Are you a keynote speaker deciding whether you need representation or not? BigSpeak’s EVP Ken Sterling’s latest article is a must read for any speaker weighing the pros and cons of (a.) handling bookings, marketing and everything between on your own, (b.) hiring a speaker manager, or (c.) working with a speakers bureau. 

After working in the industry for over a decade, Ken offers experienced advice on managing your speaking career and when it’s best to take the plunge and work with a bureau. Here’s what you need to know: 

Should Keynote Speakers Go It Alone?

Freelancers, speaker managers, and speakers bureaus–how to decide which to use and how to use them.

If you’re a professional keynote speaker or a business owner/entrepreneur thinking of getting into keynote speaking, you might be wondering, “Should I go it alone or have someone represent me?” How you answer that question depends on where you are in your speaking career, how much you want to focus and invest in speaking, and how much time you want to spend on the business side of things.

As an executive at a leading business speakers bureau, keynote speakers are always asking me for advice on representation and their speaking career in general. Working in the industry for more than a decade, I have met speakers who are just starting out, professional speakers with long careers, bestselling authors, and celebrities who enjoy sharing their stories. Some speakers are happy to take care of their own business (or have a friend or family member help out) while others hire a manager or partner with a speakers bureau.

Which is the best choice for your speaking career?

Do It Yourself

When you do it yourself, you really are doing everything. You’re responsible for marketing, event logistics, sales, and contracts. You answer calls, read emails, vet all opportunities, and handle all the problems. And, yes, you get all the profits.

So when is it best to do it all yourself? It’s better to run the whole show if you’re starting out, only speak occasionally, or have a spouse or family member who wants to help run your business for you.

Until you are an in-demand speaker, getting paid to speak over ten times per year, you likely won’t need (or be able to afford) a professional agent or manager. Likewise, until your phone is ringing off the hook, it doesn’t make economic sense for you or a speakers bureau to work together. It won’t benefit either of you.

Speaker Manager

Some speakers ask, “why would I want to hire a speaker manager?” Speaker management companies come in all shapes and sizes and can provide a variety of services including trusted advice on marketing and positioning, sales support, travel and event logistics, and backend office support. Some management companies, especially the more established ones, will be proactive, help with positioning and also manage all your sales and bookings.

Speakers have different needs depending on their level of business, so as with any partnership, it’s important to make sure to find the right management company for you. As for their compensation, speaker managers generally charge a monthly retainer for administrative work and a sales commission on any booking.

A speaker manager can be especially valuable if you’re a high-demand speaker or a celebrity. Managers can handle all the little details of the speaking business while you focus on your career. However, that doesn’t mean you can’t still accept bookings from a speakers bureau. Speaker management companies and speakers bureaus will work as a team on each booking. Having a speaker manager is like having a full-time director of sales or events logistics team on your staff.

Speakers Bureau

What can a speakers bureau do for a keynote speaker? Everything. They handle marketing, branding, negotiation, book deals, speaker coaching, making sales/booking, logistics, contracts, and billing.

When an event planner has an “open canvas” search, bureaus pitch you. When the proposal to have you on stage hasn’t been replied to, they follow up. When someone is slow to pay, they chase them down. And when you need to make a connection, they know who to call.

If you are an exclusive speaker with a speakers bureau, you are their client and they get you the best terms, fees, and other considerations possible. Bureaus can help increase your business because they have relationships with event organizers, conferences, and Fortune 1000 companies.

Many, if not all, speakers want to work with a speakers bureau. However, it’s not a great fit for everyone (including you or the bureaus)–especially if you’re just starting out or only speak occasionally.

All things being equal, if a speaker can handle their own marketing, negotiations, contracting, billing, logistics, and follow-up, they could probably save money by doing it themselves. Likewise, some speakers just prefer to be ‘bureau friendly.’ They do most of the bookings themselves while also accepting bookings made through bureaus.

On the other hand, a speakers bureau will work well for you when you’re a professional keynote speaker with over ten paid bookings per year, a very busy executive/founder, a celebrity, or when you are gaining popularity. While speakers bureaus receive a percentage of your speaking fee, they also help you get booked more often and for a larger fee. Plus they focus on your brand as a thought leader, keynote speaker, and author, continuously working on your messaging and positioning as a keynote speaker.

Caveat Emptor

When looking at a speaker manager or speakers bureau, remember to shop around. They are not all the same. Ask for references. Talk with your fellow speakers before working with a bureau. There are many private speaker forums where they candidly discuss the pros and cons of various bureaus and managers. Finally, be wary of an agent, manager, or agency who promises to quickly make you an in-demand speaker. Just like any business, it takes a long time to build your reputation and demand for your speaking.

If you’re a business owner/entrepreneur who wants to become a keynote speaker, a professional keynote speaker, or are already well known because of your accomplishments in another field, there are many options for your speaking career. You can go it on your own, hire a speaker manager, or form a relationship with a speakers bureau. What you choose to do depends on where you are in your career and how much you want to invest in speaking, thought leadership, and becoming the best keynote expert out there on your chosen topic.