I need a keynote speaker for my event. Where do I start?
By Windy Elstermeier, Founder & CEO, Pivotal Solutions
Step 1: Write down the one thing you want people to walk away with
Finish this sentence: "After this keynote, our people will…" Maybe it's "feel confident leading without a title," "get through a big change together," or "go back to work with one new habit." That sentence becomes your filter for every speaker you look at.
Step 2: Get clear on who's in the room
Frontline team members, new managers, executives, members of an association, or a mix? How many people? A speaker who's great in a 2,000-seat ballroom isn't always the best choice for 60 leaders at round tables, and the reverse is true too.
Step 3: Set a realistic budget, including the extras
A speaker's fee is only part of the cost. Plan for travel, a hotel night if they're coming from out of town, books or workbooks for attendees, and any AV you need. (See: How much should I budget for a speaker?)
Step 4: Shortlist two or three speakers and do your homework
Watch their highlight reel and a few short clips (two to five minutes on LinkedIn or YouTube is plenty). Read their topics, check their LinkedIn history for real-world experience, and ask for references. Then pay attention on your first call: does the speaker make you feel excited and motivated? If they can't get you excited on a call, they probably can't excite your room.
Step 5: Have a conversation before you book
A good speaker will ask you as many questions as you ask them: about your audience, your goals and what's going on in your organization right now. If they don't, that tells you something.
Windy's perspective
The first question I ask every event planner is: when people walk out of the room, what do you want them to say? When I prepared for the Missouri Department of Transportation's leadership development program, the program lead told me his biggest message is that none of it matters unless people go back and actually put it into action. That told me exactly how to build the talk: real stories, but also a go-do they could use the very next day. I grew up in operations at Walmart, so I'm all about the go-dos.
Windy ElstermeierFounder & CEO, Pivotal SolutionsQuick answers
If you're planning a leadership, women's, HR or company event and want to talk through what would work for your audience, a quick call is the easiest place to start.
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