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Avoid the Duds: 10 Strategies for Selecting 'The Perfect Speaker'
Avoid the Duds: 10 Strategies for Selecting 'The Perfect Speaker'
by Susan A. Friedmann, CSP, The Tradeshow Coach,
http://www.thetradeshowcoach.com
Today, more than ever, the success of meetings relies heavily on the strength of
program content and presentation. Nothing can spoil a meeting more than hiring
the wrong speaker. That?s because speakers do more than just convey the overall
meeting message. You look to them to provide insights, awareness, and
cutting-edge information in an energetic, motivational, entertaining, and
professional manner. What more could you ask for? Well, the right speaker can
emphasize an important message, offer inspiration, help people cope with new
assignments, and lead the way towards change.
Selecting the right speaker for your event is one of the most important, yet
daunting elements for creating a successful meeting. Your speaker can often make
or break the event. If he bombs, your reputation not only takes a severe
nose-dive, but you also have the pleasure of dealing with the barrage of
complaints from a disappointed audience. Yet, if he does well, you can walk away
with many of the accolades, compliments, and of course, the rave reviews. By
now, you probably realize that this massive responsibility is not to be taken
lightly.
Raise Your Expectations
The skill to selecting a great speaker is determining what combination of
education, motivation, and entertainment best fits your function. Then set out
to find a perfect match. But keep your expectations high, since nothing can
spoil a meeting faster than booking the wrong speaker. The following 10
guidelines should help you keep your focus and also keep you away from the
"duds."
1. Know the program objectives. Before you can start looking for the
right speaker, you must know the program objectives. Begin with the end in mind.
What are you looking to achieve? Is this an annual meeting, a training program,
an incentive get-together, an awards celebration, or another type of event? This
will probably be a committee or management decision, rather than one you will
have to make. But you may have to make an intangible concept tangible.
2. Understand the audience?s needs. Along with the program objectives,
consider the needs of your audience. Does your group need industry-specific or
technical information? Will a mix of motivation and entertainment serve your
group's purpose? Today's audiences are generally younger, more educated, more
diverse, and more sophisticated than in the past. They want content. They want
to learn, but they also want it to be fun, so consider the audience needs and
exactly what they expect. Consider surveying your audience. Ask them what they
want or what skills would most help them in their jobs. For example, sales
people may ask for advanced selling skills, but managers may request
teambuilding programs.
3. Check for reputation. With countless speakers out there vying for your
business, how can you possibly determine which one best meets your needs? Many
speakers produce highly professional or glitzy marketing materials to help sell
their services. You must look deeper than simply scanning a few brochures and
ask pointed questions to find the right fit, such as What experience does this
speaker have? How familiar is this speaker with this industry? and, Who else has
used this person?
4. "Test drive" your prospects. If you don't have the opportunity to
preview a speaker in person, then the next best thing is to request a video or
audio recording of a previous presentation. A session that was recorded before a
live audience gives you a better sense of a person?s real ability.
Watch or listen carefully to how the speaker builds rapport and interacts with
the audience. Ask yourself if this person would be right for your group. Is the
combination of education, motivation, and entertainment appropriate for your
needs? Does the speaker have a message that is appropriate, timely, and relevant
to the theme or purpose of your event? Does it conform to your company's
philosophy and policy? Do you feel the speaker is genuine and has the expertise
to deliver a solid presentation?
5. Don't be star-struck. If you are considering celebrity speakers, make
sure they can speak! TV personalities do a great job on the air, but sometimes
have little public speaking expertise, and you should be aware that the skills
needed for being on TV and for speaking live are very different. However, many
well-known personalities make excellent speakers and can add enormous value and
clout to your event. Politicians and sports, media, or entertainment celebrities
often share life experiences, offer advice, or have an inspirational message to
impart.
6. Be wary of grandiose claims. Speakers who claim to be all things to
all people are probably desperate for work. Avoid them. True professional
speakers, on the other hand, usually have certain areas or topics of expertise.
They would much rather refer potential business to a true expert than jeopardize
their reputation by trying to do a program outside of their knowledge zone.
Also, beware of the charismatic and fluffy speaker as your audience wants good,
solid take-away value.
7. Provide and ask for good information. Reputable speakers want to find
out as much as possible about the meeting objectives, the audience, industry
challenges, and so on in order to tailor their presentation to the group. Share
information on your organization and audience to help the speaker design a
program to fit your specific needs. provide them with newsletters, catalogs, or
any other publications that highlight industry trends, key people, industry
jargon or buzz words, and insider news and views.
Also include as much information as possible about the size and demographics of
the audience such as age, gender, and positions.
8. Ask for an outline. Ask prospective speakers for an outline of the
presentation to make sure they will be covering the material as you discussed.
This will clearly lay out what's expected as verbal communication is subject to
being misunderstood or misinterpreted. Seeing exactly what speakers plan to
cover in the sessions should help to ensure that the material is tailored to
your specific needs.
9. Maximize opportunities. Look for ways to maximize opportunities with
your speakers. Discuss different ways they can add extra value and be a
significant resource to help improve your meeting's success. Brainstorm ways
that you feel they can assist you in planning, preparing, promoting, and
presenting. Some suggestions include serving as an emcee, conducting special
sessions or roundtable discussions about current issues for select groups such
as company executives or the board of directors, and participating in a spouse
program.
10. Trust your instincts. Through your communication with the speaker,
you will quickly form an opinion or have a feeling about this person. First
reactions count here. "I like this person" or "I don't like this person," or "I
feel comfortable or uncomfortable working with this person," are strong
indicators. These responses usually comes from your gut -- a very trustworthy
organ. Have confidence in your instincts and trust that so-called sixth sense.
If you experience any kind of negative feeling, think about looking for someone
else or get another opinion from a colleague. You want to make sure that you can
work with this person and that both of you are on the same wavelength.
The true objective of hiring a professional speaker hinges on establishing a
partnership where a mutually beneficial relationship grows and flourishes. When
this happens, you know you've chosen well.
The Perfect Match
Overwhelmed with the plethora of speakers to choose from? You may want to turn
to a speaker's bureau for advice and guidance. A good bureau should act as a
consultant and partner to help your event succeed. Even though many hundreds of
bureaus are out there, the numbers pale in comparison to the thousands of
speakers. A bureau's sole purpose is simply to make your job easier and provide
you with solutions. They want to find the best possible match for your event
within your price range. So, where do go looking for one of these bureaus? Here
are a few places to start your search: the phone book, chambers of commerce,
convention and visitors bureaus, the Internet, industry colleagues, and friends.
A Final Note:
Look for CSP (Certified Speaking Professional) or CPAE (Council of Peers Award
for Excellence) designations. Both these are conferred by the National Speakers
Association and are considered the speaking profession's international measure
of professional platform skill (http://www.nsaspeaker.org).
Armed with these guidelines and resources, your search for the perfect speaker
will be more fruitful. And with a little effort and some time, you will connect
with a speaker who will fulfill your goals -- one that will be both inform and
enlighten. Your audience will thank you.
By Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author:
"Meeting & Event Planning for Dummies," working with companies to improve their
meeting and event success through coaching, consulting and training. Go to
http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week.
Article Source - Trade-Show-Tips.com
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