Here’s how to ensure your speaker will meet your needs

After selecting a speaker for your event, how can you ensure he or she brings the results you desire? You must ask results-focused, performance-focused questions.
Aside from the logistical concerns explored in the May 11, 2001 Small Business Times article How to Book a Speaker, you want to be sure the speech itself serves the purpose you have in mind.
The speaker has the potential to exert a tremendous amount of influence on your group, and you want to be sure first, that he or she has that ability, and second, that the nature of the influence is in line with your organization’s vision and mission.
It’s all about performance, not only the performance of the speaker but the performance of your audience. The reason you hire a speaker, or do anything in an organization for that matter, is to improve your condition. So, what do you want to improve?
This process really begins with you and your organization. Assuming you have done your homework and have decided on a speaker, start by examining your motives and expectations.
Results Focused: Why did we hire a speaker? An answer such as, “because we always have one at the annual conference,” is not a good enough reason. What do you want the audience to know, feel, and/or do during and after the speech? Do you want people to learn about something, feel a certain way, or take specific actions? Is it all three? Consider the questions relevant to your expected result. You might ask the speaker:
— Know: “We want our group to know how the market is shifting and how it affects our business. What would you like to know about our type of business and how will you conduct further research?”
— Feel: “We want our group to understand the importance of serving the customer in a way that exceeds their expectations. What would you like to know about our customers? Would you like to contact some of our customers? How will you communicate the findings in a way that will impress upon the audience the gravity of the situation?”
— Do: “We want our group to greet our customers in a more positive way. What would you like to know about our customers’ perception? Would you be willing to talk with some of our customers and look at some of the research we have done?”
Notice that in every case listed above, the questions are focused on results. Whether or not the speaker is compensated for the event, it is very important that you both understand the results expected from the event. If not, you might as well hire a band and have a dance.
Performance Focused: Much like a jazz musician has a vocabulary of licks used to elicit and communicate feelings and ideas, a speaker uses a vocabulary of techniques to engage the audience. Once you know the result you expect from the speech, get the speaker to start thinking along the lines of what will be done from the platform to kindle the results. Ask the speaker:
— Know: “We want our group to know how the market is shifting and how it affects our business. What will you do during your talk to reinforce the knowledge and confirm the audience’s grasp of the information?”
— Feel: “We want our group to understand the importance of serving the customer in a way that exceeds their expectations. What will you do to inspire them to share that concern?”
— Do: “We want our group to greet our customers in a more positive way. What kinds of techniques will you use during your talk that will motivate the group to try the things you suggest?”
And one more question to hold everyone accountable: “How will we measure success?”
What are the right answers to those questions? That depends on you, your organization and its mission and values. I always preach that the end is the best place to begin. As with any project, by defining and focusing on your desired result you realize successful performance improvement.
Steven J. McCombs is director of KL Applied Corporate Intellect, a performance measurement and enhancement consulting affiliate of Kolb Lauwasser & Co., a West Allis-based CPA and business advisory firm, www.kolbcpa.com.
Nov. 23, 2001 Small Business Times, Milwaukee