HIRING

THE RIGHT

KEYNOTE

SPEAKER

ENGAGING

THE RIGHT TYPE OF SPEAKER FOR

YOUR EVENT AND AUDIENCE

BY RICHARD BOWLES

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Disclaimer

We care but you’re responsible.

So please be sure to take specialist advice before taking on any of the ideas. This

paper is general in nature and not meant to replace any specific advice. Richard

Bowles, employees of said company and brand derivations disclaim all and any

liability to any persons whatsoever in respect of anything done by any person in

reliance, whether in whole or in part, on this paper.

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About the Author

Richard Bowles

Richard Bowles is an extraordinary and unique individual; his experience is phenomenal. Richard has 15 years in sales management as

a high performer in both corporate and retail

sales. These days he is world renowned for

running the world’s longest and most

demanding rugged mountain trails that span

entire nations.

He works alongside some of Australia’s best

and brightest psychology professionals in the

process of perseverance, as well as with many

top faculties in human performance.

An accomplished writer and soon to be author

of a book on long term sustained success,

Richards penetrating ideas are shared around

the world.

With experience in corporate training,

coaching, speaking and most importantly vast

amounts of real-life achievements in gaining

long term and sustained results; his views are

radically different. Richard embodies and

promotes that commitment, dedication and

driving results is not just for the elite few.

“Commitment is vital for everybody, every day and it’s how we should live our lives.”

Referred to by the media as a hybrid of Forrest Gump and Bear Grylls Richard has a well-

developed ability to persevere and tackle any extreme situation. Highly effective skills in

decision making under pressure and facing challenges head on; he shows what’s needed to

move towards the end result.

Richard’s fusion of real life extreme experiences and new and unique techniques see him work

with clients from all walks of life in all types of business.

You can check out more about Richard at www.richardbowles.com.au

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Exceptional events: Engaging the right speaker

Would you like a keynote speaker that is engaging, inspirational and entertaining, while being

knowledgeable in their field and relevant to your audience? Who doesn’t, right?

There are many things to consider when looking for a speaker for your next event and the trick

is to know what is important and what will have the biggest impact on your audience and

ultimately the success of your event. Picking the right speaker could make or break the whole

event.

The key is to find the right speaker for your audience, your budget and the message you want

delivered.

Every event manager has these three challenges:

Challenge 1: Finding a speaker who has relevance to the audience

There are many speakers that have a story, but they need to have relevance to your audience

while delivering value. They need to address the issues and problems of the audience with

practical ideas in helping solve them. It’s about having a speaker who understands the

audience’s needs.

Challenge 2: Finding the best speaker that fits into the budget

This is challenging with fees ranging from a few thousand to way into double digits.

Unfortunately, you don’t always get what you pay for; higher fees can be based on a celebrity

status and not necessarily quality content or presentation skills, and then those at a lower fee

are often not professionals and experts in their respected fields making this task even more

challenging.

Challenge 3: Finding a speaker who is an exceptional presenter and expert in their

field

Experts in their field are often not engaging to audiences and story tellers don’t always have

expertise. Finding the right speaker to meet both needs is a difficult task. Every group has a

“personality.” So matching the right person to your group is as important as the right message.

This paper delivers a framework of fundamentals, practical tools and ideas you can use make sure you

choose the right speaker for you next event.

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Speaker value and delivery Figure 1: highlights the 5 different categories of speakers, and the value of delivery expected. You will

likely have had experience and relate with those within the model.

There are literally thousands of speakers in Australia alone, all with a very broad range of topics,

expertise and skills. However, I believe that most if not all can be put into one of the five

categories within the model with many of the same types delivering a general presentation that

is accepted by most audiences.

I have seen the profound impact of keynote speeches, within my time on and off the stage over

the years. To choose the right speaker for your event, it is important to understand the role of

the speaker, the skills each type offers and how to use them to achieve your preferred end

result.

When your audience takes their seats they are far from focused. In fact, they are completely

distracted: by travel, budgets, e-mail, voice mail, office politics, life in general.

To accomplish the goals of your event, you must have them focused and open, ready to learn

and then to act in a way to forward the events’ agenda. This is the job of the speaker. A great

keynote speaker sets the tone for your meeting.

The right keynote can positively influence your audience for the entire event and beyond.

I think Janet Racicot, from Racicot and Associates, sums this up beautifully within the 5 identified

categories of speakers outlined on the following pages:

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The Generalist

The Generalist is the author of a book from recent or not so recent years, or executive from a

previously successful company. You probably heard their speech at an industry conference

within the past six months. Chances are, if you engage that person for your event, you will

hear the same exact speech. In fact, that speech may have been given at your biggest

competitor's event the previous week. The topics can be interesting or their delivery

motivating, but the content is general. Even if it's a celebrity (the author of this year's book or

from a TV show) the recognisable name is not as important as their message and what it does

and does not accomplish How to Use Them

The more general the speaker, the more general the result. If you have a large audience (>

2000) and want to motivate them to embrace a topic (e.g. reengineering) or consider a new

market (e.g. the e-Business), the Generalist can work. Do not use a Generalist if there is a

specific action you want the audience to take, for example, to buy your product.

The Gurus

These are technical experts from the major research and analysis firms who deliver

presentations developed and approved by their company based on careful research and

subsequent reports. No matter how new or dynamic the category, every person from that firm

will deliver the same presentation. They will not be allowed to tailor the content to your

meeting's goals.

Since they have to be objective, do not expect them to show favouritism towards your

company. As with the Generalist, the very same speech may have been given at your biggest

competitor's sales meeting the week before your event. How to Use Them

It’s rare for a Guru to deliver an effective keynote speech. These speakers are knowledgeable

reporters of facts not motivators. Use them to follow up the keynote speaker. As authorities,

they can be very effective as authorities in generating confidence in a product category or

interest in a new market. Understand that the demand they generate is for their company's

reports.

The Freebie

Know anybody that works for free? Me neither. So when, ostensibly to save money, you hear

that someone has engaged a 'free' speaker, immediately wonder about who is footing the bill.

When that individual stands up in front of your audience, someone is paying for that hour.

How to Use Them

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Ask yourself: Is this really a bargain? Consider how much you are paying, per person, for

beverages for your event. If you agree that a self-motivated audience is important, doesn't

make sense to invest more in your keynote than in your coffee? Do not be surprised when

their speech plays to the benefit of their benefactor, whether it be their consulting company,

board of directors, business partner or publisher. I have seen instances where a single

comment (which generated lots business for the benefactor) undermined the host's entire

event.

Your Corporate Executives

This is the group that absolutely loves to talk to your audience, tolerates little control from you

and believes that they are the best speakers. As a subset of the Free category, the same rules

apply. Your company is paying for their time. No one in the audience will be surprised that

they are excited about the event or support the new product strategy. If you think that you can

control their message and they are articulate, let them talk. (and give me a call cuz it's a

rarity). How to Use Them

Your corporate execs are very important and have a pivotal role to play. They can be very

effective for introductory remarks or as a follow up to the keynote with specifics on the new

strategy. Their mere presence delivers a message to the audience that your event is a priority.

Do not expect motivation, polished diction or even technical enlightenment. Expect the

audience to feel important and to pay attention to what they say and to what follows their

presentation.

The Advocate

They are a hybrid, possessing the best of all the previous categories. The Advocate has the

motivation skills of the Generalist, the authoritative knowledge of the Guru, and the polish of

your best, most articulate Exec. Best of all, they are not Free. They believe that it is their job to

work for you, and with you, to make your event (large or small) a success. Unfortunately, they

are not easy to find.

Their speeches are not one-size-fits-all (like the Generalist and the Guru) but will have a

common theme. For example, I have worked with a great keynote speaker whose focus is

business, change, and how people in corporations make technology decisions. A theme like

this, customized to help you achieve the goals of your event, and delivered by a motivating

speaker, offers an incredibly powerful combination with which to kick off your event.

How to Use Them

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If you want insurance that your keynote will have maximum impact, find an Advocate. Work

with them to shape their speech by describing exactly what you need to accomplish with your

event. More than with any other type of speaker, the Advocate can give you confidence about

what will be said regarding critical issues such as the competition, a controversial strategy, a

change in management.

SOURCE: Racicot, Janette, How to Choose and Use Keynote Speakers, Racicot & Associates http://www.jracicot.com/speeches/articleshowtousekeynoters.htm

The Speaker Essentials

These fundamentals are imperative for any speaker

Figure 2: Shows the three fundamental elements of a great speaker

These are the fundamentals when considering a speaker; these three basic elements mean

that you have the best chance of receiving what you require to make your event memorable.

Even at the Freebie level you would want your speaker to have at least this basic

understanding of a structure to guide the audience, the content to inform them why being

applicable to them and delivered in an entertaining and professional manor.

Unfortunately many speakers do not have these simple requirements, which makes it extremely

difficult to then inform, inspire and entertain, guiding your audience through a clear engaging

story that entertains while being extremely informative.

Why is this so important? Because something magical happens when you gather people

together. You have a message to deliver and goals to reach that can only be done by people

influencing other people.

Think about the requirement and don't put your next event in jeopardy.

ENTERTAIN INFORM

INSPIRE

GROW

GUIDE

ENGAGE

Structure

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Engaging the right speaker is like insuring your event. Insurance that the investment you have

made in your event will be used wisely and that your audience will leave entertained, inspired

and informed so they can move forward with the right agenda.

Your next actions

The 3 critical questions:

1. Are you finding speakers that have relevance to your outcomes?

2. Is it a challenge to find a fantastic speaker that fits into you budget?

3. Are you finding exceptional presenters that are advocates in their fields?

If this sounds like something you want to explore, consider the above questions and contact me

to discuss how as a speaker I might be able to help.

About the Author

I am an advocate for high performance and strive towards focused, committed and

perseverance strategies to help people, teams and organisations succeed at what they are

aiming for. Through speaking to audiences, consulting with teams and one on one, I see

opportunities for having committed and dedicated people that thrive and exceed results.

I am an accomplished speaker and soon to be published author and a thought leader and

advocate in focus, commitment and perseverance strategies. I offer a range of education

programs and coaching sessions designed to help individuals, teams and departments develop

highly effective commitment for success.

To find out more either call or email me 0468 604 001 richard@richardbowles.com.au

richardbowles.com.au