If you’re a professional speaker, you’ve probably wondered whether working with a speaker bureau could help you book more speaking gigs.
The short answer? Yes, it can. But there’s a lot more to the relationship than sending your demo video link to a bureau and waiting for the phone to ring.
I know because I spent several years working inside a speaker bureau. I’ve seen how the process works, what gets a speaker noticed, and why some speakers make it easy for bureaus to sell them while others struggle to get attention.
Let me give you a peek behind the curtain.
The Speaker Bureau Reality: You Have Minutes to Make an Impression
Back in the day, while working at a speaker bureau in Dallas, I remember sitting around a boardroom table with my colleagues, reviewing speaker videos. We didn’t spend 10 or 20 minutes watching each one. Sometimes a video got two minutes — tops. If it wasn’t grabbing our attention, showing us a compelling speaker, and making us think, “We could book this person,” someone would yell, “NEXT!” And we’d move on to the next speaker.
It might sound harsh, and it was. But think about it from the bureau’s perspective. They’re busy working with clients, responding to requests, and matching speakers to events. They need to quickly understand what makes a speaker special and why a client would want to hire them.
Here’s the lesson: your speaker video isn’t just a sample of your speaking. It’s a sales tool.
It needs to show that you can command a stage, connect with an audience, and deliver a solution to an organization’s needs. Don’t make a bureau work hard to figure out why you’re worth representing. Show them.
How Do Speaker Bureaus Work?
A speaker bureau helps organizations find and book speakers for conferences, conventions, corporate meetings, association events, and other gatherings. A client might approach a bureau looking for a keynote speaker who can address a particular challenge, inspire an audience, or help an organization achieve a specific outcome. The bureau recommends suitable speakers, sometimes starting with as many as a dozen, and helps the client narrow the options to a shortlist before moving to the booking stage.
Depending on the bureau and the arrangement, that can include helping the client define what they need, presenting speaker options, checking availability, negotiating the details, and coordinating the booking and payment. Bureaus typically earn revenue through a commission or booking fee, often 25%, although arrangements vary. Their business depends on connecting the right speaker with the right client.
That last part matters.
A bureau isn’t simply looking for someone who is good on stage. It needs to understand where you fit, which clients might buy you, and why you’re the right choice for a particular event. The more clearly you communicate that, the easier you are to recommend.
When Are You Ready to Work With a Speaker Bureau?
One of the biggest misconceptions I hear from speakers is that getting a bureau to represent them is the first step in building a speaking business. Usually, it’s not. A bureau can be a terrific partner, but it isn’t necessarily going to build your business from scratch. You still need to establish your expertise, develop a compelling presentation, and demonstrate that there is a market for what you do.
Before approaching bureaus, ask yourself:
- Do I have a clear Promise Statement that explains the problem I solve and the results I help audiences achieve?
- Is my speaking fee high enough for everyone to make money — typically $10,000 and above?
- Do I have a strong speaker video that demonstrates my ability on stage?
- Do I have testimonials, client references, or other proof that my work delivers value?
- Can I clearly identify the organizations and audiences that are a good fit for my expertise?
- Have I started generating speaking business on my own?
You don’t need to have everything figured out. But you do need to give a bureau a reason to believe it can sell you successfully. And remember, your positioning matters. If you try to be everything to everyone, it’s much harder for a bureau to know when to recommend you. Clear beats clever. Every time.
How to Get a Speaker Bureau to Notice You
Once you’re ready, how do you get on a bureau’s radar? Start by being strategic, rather than sending the same generic introduction to every bureau you can find.
- Know Where You FitResearch the bureau’s roster. What kinds of speakers do they represent? Which industries and topics do they serve? Do they already have several speakers who address exactly the same problem you solve? You’re looking for a reason your expertise could be valuable to their clients. You don’t necessarily need to be the only speaker in your category. But you do need to give the bureau a clear understanding of your particular approach, perspective, or results.
- Make a Strong First ImpressionRemember my boardroom story? Your video needs to earn the next two minutes. Lead with strong footage of you speaking to a real audience. Show your energy, your connection with the room, and the audience responding to your message. Make it easy to see what you bring to the stage. Don’t bury the good stuff under a long introduction, a list of credentials, or a montage that doesn’t demonstrate your speaking ability. Your video should answer one important question: Why would a meeting planner want this speaker at their event?
- Build RelationshipsA thoughtful introduction can open a door, particularly when it comes through a trusted connection. Attend relevant industry events, develop relationships with people in the speaking business, and look for natural opportunities to meet bureau agents. When you reach out, make it personal. Explain why you believe your expertise might be a fit for their clients. Include a link to your video and website, and make it easy for them to learn more. And please, don’t send a long email explaining your entire life story. Get to the point.
- Demonstrate That There’s a Market for Your WorkIf you’re already booking speaking engagements, let the bureau know. For example, you might say, “Last week, Bank of America hired me to help solve [specific problem].” That plants a wonderful seed with the bureau agent. They might think, “Hey, I have several banking clients who could use this speaker!” Your bookings demonstrate that organizations are willing to hire you. Your testimonials and client results help show why. You don’t need to pretend you’re busier than you are. Simply communicate the traction you’ve built and the audiences you serve. A bureau wants to know that your expertise has a market — and that it can help connect you with more of the right buyers.
What Do Speaker Bureaus Look for in a Speaker?
There’s no single checklist that every bureau uses. Different bureaus have different clients, specialties, and business models. But there are several things that can make you easier to sell.
A clear lane or area of expertise: A bureau needs to understand what you speak about and why clients should care. A strong Promise Statement helps communicate the problem you solve and the results you create.
A compelling presentation: Your content needs to matter to the audience, and your delivery needs to hold their attention. Being knowledgeable isn’t enough if you can’t bring that knowledge to life on stage.
Credibility and proof: Client testimonials, relevant experience, strong video footage, and evidence of audience impact help a bureau feel confident recommending you.
Professionalism: Respond promptly, provide accurate information, keep your materials current, and make the booking process easy. If a bureau is working against a deadline, it needs to know it can count on you.
A marketable message: A speaker who can clearly explain the value they bring to an organization is easier to position than someone whose topic is vague or whose message is all about themselves.
Think about it this way: the bureau needs to be able to tell a client why you’re the right speaker for their event. Give them the language and evidence to do that.
How to Build a Strong Relationship with a Speaker Bureau
Getting noticed is one thing. Building a relationship that leads to bookings is another. Once a bureau starts working with you, treat the relationship like the business partnership it is.
- Be responsive. Return calls and emails promptly, especially when a bureau is working on a live opportunity.
- Keep your information current. Update your fees, video, bio, topics, testimonials, and availability as things change.
- Make the booking easy. Provide the information they need, meet deadlines, and be professional with clients.
Respect the relationship. Understand the bureau’s role in bringing you and the client together, and communicate openly about repeat bookings and future opportunities. A good relationship takes time. Don’t expect to send one email and suddenly have a steady stream of speaking engagements.
Stay in touch in a professional, useful way. Share a meaningful update when you have one. Let them know about a new presentation, an article that went viral, a significant client result, or a relevant development in your area of expertise.
You want to remain on their radar without becoming the person whose name makes them sigh when another email arrives.
Will a Speaker Bureau Get You More Speaking Gigs?
It can, but here’s something important to understand: working with a bureau doesn’t mean you should stop marketing your own speaking business. Bureaus have their own client relationships, priorities, and booking cycles. They may bring you opportunities you wouldn’t have found on your own, but you can’t control when those opportunities will arrive.
Keep building your own pipeline…
Identify organizations that need the problem you solve. Develop relationships with meeting planners and decision-makers. Follow up with prospects. Ask satisfied clients about future opportunities and referrals. And remember that one speaking engagement can lead to another. A successful association keynote might introduce you to people who can open doors in the corporate world. Bringing multiple booked spin-off opportunities back to the bureau is a surefire way to ingratiate yourself with that agent and the organization.
Your business development shouldn’t stop when a bureau starts sending you leads. The strongest position is to have multiple ways of generating speaking business. A bureau can be a valuable part of that strategy without being the whole strategy.
The Bottom Line on Working with Speaker Bureaus
Working with a speaker bureau can be a terrific way to expand your reach and connect with clients you might not otherwise find. But don’t approach a bureau expecting it to build your speaking business for you. Build a clear position in the marketplace. Develop a presentation that delivers real value. Create a speaker video that makes people want to see more. Demonstrate that there’s a market for your expertise, and make it easy for a bureau to understand why clients should hire you.
Want to Go Deeper on Working with Speakers Bureaus and Agents?
There’s a lot more to building successful relationships with speaker bureaus and agents than most speakers realize.
If you’d like to take a deeper dive into how to get noticed, build relationships, and become a speaker bureau’s go-to choice, check out my bookstore. You’ll find resources to help you build a stronger, more successful speaking business.
[Explore the Wealthy Speaker Bookstore]
And please, make sure your video passes the two-minute test. (Two minutes is generous. It might only be 30 seconds.)
You don’t want to hear “NEXT!” before you’ve had a chance to show them what you’ve got.
