| So you have just been made responsible for | | | | take the speaker for a test drive. Ask to attend an |
| developing the best-ever program for your next | | | | upcoming speaking engagement. |
| corporate function. Perhaps it's a trade show. Perhaps | | | | What is the speaker's speaking style? Not every |
| it's a conference. It might be a company meeting or a | | | | speaker matches your audience. Some audiences and |
| product launch. Whatever the event, you don't know | | | | some topics call for an energetic motivational style. |
| where to start. Before doing anything, understand that | | | | Others call for a more informative style. Some |
| your program will stand or fall on | | | | audiences will react better to a laid-back style. To be |
| - The audience | | | | sure, boring is out, no matter what the audience, but |
| - The purpose of the meeting | | | | there are different styles that can engage an |
| - The topics of the sessions | | | | audience, but not all of them will work with every |
| - The presenters or speakers | | | | audience. |
| The audience and the purpose of the meeting will | | | | Ask for references you can call...references with |
| determine the topics, and all three will determine who | | | | similar audience characteristics. Then make the call and |
| your speakers should be. | | | | ask what went well and what could have been |
| "But David, shouldn't we hire the biggest name possible | | | | improved. If something did not go well, it could be a sign |
| - the speaker with the biggest 'star appeal'?" | | | | that the speaker is not ideal, or it could be an indication |
| Not necessarily. If the main purpose of your speaker is | | | | of something you need to do to make sure she or he |
| to draw attendance, then you want the biggest name | | | | is ideal. |
| possible for one of your slots - a Jerry Seinfeld or Jay | | | | Is the speaker willing to provide an outline of the |
| Leno or Nicole Kidman or maybe an ex-President. | | | | speech ahead of time? It is important for you to know |
| However, you will still need many other speakers. Star | | | | what the speaker will cover and to make suggestions |
| appeal is a powerful factor, but there are more | | | | if necessary. It's your program and you know what |
| important factors: | | | | needs to be covered. |
| How well does he or she know the topic you need | | | | Is the speaker willing to go the extra mile? Sometimes |
| addressed? Often a respected but decidedly | | | | the best speaker is the one who will commit to staying |
| "unfamous" expert is a better pick than someone out | | | | an hour after the event to answer questions from shy |
| of Hollywood. You can learn a lot about speakers by | | | | participants or from those with long-winded or |
| reviewing their biographies online. | | | | multi-part questions. Or a speaker, especially one who |
| How well can the speaker learn to understand your | | | | is already well-known, can add value by greeting |
| audience? This is important, since the speaker might | | | | people as they enter the hall. Or perhaps they can also |
| already have addressed a similar audience. Or he | | | | add some excitement to a spouses' program. |
| might be willing to take the time to understand who | | | | Of course, budget is always important. If you need to |
| your audience is and what their experiences have | | | | pay for a dozen speakers with a limited budget, don't |
| been. Or maybe not. A key question to ask..."Will you | | | | try to book Dr. Phil for one of your slots. |
| arrive early enough to be briefed about what has | | | | A speakers bureau can help you navigate many of |
| already transpired at our event, so that you can work | | | | these issues, both more quickly and more effectively |
| it into your speech?" Then write it into the speaker's | | | | than you can yourself. Once you make known your |
| contract. | | | | concerns and questions, the speakers bureau can |
| How well does the speaker speak? This is important | | | | quickly pull out those speakers most likely to fit your |
| because the most famous person who has just | | | | needs and respond to your demands. |
| discovered the cure for cancer or won a dozen gold | | | | Choosing the right speaker is critical, if you want your |
| medals at the Olympics might not be able to utter an | | | | audience to walk away feeling that they have gained |
| intelligible word. Make sure the famous speaker or | | | | something from the event. Take the time to ask the |
| recognized expert can really speak well. Ask to see a | | | | right questions and hire the right speaker. |
| real video at a real speaking engagement. Even better, | | | | |
