“Measure Twice, Cut Once”

   By Carol Fetzer

     Many of us will remember that famous lesson from The Karate Kid a number of years ago. As the Kid was struggling through the initial training activities to become a Karate expert, his teacher was creating experiences to help him understand the importance of preparation. “Measure Twice, Cut Once” is an old construction lesson, but it applies to literally everything you must do in order to ensure an outstanding event, meeting, or conference. And the same holds true for finding and contracting the right speakers for your programs.

Each meeting is unique, and it is extremely important that meeting planners find the right speakers for their meetings who can deliver on expectations – all of them! Speakers want this just as much as meeting planners do. And it is during that “preparation” time – that planning time – that every single question must be answered, every need revealed, and every concern addressed.

Experienced meeting planners have all had disappointments with past speakers (as well as with sessions, meals, logistics, registration processes, special events, and every other aspect of their meetings). Having “been there,” I can tell you that I know there is almost nothing worse than a speaker who just didn’t work out. It’s disappointing to the organization executives, the meeting planner, the program attendees who have invested their time AND money, and – yes – even to the speaker. A professional KNOWS when it just didn’t work, and feels terrible about it.

So how can meeting planners ensure that the right speaker has been selected, and will deliver on their expectations? The answer is: Careful planning in advance. Here are some specific recommendations:

Get very, very clear about the interests of your audience, AND the expectations of your company/association leaders/executives. One of the biggest challenges every meeting planner faces is the need to meet the needs and expectations of several stakeholders. Don’t try to make decisions about speakers on your own.

Gather all of the information you can in advance. Get answers to key questions such as:

1.) What is our “end in mind” for this program?

2.) Who are my most important stakeholders?

3.) What is the theme/focus of our event?

4.) Is it important to have diversity among our speakers?

5.) What is our budget?

6.) How many speakers do we want, and can we have all of the speakers we want within that budget?

Review feedback from your last conference and give credence to what your attendees said then.

1.) Did you ask them for recommendations for future speakers?

2.) Did they comment in ways that let you know if they prefer certain kinds of speakers (Academic/content experts? Successful executives? Motivational types? Inspirational speakers? Heroes? Humorists? Thought leaders?)

3.) Were the talks too long? Too short? 

4.) Did they want photo opportunities with speakers?

5.) Did they appreciate and take advantage of book signings?

Use a check list to mark off each step of the speaker selection process(including all meetings and “hoops” you need to jump through internally, in your organization, before you can even begin to look for speakers)!   Include items such as:

  Use a checklist for each item you want to be sure to cover with selected speakers. Examples would include:

1.) Contract received 

2.) Contract signed 

3.) Contract returned to bureau 

4.) Speaker logistics sheet filled out and returned to bureau 

5.)  Deposit sent 

6.) Speaker travel times clarified with bureau  

7.) Speaker on-site support assigned

8.) Speaker accommodations confirmed/reservations made

9.) Ground transportation from/to airport confirmed 

10.) Speakers books ordered 

11.) Book signing time/location/logistics confirmed 

12.) Had telephone conversation with speaker to go over make-up of audience, specifics about group, program theme, audience expectations, past challenges to be aware of, specific needs.

13. Requested audio/visual ordered from AV company

14. Sent all “need to know” info to bureau to give to speaker

15. Mailed final speaker fee payment

16. Completed post event report. Analyzed evaluations.

17. Reported on “learnings” (things we could have done/should have done).

18. Mailed final speaker expenses reimbursement

19. Thank you note sent to speaker

20. Feedback provided to speakers bureau

Forte’ Speakers Bureau is a sister organization to an expert meeting planning company, Milestone Events.  If you need additional support in planning, managing and/or producing your event, let us know. We would be thrilled to partner with you to ensure that you have thorough, creative, and expert planning AS WELL AS the best speakers for your event! We’ll help you “Measure Twice, and Cut Once” to have the most perfectly planned and orchestrated meeting possible.