Speaker selection is one of the most important elements of a successful meeting. But selecting the right speaker can be a daunting task - speakers are available in every fee range and specialty topic. To help make your meeting a success, the Canadian Association of Professional Speakers has compiled the following 10 tips:

1. Determine The Needs of Your Audience

Thorough knowledge of the needs of your group is essential in selecting the right speaker. Does your meeting require that the audience leave with specific or technical information? Do you need someone to motivate the group to sell? Are you looking for after-dinner entertainment with a message?

2. Establish Your Date, Time and Budget

Start looking for a speaker as soon as the date for your meeting is set. Many speakers book engagements up to a year in advance, and you will want to get on their calendar as soon as possible. Consider how much time you have to fill, and where that time falls in your overall program. If your time slot is flexible, a professional speaker can often tell you the right amount of time for the job. A professional can also make recommendations about the order of topics and speakers, if one presentation will follow another. (You may not want to follow a humourist with a detailed educational presentation.) Factor in the fee you are willing or able to pay for a speaker. Your search for a speaker can be narrowed or broadened based upon your budget.

3. Identify the Type of Speaker To Best Match Your Audience

A speaker's expertise in a given field may be the big draw, but a well-known name does not guarantee a professional presentation. High prices don't always mean high quality. Will your audience and the overall program benefit most from a celebrity, an expert in the field, a popular sports personality, a best-selling author or a professional speaker who has a thorough knowledge of the appropriate topic?

4. Locate Your Resources

Personal referrals are a great way to narrow your search. Ask colleagues for recommendations. Speakers' bureaus locate and book speakers according to your specifications and needs. A bureau can locate speakers and quote fees. Many bureaus specialize in particular speakers such as celebrities, authors or athletes. Speakers' bureaus can often be found in your local phone directory under "Speakers" or "Agent." You can also use the Internet to find bureaus. Check out the CAPS online directory of professional speakers at www.canadianspeakers.org. This directory contains information on professional Canadian speakers and can be searched by topic, keyword, location and name.

5. Review Your Options and Interview Your Candidates

Professional speakers will be real partners in this process. Often they will ask questions about the needs of your audience and what they can accomplish for you. Ask your candidates for references and, if they are speaking in your area, ask if you can attend the program and observe them in action. Ensure that potential speakers have addressed similar groups. Talk with those groups about their experience. Ask speakers for biographies, testimonials and videos of their presentations, preferably before a live audience. Find a speaker who will tailor his or her presentation to your group. Ask the speaker about professional associations, and about awards or certifications earned.

6. Select Your Speaker

Hire a professional and you'll hire an ally. Professional speakers understand that your reputation is riding on their performance. Their experience with hundreds of audiences can add to your peace of mind and to the success of your event. When selecting your speaker, consider that you are not paying for the time the speaker is on the platform, but also for the hours spent researching, preparing and customizing the presentation. Some speakers may negotiate their fees when they are doing more than one program for you, or when they are allowed to sell their products. Ask about your options.

7. Get It in Writing

   You should have a letter of agreement or contract that clearly outlines the expectations of both you and your speaker. Consider:

   • Travel arrangements and transportation
   • Accommodation and meals
   • Fees, reimbursements and payment terms
   • Whether you want the speaker to attend social events
   • If the speaker may sell products and, if so, how this will be handled
   • An agreement on any audio or videotaping of the presentation
   • Cancellation policies
   • Audio/visual requirements
   • Legal implications, if any, in your contract
     
     

8. Work With Your Speaker

Share information about your group or company to help the speaker become familiar with your organization, and to facilitate a customized presentation. Provide your newsletter, or anything that includes key people, buzzwords or insider news and views. Give the speaker a clear outline of what you expect. Be specific about the size and demographics of your audience. Let the speaker know in advance about other speakers on the program. This gives your speaker an opportunity to build on (and not duplicate) what the other speakers say.

9. Set the Stage

Make sure the room is set up for optimum impact Consider the number of chairs and how they are arranged. Also consider room temperature and lighting. Stay on schedule. Although a professional will be able to make up time or slow down if needed, keeping things on schedule will allow your audience to get the full impact of the program you have created. Your speaker should be able to provide you with a good bio and introduction to the topic. The introduction should be short but energizing, and it should create positive expectations.

10. Evaluate the Results

    Have the audience fill out forms evaluating the speaker's presentation. This will allow you to gauge your results and plan for future programs. Send copies of the audience feedback to your speaker.

The Canadian Association of Professional Speakers stands ready to help you with the most important element of a successful meeting - finding the right speaker. Although we do not book or recommend specific individuals, we're pleased to answer any of your questions.