How to Choose a Speaker

1. COMMON SENSE: Like choosing other professionals, selecting a speaker is left to your common sense. You may discover that the speaker has been "speaking" for over 20 years (but maybe your program is the speaker’s first professional engagement). The promotional material you received are top-notch (but maybe the speaker has a good "day job" and can afford a slick press kit). The speaker may belong to an impressive association (but this may only mean that he/she paid the required dues). On the other hand, these three credentials may belong to a highly qualified professional speaker. Consider many of the items which follow, ask questions and use your best judgment!

2. ENTERTAINMENT VERSUS MESSAGE: You’ll need to decide on the blend of entertainment value and meaningful message that you want for your program. You’ll find speakers who range from 100% entertainment value to those who focus almost exclusively on content with little entertainment value. Often you can find the exact blend that you’re looking for. For example, if you wanted 70% entertainment value and 30% motivational message, many professional speakers can tailor their talk to fit your needs. Just let them know exactly what you want. If you’re not sure what you want, discuss the options which your speaker might offer to you.

3. TYPES OF SPEAKERS:

a. The HUMORIST is someone who delivers humor with a message: Story, relevant point, story, relevant point. Professional humorists can normally blend their humor and message to fit your needs.
b. The MOTIVATIONAL SPEAKER provides an inspiring and uplifting program usually built around powerful stories, often personal experiences of the speaker. Most motivational speakers also use humor, but not to the extent that a humorist would.
c. The CELEBRITY SPEAKER may provide a name which will draw people to your event. Some celebrity speakers are terrific speakers and some are just average, but you’re normally buying their fame and not their platform skills. Celebrity speakers normally have the highest fees.


4. FEES: There is normally a correlation between a speaker’s fee and the quality of the program. You would never think that a $3000 car might be similar to a $30,000 car. Just the same, you wouldn’t think that a $500 speaker might be similar to one who charges $5000. You normally get what you pay for. And consider this: You often pay many times more for the meal than for the speaker (on a per capita basis), when in fact the evening’s program is probably far more important than the meal. Consider the true value-per-person-attending when deciding on your program investment.

5. PROMOTIONAL MATERIALS: A way to select a speaker is to request a press kit from every speaker you’re considering and compare them. Normally, the more professional the press kit, the more professional the speaker. Press kits may include brochures, photos, articles, testimonials, client listings and more. The more professional the speaker, the more likely that an excellent press kit will be available. However, a slick press kit can never guarantee top-notch platform skills.

6. INTERNET WEB SITE: If the speaker has one, the web site will give you an instant "brochure" which may help you make a decision. This is especially valuable if your decision time frame is short. Many speaker web sites include audio clips and a few contain video clips.

7. TESTIMONIALS: Testimonials may give you an indication of quality. You could ask for the names and phone numbers of three recent clients (who had the kind of program you need). Call them and ask questions. Read between the lines and listen for genuine enthusiasm in their voice when talking about their experience with the speaker.

8. AUDIO AND VIDEO TAPES: Most professional speakers have demonstration tapes, either audio or video. Some speakers are starting to put their preview material on CDs. Also, some speakers offer streaming video footage over the Internet. The audio or video tape will never be YOUR exact program, but watch the tape for genuine audience response and speaking style. Look for a demonstration tape before a live audience with no canned laughter.

9. VIEW A PERFORMANCE: It might be possible to watch the speaker in a live performance before hiring. Although this is often not possible, you could ask. Most speakers will not "audition" for a single-date performance, but you might be able to attend someone else’s program. This is probably the best way to really see the speaker’s style and content.

10. PROFESSIONAL AFFILIATIONS: The fact that a speaker is a member of a professional association or the Chamber of Commerce may indicate a level of commitment to the art and business. However, this may or may not have a relationship to the quality of their talk.

11. AWARDS: This is somewhat like the category of professional affiliations. Although awards are normally a good flag, you just never know the true significance of the award received by the speaker. Some awards are highly significant and others may be of minor importance. The awards of Certified Speaking Professional (CSP) and Council of Peers Award for Excellence (CPAE) are significant designations awarded by the National Speakers Association (NSA). The CSP indicates substantial professional experience. The CPAE indicates the highest level of professional speaking achievement. The Accredited Speaker (AS) designation by Toastmasters International indicates a professional level of platform excellence and has been awarded to less than 60 people worldwide.

12. PERFORMER’S EXPERIENCE: How long has the speaker been in the business? Does the speaker speak full-time (earning a living as a speaker) or part-time (with a full-time day job)? These considerations may or may not have a great impact on the quality of the talk.

13. CLEAN MATERIAL: You should not expect to have problems with off-color material when using a professional speaker. If you have any subject material concerns, share them with your speaker.

14. CUSTOMIZATION: While talking with the speaker, you may get a feel for his or her customization skills. What kind of questions is the speaker asking YOU about the audience or organizational culture? Not every talk needs customization but most professional speakers specialize in adding a personal touch.

15. MEETING ROOM SETUP: Ask the speaker what you will need to provide at the meeting venue: Risers/platform, sound system, lighting, projection equipment etc. Many speakers will not speak from behind a lectern but prefer having an open platform from which to talk. Ensure that someone else, a band for example, does not set up in the space reserved for the speaker. Beware of tall centerpieces (balloons for example) as they will block the view of many in the audience.

16. INTRODUCING THE SPEAKER: Normally, the introduction is an important part of the speaker’s talk. Most professional speakers will provide you with a written introduction in advance. Find someone in your organization who will be able to properly set the stage for the talk and get the program off to a good start.

17. SPEAKERS BUREAUS: Using a speakers bureau will normally ensure that you get a quality program. Bureaus will not take a risk on a questionable, non-proven speaker. In essence, they screen the speakers for you. Using a speakers bureau will not normally cost you more. The standard in the speaking industry is that the speaker pays the bureau’s fee out of the speaker’s standard fee. You will normally pay the same fee whether you use a bureau or book directly with the speaker.

18. GUARANTEES: You will probably not see the word "guarantee" on the speaker’s promotional material. Will they guarantee your satisfaction? You could ask them. For the true professional speaker…a guarantee is a no-risk proposition.

 

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