Using A Motivational Speakers Bureau, Yes or No?
A prospect explained to me recently: "In the past I used travel agents to book my airline tickets, now I buy online. The internet has given me unprecedented access to airline fares. And so, in the same way, I’ve chosen to cut out the speakers bureau 'middle man' and book motivational and keynote speakers directly.”
It’s true (and confirmed by Google’s trends data) that more and more people are choosing to book motivational speakers directly. But is this a good path to follow?
Before you can evaluate what's in your own best interests, it's vital you're not blindsided by speaking industry myths. As I unearth these myths, you'll find yourself saying: "Now I think about it, it makes perfect sense!"
Myth #1: Working with a speakers bureau doesn't cost me a dime!
Speakers bureaus are quick to explain that, since their commission comes directly from a motivational speaker's fee, it doesn't cost you anything to take advantage of their expertise – so why not?
It's absolutely true that a speakers bureau commission is usually paid by the speaker and not by you. They work for you, (that's why they're called speakers bureaus and not speaker's bureaus). However, trying to negotiate with a motivational speaker through a speakers bureau is a tough proposition for several reasons:
1. Firstly, the motivational speaker is already taking a 30% cut in his or her regular fee, up front.
2. Secondly, speakers don't like to set a precedent. If they discount their fee for you, they're going to be asked by that speakers bureau to discount their fee for another future client.
3. It's common sense, if you ask a motivational speaker to drop his or her fee by 10%, she's more likely to agree if a third of her regular fee isn't already going into the pockets of a bureau salesperson.
Myth #2: Speakers bureau salespeople know what's "out there".
The speaking industry is bloated with 'wanna be' motivational speakers, which makes researching great speakers incredibly time consuming.
To be clear, I'm very sympathetic towards speakers bureaus in this regard. Put yourself in the shoes of a speakers bureau salesperson. Many are on 100% commission. In other words, they only make money when they book a speaker, not when they find a new speaker they might book in the future. It stands to reason, why spend time checking out motivational speakers when they could be making sales calls?
If you're looking for a speakers bureau to suggest a motivational speaker for your event, here's an essential litmus test. (Incidentally, speakers bureaus hate me giving you this tip because it instantly uncovers the 'we know what's out there' myth.)
Here it is: Call the bureau you're thinking of working with, out of hours, and leave a voicemail explaining that you're a speaker and you would like to talk about the possibility of working with them. If they don't call you back - and most won't - ask yourself: I might have been the perfect speaker for my meeting. If a speakers bureau didn't follow up with me, can they really claim to 'know the industry'? Conversely, if they do call back, use them in a heartbeat – you've found a winner!
I've lost count of the number of times a frustrated client has said to me: "We've been looking for a really funny medical doctor for years and the speakers bureau we used never mentioned you!" On most of these occasions, it turns out I've contacted the speakers bureau in question to discuss the possibility of working together and my call was never returned.
Many speakers bureaus have thousands of speakers on their website, with video-clips and content information. Liaising with all these speakers and keeping information updated is virtually impossible. There's a standing joke in the industry that speaking in front of 5000 people is easy compared to trying to get a speakers bureau to update their information.
Bottom line: Don't assume speakers bureaus know what's "out there".
Myth #3: It's tough finding an amazing motivational speaker without a bureau
Speakers bureau salespeople are keen to point out that doing a Google search on motivational speaker will produce a ton of results; and they're right. However, they're far less likely to mention that doing a Google search on speakers bureau will also produce a ton of results. Here's something you should definitely consider: Booking a speaker via a bureau gives you an extra headache…you have to find a good speakers bureau.
Conclusion
There are both great and grim speakers bureaus, just like there are both awesome and awful speakers. Some event planners swear by their speakers bureau and have built up a wonderful long-term relationship.
However, increasing numbers of meeting professionals are using the power of the internet to find incredible motivational speakers that the bureaus have overlooked. At the very least, a preliminary search of the National Speaker's Association website will give you a better sense of your options, put you in control of your choice and increases the chance that you’ll hire an incredible motivational speaker for your event.
