortly | | | | customizing because of the research they have to |
| before the engagement or on site. | | | | do. |