How Can Speakers Bureaus Help With Your Meeting?

Google the word ‘Speakers,’ and you will be overwhelmed with thousands of choices. Motivational speakers. Celebrity speakers. Sports heroes. Futurists. Bestselling authors. Then there are those who speak on trending topics: artificial intelligence, DEI, mental health.

The amount of legwork involved in choosing a speaker can be massive. Not only do you need to research the speaker and peruse his or her sizzle reels, but it’s important to investigate the person’s online history to make sure there’s nothing controversial or that’s not aligned with your company or client’s culture.

Enter the speakers bureau, an organization that represents professional speakers and handles all the details involved in booking them. Not only can they help you make the right choice for your event, but they can also negotiate fees, manage the contract, oversee logistics such as travel arrangements, and act as the go-between for any questions that arise.

"Seasoned agents function as consultants and can share insights you won't find online," said Lisa Warren, partner at SpeakInc. "How is the speaker behind the scenes? Are they likely to agree to extras like producing a custom promo video for you or dining with executives on site? Do they have an extensive rider? How have they been received by similar audiences?"

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Some speakers are exclusive to a single agency; many list with multiple agencies. Some major keynote speakers list with different bureaus and also market themselves.

In return, bureaus either charge a flat fee or receive a commission they receive when they book a speaker (typically 20 to 30% of the gross speaker fee). For some, pricing is not transparent, so you need to ask up front.

Are Their Services Worth It?

One of the biggest benefits planners find in working with a speakers bureau is during the search phase. Speakers bureau web sites list the already vetted speakers they represent by category, and include bio information, sizzle reels, and pricing, all in one place. Planners are able to check availability for their events and request a fee right online.

If you’re looking for a big name, like a political figure or Hollywood star, some speakers bureaus have established relationships with these difficult-to-reach individuals. The savvy ones, like Jaki Baskow of Las Vegas Speakers Bureau, has booked celebrities including Magic Johnson, Shark Tank star Daymond John, and Jay Leno.

Planners might think they can get a better fee if they go directly to a speaker’s website, but they’re much more likely to be able to negotiate a better fee using a speakers bureau than on their own. Many planners develop long-term relationships with a single bureau for all their speaker needs.  

Another benefit is that speakers bureaus provide insurance. They can also tap into their relationships with other speakers if there’s a last-minute change, such as an illness, and the chosen speaker can’t attend.

Bureaus can also make special arrangements for the meeting, such as organizing a Q&A or a fireside chat after the speech, having the speaker attend a lunch or cocktail party to mingle with the attendees, or provide books or do a book signing.  

Important: Bureaus can share their experiences from working with the speakers they represent, but it’s also important to get referrals when choosing a speaker. Online meeting planner groups are a great place to ask for other planners’ opinions.