Neen James and Ron Culberson, left to right
Do your background checks
Technology has made vetting speakers easier. Although many meeting planners still rely on word-of-mouth recommendations or on speakers bureaus, most speakers’ websites are a wealth of information, including demo videos and client testimonials.
Culberson said his strategy for finding a speaker would include watching a full demo video and speaking with someone who has seen the speaker in action, preferably another speaker.
Demo videos do have limitations, he warned. Most speakers aren’t happy with the quality of their own.
“I don’t know any speakers that think their demo video adequately depicts the quality of their presentation,” he said. The problem, Culberson believes, is that video does not accurately capture the experience of being in the audience.
He cites as an example a video of one of his humorous speeches. The audio did not pick up the audience’s laughter and ultimately changed the way his speech comes across.
“Realize that videos are a great way to screen out people that might not be a good fit but if a speaker is on the bubble, a video might not be the best way to make a final decision,” he said.
All the stage is their world
Remember that the stage is a speaker’s workplace, and like an office desk and chair, one size does not fit all.
Different speakers have different physical needs. Culberson, for example, moves about the stage; his body language adds to his humor. But often, he finds himself stuck behind a lectern with an attached microphone.
He has learned to adapt. “I have had to use my voice to do what my body normally would have done.” But if a meeting planner had asked beforehand about stage setup, the issue could have been avoided.
“For a speaker to be forced to speak behind a lectern can really downgrade the energy,” he said.
Another important aspect of staging is placement of screens for videos or PowerPoint presentations. Hotels tend to place the screen centerstage and the speaker to the side, exactly opposite of how the stage should be set, Culberson said.
“There’s a misunderstanding that the slides are where the information is, but actually the information and the intellectual property come from the speaker. It is easy to shift them and to put the speaker front and center.”
Shine light on the subject
Poor lighting is a common problem with an easy solution; additional track lights or spotlights, an added cost that will add value to a presentation.
“I’m a humorist; it is important for people to see my facial expression,” said Culberson. “If the stage is not well lit, they are not going to be reacting.”
Lighting can also be a problem during video or other presentations that require lights to be lowered. “They turn down the lights, and the speaker is in the dark. It’s a recipe for a nap.”
A simple solution is to put a spotlight on the presenter.
Be an informant
Culberson likes to customize his talks, and he turns to meeting planners for information. “I want to talk to two to three people who will give me a good cross-section of the organization. I will ask them ‘What is a day in your life like?’ or ‘What are your biggest challenges?” Websites and in-house publications are also good sources for company culture. Meeting planners can also clue Culberson in on company culture. One of his recent clients refers to its employees as associates. “It was helpful for them to tell me that they don’t use the word staff.”
Little things mean a lot
From a logistical standpoint, little things mean a lot to speakers, far from the comforts of home.
James has not forgotten the meeting planner who stocked her lectern with two bottles of water and a timer and who held a sound check and made sure the microphone had fresh batteries.
The planner who stocks the car or limo with a bottle of water for the ride from the airport earns James’ praise. “The little things really do make a difference. We spend most of our weeks on the road, and that level of thoughtfulness is really quite special.”