The process of hiring a keynote speaker can seem daunting. It doesn’t matter if you’re trying to book Will Smith for your graduation or a thought leader for your next convention, the process is the same.  In order to help you learn the process, here is an overview of what you need to know to hire the perfect keynote speaker for your event.

In this article, you will learn how to book a keynote speaker:

1. What you should know before reaching out to a keynote speaker
2. How to find a keynote speaker
3. Speaker Fees

What you should know before reaching out to a keynote speaker

For the best experience booking a keynote speaker, start early and make sure to brainstorm exactly what type of experience you want for your event. Here are six things you should decide before picking up the phone or filling out a keynote speaker contact form.

1. When to start looking
Remember to reach out as soon as possible if you want someone to appear in person. While it is possible to book a last-minute speaker (especially for a virtual or online event), if you want a speaker to appear in person, you need to start early.

How early?

• Professional keynote speakers: six weeks to three months.
• Popular keynote speakers: three to six months.
• Celebrities and brand names: six to eight months.

2. Date, location, and budget of your event.
Date, location, and budget play an important role in determining if a keynote speaker is available to you.

• Date: affects which keynote speakers are available. Professional speakers have full calendars, so have a choice of dates available.
• Budget: limits who you can afford to book. Speakers range from $5,000 to $50,000 or more depending on popularity. For more on the different fee levels, see the Speaker Fees below.
• Location: can also affect the cost and availability of a speaker. Some speakers will appear for a smaller fee closer to home or if the event is online; on the other hand, some speakers won’t travel to certain places no matter what you are paying.

3. Purpose of the event
What do you want your speaker to do at your event?  Not all speakers can deliver the same experience.  So what is the purpose of your event?

• Educate
• Train
• Motivate
• Entertain
• Shift behavior
• Initiate a change effort
• Raise funds
• Promote a cause or organization

4. Demographics of your audience

Do you need a keynote speaker who will appeal to a general audience (like a popular celebrity) or one who will interest a specific demographic group (e.g., an all-women’s group)? Different speakers appeal to different audiences.

5. Type of presentation you want

Do you want a keynote, workshop, moderated talk, after-dinner speaker, or an experience?

• Keynotes: prepared talks that typically last 45 minutes. Sometimes they have a Q&A.
• Workshops: geared to teach small groups skills. Typically offered half or full day.
• Moderated Q&A: provide more informal discussion centered around questions.
• After-dinner speakers bring humor to your event.
• Experiential speakers (e.g, artists, actors, performers): get the audience involved.

6. Your core decision-makers

Who needs to make the final approval? If the answer is not you, then you need to know the vision of the other people involved. Get them involved from the beginning to make the process smoother. You don’t want to lose a speaker because you don’t have all the decision-makers involved.

Four ways to find a keynote speaker

What’s the best way to find a keynote speaker? If you want to find a good keynote speaker, you can consult a speakers bureau, ask your network, use your own experience, or do an internet search.

1. Speakers bureau
There are many good reasons to use a speakers bureau: they’re free to use, their consultants have expertise working with keynote speakers and event planners, the events staff can provide logistical know-how for events, and they have extensive networks in the industry. On their websites, you can find a broad catalog of keynote speakers in all topics and industries: business, politics, entertainment, authors, and more. (For more on working with a keynote speakers bureau see: What to Expect When Working With a Speakers Bureau.)

2. Network
Asking for references from your personal network can be a great way to narrow down your search for the perfect speaker. Many times people in your industry will know great speakers that have delivered an excellent experience at their event.

3. Personal experience
Consider a guest speaker you have seen who has been successful with your group or a group similar to yours.

4. Internet search
As a last resort, you could do your own internet search. Every keynote speaker has a website and videos on YouTube. However, this type of search can take longer and it can be hard to determine how qualified and experienced a speaker is from just watching a video or reading a summary on their website.

Speaker Fees: What do different keynote speakers charge?

How much do keynote speakers cost? Speakers can be free (pro-bono) to over a million dollars for someone world-famous. Typical keynote speaker fees range from $5,000 to $50,000 based on experience and name recognition. (For how to find a keynote speaker when you have a low budget see: 5 Ways to Book Keynote Speakers on a Low Budget)

Fees and Travel Costs: When you pay a keynote speaker, you pay a set fee. The fee is the same if you use a speakers bureau or pay the keynote speaker directly. (However, if you pay a keynote speaker directly you may have to withhold taxes.) Travel is sometimes an additional cost: many speakers charge a flat rate for travel. All you need to pay is one flat rate and not have to worry about booking hotels and flights for them.

Here is the experience you can expect for speakers at different fee levels.

$15,000 And Under: Up-and-Comers

Many quality speakers charge less than $15,000. Some of these speakers are excellent — they are up-and-comers, who are actively building their speaking brands (through writing, consulting, and TED talks).

On the other hand, some charge lower fees because they lack experience in one of these areas:

• Less speaking experience (good ideas but less well-known)
• Less polished speaking skills (an expert in the field but dull)
• Fewer impressive credentials in their field (maybe a CEO of a small company compared to say a Fortune 500 company)
• No polished marketing assets (headshots, AV term sheet, demo videos or one sheet)

$15,000-$25,000: Seasoned Professionals
At this fee level, you will find seasoned, well-spoken, prepared, and composed speakers every time. These keynote speakers are polished presenters and thought leaders in their field who can handle all audiences. They are just as comfortable speaking to five CEOs in a boardroom as they are making jokes in front of a thousand people in a conference hall in Vegas.

The only reason they are not getting paid more is they are not global brand names yet. They are experts but have not achieved name recognition or published a famous book. (For more on these speakers, read 4 Benefits of Bringing in a Business Speaker).

$25,000-$50,000: Popular Speakers
Speakers in the $25,000-50,000 charge a premium based on popularity and demand—not on how experienced or polished they are. Their popularity could be based on a reputation as an excellent speaker but more often it’s because they have a highly relevant and in-demand topic, or are well-known as the top thought leader in their industry. Everybody wants these speakers at their events, so they can charge more.

$50,000 And Above: Brand Name Speakers
Keynote speakers who charge fees in the $50,000 and the six-figure (and even seven-figure) range are usually getting paid for their brand awareness—not their speaking skills, though there are many who are great presenters. You’ve paying because you have heard of these people. They are well-known politicians, athletes, actors, comedians, motivators, etc. They might have a book that’s been on the bestseller list for years or they consistently headline stadiums for their motivational talks. At this level, you are getting someone who will move ticket sales or drive awareness of your event. (For more on celebrity speakers read: How to Book a Celebrity Speaker).

For Choosing a Great Keynote Speaker Also See:

5 Things to Consider Before Booking a Keynote Speaker
5 Ways to Book Keynote Speakers on a Low Budget
How to Hire the Perfect Keynote Speaker
How to Book a Celebrity Speaker
How to Book a Last-Minute Keynote Speaker
4 Benefits of Bringing in a Business Speaker
What You Can Expect From Similar Keynote Speakers at Different Fee Levels
What to Expect When Working With a Speakers Bureau
Why Work With a Speakers Bureau?

Feel free to contact us at 805.965.1400 or info@BigSpeak.com and we’ll get you started.