I'm sure that there are plenty of examples when clear planning doesn't occur. Can you tell me about a situation when an event planner didn't provide the best details that led to wrong speaker recommendations?
Well, this happens more than you would think because so often the planner isn’t asking the tough questions. Thankfully, we are able to assist and encourage them to make sure they get answers to the many questions we ask before we will even make a recommendation.
How did you go about correcting that situation and provide the right speaker(s)?
When we see a disconnect between what the planner is asking for and what the executives are thinking about, we immediately step back and ask more questions. There is a delicate balance in trying to assure that the speaker will meet the needs of the audience, as well as satisfying the executives’ goals and objectives too.
Event planners often turn to a speakers bureau to secure their speakers. For those who may not be familiar with a bureau, could you briefly explain the role your firm plays?
Speakers bureaus stay abreast of experts, trendsetters, newsmakers, authors and other professionals who can add value as a speaker. Bureaus understand these speakers’ strengths and styles, and should be able to strategically help planners (or anyone else) find appropriate speakers within all budget ranges.
Bureaus save time and frustration by narrowing down the seemingly infinite world of professional speakers to a short list of appropriate and qualified choices. From there, bureaus can provide easy access to videos, brochures, books and other materials to help planners make their final selection.
Additionally, they can coordinate direct communication between planners and the speakers they hire. This is crucial for the speaker to best prepare for an event.
Bureaus are generally paid by the speaker, and typically do not charge anything additional. Some bureaus do sometimes charge their own fees when providing services such as extensive research or strategic planning for companies or organizations.
What types of organizations typically hire a speakers bureau?
In our 27-year history, we have worked with literally every imaginable type of business or organization from Fortune 500 companies to universities to non-profits. The common thread has been that our clients recognize the vital role speakers play in their events and they trust our expertise to navigate through the countless variables associated with hiring a speaker.
They rely on us for judging speaker quality, content, style and affordability. They also rely on us for handling contracts, scheduling issues, meeting preparation, “back-up” plans, and more.
Can you explain when it makes more sense for an event planner to rely on direct contracting vs. working with a speakers bureau?
I really can’t think of a reason why a planner would want to do that. Bureaus are their partners for success. We work for them and want to make sure that we make the entire process of booking a speaker seamless.
What advice or suggestions do you have for any event planner who is hiring a professional speaker for the first time?
Planners should start early, early, early to research and hire a speaker. This means they should know meeting objectives, understand why their executives want a speaker, and have reasonable budget parameters in place well in advance. From there, bureaus can start looking at appropriate speakers to recommend and who are available.
Starting early also helps increase the chances of the “ideal” speaker being available. And, it gives planners plenty of time to “sell” the speaker internally for approvals and then market the speaker to meeting attendees.
Diane Goodman is president of The Goodman Speakers Bureau, based in Windsor, CT, and may be reached at 800-875-2893.
