5 STEPS IN HIRING A MOTIVATIONAL SPEAKER

The purpose of this article is to assist the person who has been charged with the task of hiring a motivational speaker. Stages of the process from pre-speech to post-speech are addressed below.

1) BE CLEAR ABOUT THE TYPE OF MOTIVATIONAL SPEAKER WANTED.
"Motivational Speaker" is a very broad term that encompasses many types of speakers including but not limited to : educators, sports stars, celebrities, corporate entertainers, comedians, politicians and military personnel. A cursory look at the term turns up such possibilities as : master storytellers, magicians, all american athletes, even clowns. Claims of expertise and topics addressed are just as wide: expert on work/life balance and change; recognized expert on personal accountability; comedian and communication expert; expert on personal motivation; networking expert; expert in executive leadership development and high performance team development; expert on sales and customer service; stress resiliency and longevity expert; and, expert on change strategies and human development just to name a few. The sheer size of areas of expertise claimed and topics addressed can be overwhelming. Here are some questions to examine:

1) What is the primary purpose of having the speaker?
2) Who is the audience?
3) What are the primary intended outcomes?
4) Does the speaker match the audience and the purpose of the event?

Go to individual websites and look at speakers' backgrounds, expertise and style of speaking. Do not hesitate to call a potential speaker and ask specific questions about the history of groups addressed, preferred format for speaking, availability of public relations package and references from former engagements.

2) BE CLEAR ABOUT WHAT TYPE OF SPEAKING FORMAT IS THE BEST FIT FOR THE AUDIENCE AND THE INTENDED OUTCOMES.
Motivational speakers can address groups in many different ways. These range from large group keynote presentations to smaller group seminars or breakout sessions. In some cases, it may be desirable and financially expedient to hire a keynote presenter who also will offer a follow-up seminar or series of seminars. Typically, the audience will be in a passive role for a keynote and an active/interactive role for seminars.

3) KNOW YOUR BUDGET IN RELATION TO THE SPEAKERS' FEES AND ASSOCIATED COSTS.
Fees can range from a couple of hundred dollars to over $50,000. For example, Joe Paterno charges $50,000 for a keynote; he travels from Pittsburgh, Pennsylvania and requires first class for one. Former Senate Majority Leader George Mitchell has two keynote fees. Mountain and Pacific time keynotes are $60,000 while Eastern and Central time keynotes are $50,000. At the other end of the spectrum, one may find fees broken down by length of time; e.g. full day fee $2,200, half day fee $1,800, keynote fee $1.300. In all cases, the hiring organization can expect to cover the speaking fee, travel, lodging and food. Do not, however, hesitate to negotiate fees and expenses. The potential speaker will let you know if there is room for negotiation. An organization may not have a budget for speakers, but may be able to barter with other forms of compensation e.g., lodging for the speaker and his/her family, golf passes or gift certificates. Be creative in putting together a suggested remuneration package for consideration.

4) WHEN AN INVITATION HAS BEEN ISSUED TO AND ACCEPTED BY THE SPEAKER, IT SHOULD BE FOLLOWED BY A WRITTEN AGREEMENT OR CONTRACT.
The agreement can be initiated by either party but should contain certain types of information. For example, the identification of all parties entering into the agreement. A brief description of the services requested. Date, time and location of presentation. The identification of a spokesperson from the organization who will provide information such as the primary purpose of the gathering and the nature of the audience. Room set up and necessary equipment should be noted. The fee schedule should be delineated and should address: speech preparation and delivery fees, travel expenses, food and lodging.

5) CONDUCT A POST-SPEECH EVALUATION.
It is recommended that several types of evaluation occur. An in-house evaluation from the hiring organization designed to solicit feedback from the target audience. This can be a simple rating scale with room for comments. The form should address presentation content, presentation style and overall contribution to the function. This information can be summarized and can serve as a useful tool in designing future events and selecting future speakers. This information could also be shared with the speaker to provide the speaker with feedback on his/her performance from the audience's perspective. The speaker should conduct a post speech self-evaluation which serves a formative function and is useful primarily in modifying and improving presentations. The speaker should also supply an evaluation form to the organizer(s) of the event to provide the opportunity for feedback from the host site to the speaker addressing at least the following: pre-speaking engagement communications and planning; substance of the delivery; style of presentation; fit with the audience; and, level of intended outcomes met.

In summary, when hiring a motivational speaker, also known as an expert speaker, keep the following in mind:

1) Be clear about the type of motivational speaker wanted.
2) Be clear about what type of speaking format is the best fit.
3) Know your budget in relation to speakers' fees and associated costs.
4) Complete a written agreement or contract.
5) Conduct post-speech evaluations designed to provide opportunities for imput from the various parties involved.

Jackie Pelletier built a successful career as a teacher, coach, recreation director, principal and interim superintendent. As a respected expert in the field of education, thousands of students and adults were inspired and challenged by her. She was honored as the State of Maine Physical Education Teacher of the Year, named to the Governors Council and recognized Statewide for her contributions in adaptive education and women's sports. Jackie currently is the Wine Training Coordinator at the country's most visited winery at Biltmore Estate as well as an expert motivational speaker.