BY JACK WARKENTHIEN
OUT FRONT
Houston is a convention city and destination favorite for many associations and corporations around the globe. Regardless of the nonsense happening all around us — economically, politically and culturally — organizing and hosting meetings is a recession-proof industry. They are here today and here to stay.
In fact, many ancillary, service-based, companies have been spawned to assist in the planning process, from caterers to concierges, from satellite transmissions to speakers’ bureaus.
Ah, speakers! Is there a more crucial ingredient to the recipe for a memorable event? I don’t think so, and here’s why.
There are four items every meeting agenda must include, regardless of who’s chosen to present the message:
- Information
- Education
- Entertainment
- Recognition
Though each company will parade their internal “subject matter experts” in front of the attendees, everyone knows they can’t be prophets in their own “hometown.” Even the Bible reminds us of this in Luke 4:24.
Since the purpose of every meeting revolves around one or more of the four, you want to ensure that any and all speakers make the grade before class begins. The following questions will help you choose the right person with the right message, at the right time, taking into consideration the three meeting stages: Before, during and after your event.
Before the event
- How do I want our attendees to feel at the end of the session? Decide now: What one or two things must occur for the program to be a success? Once you know what the end zone (metaphorically speaking) looks like, you can choose your starting line-up.
- What is our budget? There’s no right or wrong answer here — there’s only reality. The sooner you know what you can afford to invest, the sooner you can shop for a speaker within the budget range you specify. Otherwise, you’ll find yourself sampling some of the finest imported merlots and serving a cheap domestic.
- What exactly is needed? Do you need an informative speaker (a subject matter expert on the topic); an educator someone who can teach the subject); an entertainer (the sizzle not the steak) or a host/hostess (a master of ceremony who will moderate the program). You many want to balance your program to include a healthy mix of all four ingredients.
- Is there evidence of past success? Research your top candidates before choosing. The best sources are telephone testimonies and letters of referral from past clients. Even a Google search on the Internet will turn up several (if not hundreds) of mentions by speaker name. Scary thought, isn’t it?
- Will they deliver a “personalized” or “customized” message to our group? The alternative: delivering an “off the shelf” speech that’s so generic, the presenter could have phoned it in? Does he or she invest time with you, and other meeting representatives, completing a pre-program survey to learn more about your needs well in advance of your event?
At the event
When you invest precious resources in a speaker, you’re unable to relax until you know he or she has safely arrived — well before they’re scheduled to “perform.”
- Will they provide a minimum of one half-day of cushion? Most speakers will want to come in the evening before a morning event, or the morning of an evening engagement. Why? Mostly to get a feel for the audience, the association or firm, the venue and other intangibles. If they’re really on the ball, they’ll want to meet you, first-thing, upon arrival.
- Do they insist on reviewing all logistical arrangements (handouts, audio-visual needs, seating arrangements, microphone, dress code, recording facilities)? Sweat the small stuff with your speaker to ensure everything checks out.
- Will they invest an hour or two of post speech time? Those hours just after a presentation are critical to your success. In addition to “basking in the afterglow” of a message well delivered, your speaker should make him — or her, available to the audience. An inspirational speaker will touch people in ways you can’t imagine. Insist on a bit of closure with your group.
- Is your speaker interested in mingling with your group in other ways? Whether it’s to attend receptions, meet with principals, audit workshops or dine with other presenters, the more face-time, the more relevant the message. The best presenters want to do this anyway.
- Is he or she an insider or outsider? Is your speaker anxious and excited about being an insider and sounding like one, or an outsider who speaks in “me” versus “you” terms?
After the event
You probably know “war stories” about expense reports received months after the event. That’s a sure way for a speaker not to be invited back in the future.
- Are all expenses submitted within five to 10 business days of the event? You deserve closure as soon after your meeting as possible. Ensure the expenses that were included were reasonable based upon your agreement up- front.
- Is he or she a short-term vendor or long-term partner? Pay attention to your speaker after the glow has dissipated. Did they send you a thank you note and a message, inferring they want to join you again real soon? Or are you just another whistle stop on an endless journey back and forth across the country? Remember, your speaker is building equity in your group thanks to your investment in them. You’ll want a return on that equity at a later date for another engagement.
- Did they ask for a “love letter?” An astute presenter will probably ask for a referral letter if they’ve done a great job with your group. These “letters of reference” are gold to speakers, trainers and consultants.
But have you considered the benefits you receive? Visibility! Often these letters — on your letterhead — find their way in front of future clients of yours. If you want your audience energized so they’re rushing to get to your events — and not searching for the exits when they’re there — you need to choose the right messenger. You will be the ultimate hero when your speaker lights your audiences’ fire. So invest time in the choice.
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Jack Warkenthien, CEO, NextStep Solutions. Email him at
[email protected] or call him at 832-344-6998
