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May 2003
For Professional Speakers, Authors, and Consultants
FROM THE PUBLISHERS OF SHARING IDEAS NEWSMAGAZINE
http://www.walters-intl.com
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IN THIS ISSUE...
1. WORKING WITH SPEAKERS BUREAUS
2. THE 5 MOST COMMON MYTHS ABOUT SPEAKERS BUREAUS
3. Walters International Speakers Bureau NEW SPEAKER REQUIREMENTS
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WORKING WITH SPEAKERS BUREAUS
INDUSTRY DEFINITIONS
BUREAUS: are not exclusive. A Speaker may be booked with as many Bureaus
as are appropriate for their topic and fee level (and the speakers can still
book themselves to their own clients as well). The more Bureaus the
speakers is listed with, the more times that speaker will be suggested to the
Bureaus' clients. Bureaus are paid on straight commission.
AGENTS: work primarily with Celebrity speakers, and specialize in
Exclusive
contracts. This type of speaker usually has fees which start at $20,000
and up. One of the highest paid in the US right now is Jerry Sienfeld.
That kind of speaker will "pull the crowd" to a convention. (just like
a star actor for a play, TV show or movie)
HOW DOES A SPEAKERS BUREAU WORK?
Speakers Bureaus have large data bases of speakers with many different
programs, topics from a wide range of fee levels. Our data base helps us
track when our Meeting Planner clients will be planning their next events.
Our computer notifies us about who to call every day. We like to ask the
Meeting Planner about the "theme" of their event, what topics they are
especially looking for, etc. We then begin our search for the perfect
speakers based on the meeting planner's needs. If the Meeting Planner is
looking for a Celebrity Speaker by name, we study our BUREAU & AGENT file to
locate their exclusive agent to "broker" with us. We have the client
with the money, they have the celebrity, We then share commission on this
booking.
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THE 5 MOST COMMON MYTHS ABOUT SPEAKERS BUREAUS
We have written 5 of the most common misconceptions of working with bureaus with
the hope of dispelling many myths we have seen develop within the speaking
industry.
COMMON MISCONCEPTIONS:
1.That Bureaus can create bookings for speakers who have never received paid
bookings.
FACT: Bureaus work very hard to find the perfect speaker for their Meeting
Planner Clients . The Meeting Planners expect Bureaus to have a vast
knowledge of the Speaking Industry. Meeting Planners want top quality,
experienced speakers to deliver their message to the audience. It would be
unethical for a Bureau to place an inexperienced speaker with a Meeting Planner
Client. Such an incident could ruin the clients meeting and the Bureaus
relationship with the Meeting Planner. Bureaus look for speakers whose
fees are over $3,000. For a l hr. keynote. They want reliable speakers, who have
lots of experience working with audiences and excellent marketing materials that
will help the Bureau close the sale. Bureaus are most interested in working with
Speakers who are at this level and welcome inquiries from speakers at this
level.
2. Speakers sometimes say. "When I go full time as a Speaker, I will
only do Bureau Bookings and will not have to market myself anymore."
WRONG. Speakers continue to market themselves- even more when they work with
Bureaus. Keeping them informed of new topics, raises in fees, new products, etc.
The big misconception new speakers have is that Bureaus help speakers who have
never been paid to get started. Bureaus do not market specific speakers (unless
they are their exclusive agent), What bureaus do is promote their bureau
services as Industry Experts to Meeting Planners. Then the Meeting Planner asks
the Bureau for help in searching for and finding the perfect speakers for their
event. The Bureau uses their knowledge of the industry to find the best speaker
on the subject within their clients budget to fit their program. The searches
for speakers by the Bureau are based on their Meeting Planners' needs and
requests.
3. Do Speakers really need promotional materials so that the Bureaus can book
them?
Yes, Usually the Meeting Planners present the Speakers materials
(Presentation Folder and Demo Tapes) to be looked at by their Board of
Directors. The whole group looks at the materials and makes their selection. The
skill of the Bureau lies in finding the Speaker who is the perfect fit as to
topic, title, and results. Many beginning speakers are able to get by without
marketing materials in the beginning for events with low fees and through word
of mouth but will need a powerful marketing package in order to move up in this
industry.
4. How are Bureaus Paid?
The standard method is that the Bureau is paid from 25%- 30% of the contract
they obtain for the Speaker. The Bureau writes the contract and collects the
fees and makes sure all of the meeting planners needs are met. A bureau is also
responsible for replacing the speaker with a suitable substitute should an
emergency take place where the speaker could not get to the meeting. Many times
bureaus are able to book a speaker to deliver more than one program at the same
event, or presell the client on follow-up phone conferences or follow up
consulting for the client, including Educational Materials Packages, which the
Bureau presells to the Meeting Planner. Often the commission on product sales
made by the bureau is negotiable based on the speakers mark up.
5. What do Bureaus Appreciate Most?
Speakers who generate many leads for spin off business at engagements booked by
the Bureau. In every audience are prospects for bookings with other
associations, different corporate divisions and other events. The speaker makes
notes on the prospective clients business card about the future date, the
location, and what the objectives are for the meeting, length of program,
audience size and any other details available. When such leads materialize at
events booked by a bureau, the speaker then sends the leads back to the Bureau
who booked the paid date for the speaker. We track the leads each speaker turns
in from every booking. Bureaus expect and appreciate these leads. They are very
important. If a speaker does not give leads back to the bureau who booked them
it is usually due to one of these 3 reasons:
A. The audience did not like the speaker.
B. The speaker kept the leads to follow up themselves.
C. The speaker shares the leads to other speakers.
All three of these possibilities mean the Bureau will not want to use or
recommend that speaker again.
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Walters International Speakers Bureau-NEW SPEAKER REQUIREMENTS
Walters International Speakers Bureau, in business for 30 years, currently
has the largest database of professional speakers in the world. We
specialize in bookings to Associations and Corporations. We have no
speaker exclusives, thus are a bureau, not an agent.
We publish the International Directory of all of the Speakers Bureaus.
Presently there are approximately 475 Speakers Bureaus in 23 countries.
Many Speakers Bureaus specialize as to type of speaker, type of client, or
special topics. Our valuable directory is a gift to new subscribers to our
Speaker-Bureau-Agent-Meeting Planner magazine, SHARING IDEAS.
Here is what we need to consider booking you.
First, we ask that you call our office and set up a new speaker phone
appointment with Dottie Walters, our President. She interviews new
speakers between 4 and 5 p.m. California time. If she is not in when you
call, our office staff will set up a phone appointment for you. Please
have the following information ready for the phone interview.
1. An excellently packaged 8 minute video demo tape of each of your topics --
professionally done.
2. Your Presentation Folder for each of your topics to match the demo.
3. The 7 standard items for the Presentation Folders. One of these items
is your complete fee schedule, with all of your "Accessories" which we
can sell along with your program.
4. A list of the Speakers Bureaus who book you now. We consider this list
of our colleagues in the business your highest recommendation.
5. A list of recent clients you have presented for. We check all
references.
6. All of your materials, including your demo tapes, must be put together in
"Bureau Friendly" fashion.
7. In addition to the above materials, don't forget, we also want new
speakers to phone us between 4 and 5 in the afternoon so we can talk to them,
get acquainted, and see if there is a match as to topics, markets, fee levels,
and professional ideals. We aim at long term business associates, so it is
very important to have a personality and topic match as well as a match for
markets and fee levels.
Our booking fees are the same as the world standard, 25% of the contract we sign
for you. The client pays for your travel separately. Travel expenses
are not commissionable. We pay all of our own expenses out of our 25%.
We are paid only upon obtaining a booking for you.
If Dottie Walters feels that you are a good match for our clients, she will
ask you to send us your complete Speakers Presentation Folder and Demo tapes.
Your topic and fee may mean you are more appropriate for other bureaus.
This is why we publish the International Directory of Speakers Bureaus for
you to use as a valuable resource to find bureaus that fit your topic and
market.
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