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To get the best deal, understand what speakers want


National Speakers Association

NSA is an alternative for finding speakers. NSA has an open online search capability that anyone can access at www.nsaspeaker.org. It is true that only members of NSA are listed, which does limit possibilities a bit, but nonetheless you will find that the NSA website a valuable source in your search for the right speaker. NSA offers its members a certification called Certified Speaking Professional (CSP). While the CSP designation does not guarantee a speaker’s success at your meeting, the process through which a speaker goes to receive a CSP designation is not an easy one. The CSP is a good indicator that the speaker is truly a professional.

Approaching the Speaker
Never approach a speaker by asking if they negotiate their fees. What the speaker hears is, “I’m calling to ask you for a discount and offer nothing in return.” That’s a turn-off in anybody’s book. Besides, everything in life is a negotiation — just assume that they will. A better approach is to first talk with the speaker about what you want — engage them in conversation. After they have affirmed that they can deliver what you want, move into the “we have a budget issue” phase. Do this by first suggesting some of the things your organization can do for the speaker to create extra value for them.

Keynote vs. Breakout

Believe it or not, more speakers will be willing to talk to you about your budget challenges when you are talking general session (meaning that there is no other session competing at the same time) versus breakout or concurrent sessions. The reason for this is exposure and product-selling capability. If a speaker is going to fly across the country to speak at a meeting, which do you think is more valuable — speaking to 40 people or to 400? Naturally, it is the 400. More people who could potentially recommend the speaker for future events and more product will surely be sold to 400 people than to 40. Rarely do planners think about this.

In deciding how to acquire your next speaker, I hope this column has stimulated your thinking beyond conventional wisdom.

One of America’s most prolific authors and speakers on partnering and strategic alliances, Ed Rigsbee is a consultant and adviser to world-class clients such as Toyota, 3M, Dun and Bradstreet, BE Aerospace, George Fischer Signet, Mead, Siemens, Roland, Best Buy and others. He travels internationally to assist organizations in building alliance relationships and to improve their effectiveness and profitability.

When he takes the platform to deliver keynote presentations, he delivers twice the value. First is his high-level content, gleaned from his books and more than 1,500 published articles. Second is his naturally playful and humorous manner, which he uses to relax and disarm his audience. The result is his distinctive ability to move people into action; to do better and be more effective in business and life. Ed Rigsbee, CSP, may be contacted through www.rigsbee.com or ed@rigsbee.com.