The Right Choice: A Good Speaker is Vital for a Successful Program

When it's time for the annual company meeting, no detail is too small. Often executives will spend a substantial amount of time choosing the right hotel, the right atmosphere, the right food and even the right entertainment. All too often though, one of the most important aspects of the meeting is an afterthought: The special speaker. Whatever other details have been perfectly coordinated, a poor, boring or misdirected kickoff speaker can start your whole meeting off on the wrong note.

Choosing a good speaker takes homework and laying some ground rules. Before you start looking, ask yourself some key questions such as:

• Why do I want the speaker?
  
• What do I want him to accomplish?
  
• What is my budget?

Once you define your goals, you will be able to narrow the field of candidates and keep yourself from going off base. Clear those goals with the key decision maker. He will be able to tell you budget, topic and purpose, thus saving you time.

Start the process to find a speaker by proposing three or four subject areas for the speech. Keep the themes broad. Generic themes allow speakers more latitude. Once you've narrowed the field of subjects, your search for a speaker will be more directed and easier.

Find out what you can afford. Don't even start your search before your budget parameters are defined. Motivational speakers can cost as little as $1,000 or as much as $15,000. Some situations will generally demand a higher priced speaker. Senior-level audiences may want someone with stature and strong credentials, while a large audience requires an experienced speaker with good podium skills enabling him to keep everyone interested.
Start your search for the speaker early. When it gets too close to meeting time, your options become more limited.

If you are unable to see the speaker on stage, the next best option is a phone interview. Be up front and honest about your needs. Find out the speaker's favorite topics. If they don't match your needs, move on immediately. Assure yourself from the phone interview that you aren't getting a canned speech. Ask about presentation techniques, such as outlines or written speech. Request an audio or videotape sample speech as a preview.
Be wary of the speaker who can't express himself very well on the phone. Watch for someone who can't summarize his talk in a clear, persuasive manner. Unless you're looking for a humorous speaker, avoid an overemphasis on humor. One final point, steer clear of someone who is unwilling to supply you with references.

Brief the speaker in plenty of advance time about the time he will be allowed and what he definitely needs to cover. Try to give him an accurate mental picture of his audience. Send him a packet of information about your company, such as a company newsletter, a copy of the program agenda and an annual report.

A good speaker will draw and keep the attention of your audience. All it takes is a little homework on your part. Remember, the success of your meeting may depend on it.