Hint: Speaking fees and celebrity status only tell part of the story
Selecting the right speakers has always required careful planning and an understanding of meeting objectives. As organizations across all industries seek ways to get more done with fewer resources it is also vital to find speakers with high “fee to value ratios.” Here are a few tips on hiring speakers that will deliver the highest return on investment.
Diane Goodman, president of The Goodman Speaker’s Bureau, Inc. recommends that event planners should first work with their internal executives to identify clear meeting objectives and timelines, and to plan as early as possible to get the best speakers – especially keynote speakers.
Spending 15 or 20 minutes with decision makers at the start of the selection process will ultimately increase the planners’ value to the executive team. By presenting only those speakers that tie into the goals and objectives of the meeting, they won’t spend everyone’s time going down the wrong path. They will also avoid waiting too long to make a decision, and the risk not getting the speaker of their choice.
According to Diane, three of the most commonly requested types of speakers are:
Motivational. No matter if it is good times or bad, people always need a little motivation in their work and life. Meetings that are high content, educational or training-oriented need some levity. That is when the humorous motivational speaker or educational/entertainment speaker is used and always well received…laughter makes people feel good and also is a great ice breaker.
Team Building. As companies reorganize, merge, acquire or are acquired, or downsize, they need to rebuild or strengthen internal relationships. Interactive teambuilding programs help accomplish these goals.
Adventurer. Audiences are always inspired by listening to these stories of courage and determination.
When asked about the popularity of motivational speakers, Diane says, “Motivational speakers are universally popular. What changes is the style of motivation that groups look to hire. Once there was a focus on pure motivation -- the rah, rah! you can do it! -- which is rather old school right now. Currently most groups want motivation with a message.” What about fees? How much should you expect to spend? Speakers are generally grouped into 3 categories: professional, expert and celebrity.
Professional speakers are those that have chosen to speak for a living. There are thousands of these types of speakers in the marketplace and their fees range from a few thousand dollars to over a hundred thousand dollars. Knowing your budget in advance allows you to narrow your search.
Expert speakers are those who speak as a result of their expertise in a given area. It is not their primary vocation. So depending on your meeting objectives, you may or may not need an “expert.”
Celebrities are just that. Often times you will pay a lot of money just to have a celebrity on the platform, regardless of their speaking ability. The planner has to determine the value of that.
In terms of actual speaking ability, professional speakers are the most accustomed to being on the podium, and therefore usually most able to tailor their message to meet specific requirements.
Besides the fee itself, what else determines “affordability?” It’s really about getting the most value whatever the actual dollar investment. Look for speakers that are reasonable in their travel requirements and factor that in when you compare the “cost” of various speakers
Another way of making the most of your budget is to find speakers who are willing (and have enough material) to do “double-duty” by filling more than one slot on your program.
How to find a high-impact, high-value speaker 
