Ready with Supporting Materials

The best speakers have all their supporting materials readily available: Undoubtedly, before your scheduled event, you'll need a biography, an introduction, a write-up of the presentation, and perhaps a photo of the speaker. The seasoned pro has such items and others readily available. These aren't things he or she has to go round up; most professional speakers offer such elements on the Internet so that you can examine them at will.

When these materials are not readily available, it may a sign that something is amiss -- a speaker without a portfolio is like a firefighter without a hose.

Maintaining Contact

Some meeting professionals fear that if they book speakers through a bureau they will lose the interpersonal contact that is so crucial for assuring success. As the client, however, you largely get to dictate what kind of relationship you want with both the bureau and the speaker.

For example, if you insist that the speaker call you directly on all matters related to the presentation, that the speaker stay in touch with you during the time leading up to the presentation, and that there be a full exchange of participant materials prior to the actual meeting date, all of this can be stipulated to the bureau representative.

Best Practices

Best Practices Among Meeting Planners:
* Complete the speaker's pre-program questionnaire well in advance.
* Avoid over-scheduling their meeting attendees.
* Produce a professional, accurate flier or other meeting literature.
* Set up the room as the speaker has requested, including the type of microphone, arrangement of seating, lighting, and even ventilation.
* Plan in advance for adequate food and restroom breaks.
* Keep the speaker informed as to any last-minute program changes, room arrangement, or meeting objectives.
* Make the speaker feel welcome, needed, and liked.

Certified Meeting Professional

The Certified Meeting Professional (CMP) credential was developed to increase the professionalism of meeting professionals in any component or sector of the industry. The Professional Convention Management Association offers comprehensive information on the topic.

A Speaker to Count On

What Makes for a Speaker You Can Count On?
* The speaker bills the client only for agreed upon reimbursable expenses and within three days following the event.

* The speaker never engages in inappropriate language, off-color jokes, or unprofessional behavior, either on or off the platform. The speaker pledges to you the highest standards of professionalism at all times.

* The speaker recognizes that trust is the essence of all effective long-term relationships and pledges to approach each situation by listening, reflecting, and seeking to follow the path to the highest good for all concerned.

* The speaker maintains consistent fees, whether booked by you or himself. The speaker absolutely never raises client fees for bureau-generated engagements. The speaker follows your direction regarding all product and ancillary service sales, keeps you informed as to purchases made, and promptly submits any agreed upon commission of the gross amounts of such sales.

* In addition to being excellent on the platform, the speaker serves as your emissary with the meeting planner, all meeting planning staff, and all attendees at all times.

Speaker Ethics

Open up the National Speakers Association Directory and you'll see thousands of speakers, most eagerly awaiting the opportunity to work with you. Log onto any major search engine on the Internet, type in the word "speaker," and you'll get 100's of hits. It's not difficult to identify speakers on all topics, from all geographic locations, of either gender, in all shapes and sizes, and at varying prices.

Of the 11,500+ speakers in the profession today, however, how many have a well-developed, written ethics policy and operating procedures that succinctly define their working relationship with bureaus? The answer: less than one in ten.

A Working Model

The following 19 provisions, drawn from my own Code of Ethics and Operating Procedures can serve as a working model. You can use it to determine what to look for when adding another speaker to your line-up of speaking professionals, whom you feel confident in recommending to clients:

1. We will not take on any speaking engagement if we have any doubt that Jeff Davidson is less than the best speaker that the client could retain for the engagement. When we say yes to a lead that you provide, you can be assured that Jeff is qualified and capable, and intends to give a presentation that exceeds the client's specific needs.

Fees and Expenses
2. Our fees are consistent with what you would pay if you booked Jeff directly. We never raise client fees for bureau-generated engagements.

3. If you pre-arrange a quantity purchase of our products, we agree to offer you a 20% commission on the gross amount of products sold. We follow your directions regarding any product sales.

continued…

Warning up the Audience

Some of the best speakers I know employ a tried and true technique for warming up an audience: getting them to offer applause, three times, early in the session. For example, I recall someone effectively using this approach: "Let's give a hand for the food service people who prepared and delivered our breakfast this morning. Also let’s recognized the people at (organization) who flew me in to be here with you. How about a round of applause for them? Last, and certainly not least, how about yourselves? You took time out of your busy schedules to be here. Let’s have a round of applause for everyone here."

At this point, what audience wouldn’t be focused, ready to listen, applaud, and have a good time?

Accessible Speakers

There might be some mystery and allure surrounding the speaker who doesn't interact with audience members prior to the speech. Increasingly, however, attendees want to see the speaker as a fellow professional, certified member of the human race, and someone who is accessible. Are your speakers willing to meet with audience members prior to their actual presentation? If they'll be attending your conference or convention, are they willing to rub elbows with members or staff in the hallways, at other meeting events, just prior to going on stage, and afterwards, if time permits?

The functionally competent, oratorically stirring speaker who is aloof to your audience before and after presenting does not win over hearts and minds in the way that the fully engaging, personable, and accessible speaker does. Ask about this consideration when you're in the negotiation stage. You may be surprised as to the answers you receive.

Good Speakers Eliminate Risk

“Consider the risks a buyer faces if the speaker he or she hires doesn’t fulfill the desired outcome,” says sales trainer Ron Karr. “I once received a call from a client looking to hire me. He talked about how he always holds his breath when the speaker takes the stage, because his neck is on the line. Now that is a risk.”

If a meeting costs a company $500,000 to produce, Karr notes, including travel, meeting location, food service, and so on, the meeting planner is under intense pressure to ensure the group has the best speaker(s) available to generate a proper return on investment.

The risks of the organization not achieving its overall objectives, such as a 10% increase in sales, or the attendees learning a set of skills or leaving with a renewed attitude, is considerable. So, what does a good speaker have to offer? Desirable outcomes -- return on investment.

Speaker Selection Challenge

Nancy Lazarus, writing in meetingnewsresearch says that “the process of picking a speaker, while not as universally feared as public speaking itself, still has an assortment of variables, any of which could result in a wrong choice.”

“As expensive as speakers are, usually the most costly component of their presentation is the cumulative time of those listening,” said Brian Palmer, president of National Speakers Bureau in Libertyville, Ill. That makes picking speakers who can deliver messages that resonate with the audience among a meeting planner’s most vital tasks. The rest of the article

Your Reputation is at Stake

Every time you retain a speaker to address your group, in many respects you're putting your reputation on the line. What if the speaker is ineffective? What if the speaker bombs? Worst of all, what if the speaker offends - or grossly offends - members of your audience?

You don't want to take a chance, and no one can blame you. You want to select the best possible expert for the program in mind whether it's a conference, convention, annual meeting, quarterly meeting, executive retreat, roundtable session, or any other arrangement. You want to be able to know, with confidence, that your staff or members, executive team, top management, owners, shareholders, or other constituents will be not simply satisfied with your selection, but pleased.

Now envision this. The evening before your special event, the expert presenter you have retained calls to say, "Hi. I arrived a few minutes ago and went immediately to the meeting room. I checked out the facilities, and everything seems fine. I'll be back at the room well in advance of my presentation tomorrow, rested and ready to go."

You put down the phone and think to yourself, "Thank you, thank you, thank you. Here is a speaker who takes care of the little things. Here is a meeting pro."

Next, imagine arriving at the meeting room, seeing that your presenter is already set up and is graciously greeting any early arrivals. Now you're thinking, "Here's somebody who goes the extra mile."

If I may toot my own horn for a moment, I go the extra mile every time.

NSA Chapters Websites

Alabama www.nsaalabama.org
Arizona www.nsa-arizona.org
N.California www.nsanc.org
San Diego www.nsasd.org
GLAC www.glacnsa.org
Colorado www.nsacolorado.org

Connecticut www.nsact.org
DC www.nsadc.org
Florida www.florida-speakers.org
Central Florida www.nsacentralflorida.com
Georgia www.nsageorgia.org
lllinois www.nsa-il.org

lndiana www.nsa-indiana.com
Kansas www.nsa-kc.org
Kentucky www.nsakentucky.org
New Orleans www.nsaneworleans.com
Michigan www.nsamichigan.org
Minnesota www.nsaminnesota.com

St. Louis www.nsastlouis.org
Nebraska www.nsanebraska.com
New England www.nsanewengland.com
Carolinas www.nsacarolinas.org
New York Tri-State www.nsa-tri-state.org
Ohio www.nsaohio.org

Oklahoma www.nsaoklahoma.org
Oregon www.nsaoregon.net
Mid-Atlantic Chapter www.nsamidatlantic.org
Pittsburgh www.pennspeakers.org
Tennessee www.nsatennessee.com
Houston www.nsahouston.org

North Texas www.speaker.org
Heart of Texas www.nsahot.org
Utah www.nsautah.com
Northwest www.nsanorthwest.org
Wisconsin www.wisconsinspeakers.com
Virginia www.nsavirginia.org

UC Berkeley Roster

Here is a roster from the University of California at Berkeley of professional organizations that enhance effective writing and speaking skills

• Association of American Publishers
• American Society of Journalists and Authors
• American Society of Newspaper Editors
• Asian American Journalists Association
• Association for Women in Communications
• International Association of Business Communicators
• Meeting Professionals International
• National Association of Black Journalists
• National Association of Hispanic Journalists
• Northern California Book Publicity & Marketing Association
• Public Relations Society of America
• Public Relations Student Society of America
• Radio-Television News Directors Association
• Society of Professional Journalists
• Society of Technical Communicators
• Writers Guild of America

Ms. Snowden McFall

In the speakers worth knowing category: Hailing from the tiny New England state of New Hampshire, Snowden McFall is a whirlwind of energy and right-on-target marketing and promotion strategies.

Ms. McFall, whose husband's last name is White (she retained her maiden name, so as not be Snow White) disarms audiences from the first minutes on with a quiet exuberance that reaches every person in the group on a one-to-one basis. Her accomplishments are phenomenal. The owner of a highly successfully advertising and public relations firm, she has handled campaigns for politicians, corporation, and well-known institutions.

McFall leaves no stone unturned in presenting her strategies. She offers step-by-step instruction in clear, easy-to-understand terminology bolstered by supporting A/V. When she is done, listeners feel more than motivated to get up off their duffs. Afterwards, McFall makes herself available for follow-up questions and to receive the kudos that keep coming her way.

Speakers We Like

Randy Pennington is the author of On My Honor, a book which boldly proclaims that integrity is the key to effective business relations. Pennington is an intelligent, articulate presenter who mixes intensity with levity, and discipline with compassion. He urges and
cajoles his audiences in a way that invites high responsiveness.

Pennington has lots of stories to draw from, from the corporate world and from international organizations. His book On My Honor draws in part from his participation in Scouts International (known in the United States as the Boy Scouts and Girl Scouts of America) and the deep and penetrating lessons he learned as a scout leader and scoutmaster.

Pennington has wowed audiences from coast to coast including... and in several foreign countries. Hearing him, participants routinely report that they felt as if they had the opportunity to watch a top speaking professional in action.

Scott Gross: Speaker Supreme

Way down in Kerrville Texas, T. Scott Gross runs several successful fast food franchises. His broad-based experience in managing companies, managing people, and serving customers form the basis of his highly popular book series, Positively Outrageous Service.

When he is in front of an audience, it is clear that Gross is cut from a different cloth. With a cool comfortable style, Gross engages his audiences through stories, skits, role plays, and a variety of other techniques to keep them focused on what he is saying. The result is riveting performances, whether for groups of thirty or three thousand. Minutes into his presentation, he has the audience in the palm of his hand. They would be willing to listen to him all day and they would follow him anywhere.

Gross does his homework, vigorously reading literature and background information about the groups he is scheduled to speak to. Then, he majestically weaves each group's lore into his presentation so that they feel as if what he says to them that day is unique.

Bureau's Pet Speakers

Some meeting professionals fear that speakers bureaus will only recommend "pet speakers" -- the ones that they always recommend. This may be true to a certain extent; however, if a bureau recommends the same handful of speakers over and over again, chances are that those speakers are good.

No bureau would risk its reputation on continually sending out a speaker who does not do a stellar job. Sure, in some cases bureaus owned by one spouse will continually recommend the speaker spouse. Ethical bureaus will be up front about this. In general, speakers bureaus and their respective agents do their homework to make sure they have identified whom they believe to be the right speaker for your situation.

These days, with everyone having websites, you could get on a search engine, type in the word speaker, and get hundreds of hits. While it is easy to identify many, many speakers, the task of weeding out who exactly represents the right match for your needs can be a daunting task. All the more reason to turn it over to a speakers bureau.

A Speaker's Responsiveness

You can tell about a potential speaker's responsiveness early on.

From the first time you made contact until the time the speaker is to actually make the presentation, to the follow-up, is this speaker responsive? You can gauge a speaker's level of responsiveness best, obviously, prior to the presentation. Are the materials that you request promptly submitted or readily available? Does the speaker readily return phone calls? Or is the speaker in hiding and generally inaccessible before the presentation?

You can gain a sense of this immediately from each interaction after your initial call. If you
sense that the speaker's level of responsiveness is less than you desire, be wary. This may be a clue as to how the presentation and overall interaction with the audience may go. What was supposed to be a customized program may only be tailored. What was supposed to be tailored may only be a slight modification of off-the-shelf. Responsiveness and attentiveness prior to
the big event is the best clue that you've chosen the right speaker for the job.