The following article appeared in the March 2010 issue of "Meetings & Expositions," a publication of the American Society of Association Executives (ASAE)
Negotiating With Speakers in Tough Economic Times
by Ed Barks
It's time to start planning for your next annual meeting. You have at long last posted your call for presentations online. It will be interesting to see what arrives over the transom given your association's reduced budget for speakers this year.
You can raise your odds for successful learning sessions, particularly in times like these, by applying one basic business principle that some associations neglect: Negotiation.
Everything Is Negotiable
Perhaps the speaking fees are coming in a bit high for your current budget. If the bulk of the proposal looks on target, however, it's time to start negotiating, especially in today's economy. Remember, speakers are struggling through daunting times, too.
The association that takes all speaking proposals at face value shortchanges its members and other attendees. Why slam the door on an opportunity that gives you a good percentage of what you want? If the topic, speaker's professional platform, learning resources, and other important items pass muster, you owe it to your association to try to bring the rest of the deal into line. It may not be all that difficult.
If you think speaker proposals are locked in stone, think again. Oh, sure, the six-figure speaker may still hold fast to his fees and the demand for only blue M&Ms in the green room. By the way, is anyone still hiring six-figure speakers in this climate? Instead, consider hiring a half-dozen accomplished four-figure speakers who can engage your attendees in real, thought-provoking learning.
As with any contract, anything is negotiable. Or at least it should be. If a speaker tells you an item is non-negotiable, fine. At least you tried. If he decides not to play by standard business rules, he loses your business.
More than Money to Consider
Associations that put on blinders and look only at fees stand to lose some good deals in this marketplace. Of course, you can negotiate on money. But that is only one of many factors.
Bear in mind that negotiating is not a one-way street. If you ask for something such as a reduced fee, you should be willing to give something in return, perhaps a commitment to a series of consulting engagements or entry into a private reception for your leadership, to cite just two examples.
Indeed, there is a good possibility that your association has something of value to a speaker that will cost you little in the way of budget. Some examples:
- Sell his book in your meeting's bookstore;
- Recognize him as a conference sponsor;
- Allow him to invite a limited number of guests to his presentation;
- Provide an honorary membership in your association;
- Offer ads in your publications;
- Offer extra nights or spa services your hotel partner can provide.
At the same time, some speakers are likely to have something that is of great value to you and your members that they can give away with little compunction. For instance, he may be willing to:
- Lead consultations or mini-training sessions for your officers and key committee chairs;
- Include extra copies of his book at no additional charge;
- Hold an autograph session to sign his book for your attendees;
- Write articles for your publications;
- Add a workshop in addition to a plenary speech;
- Conduct television and radio interviews your communications team arranges that promote both the speaker and your meeting.
Respect Flows Both Ways
Speakers are businesspeople. Any businessperson should welcome a negotiation process that results in a solution suiting the needs of everyone concerned—you, your members, other attendees, and the speaker.
Please take note of that last person. If you fail to take your speakers' needs into account and try to sneak bad deals past them, word will circulate about your association and its tactics. That is not a reputation you want within the speaking and consulting communities.
Another note regarding your consideration of the speaker: Respect his intellectual property. Don't sift through your submissions for ideas from expert speakers, then try to wedge in a cheaper alternative to talk about that topic or, worse yet, pass along that outline to use. That is tantamount to theft of intellectual property (in plain terms, robbing the speaker of his right to make a living). You could be subject not only to a tarnished reputation, but to monetary damages.
Of course, your negotiation stance must be based in reality. Asking a speaker who submitted a proposal with a $6,000 fee to agree to appear for $600 is not only impractical, it is insulting. If you want pro bono, ask for it from the start but you should still expect to pay expenses.
Make Them an Offer
As you prepare to review those calls for presentations in these challenging times, remember that those submissions are merely a starting point. You can gain much more value for your association and your members when you negotiate with your potential speakers. Make them an offer. Maybe they won't refuse.
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Ed Barks works with corporate and association executives who deal with reporters and members of Congress, and with public affairs experts who want a seat at the decision-making table. He is also the author of The Truth About Public Speaking: The Three Keys to Great Presentations and a member of ASAE & The Center's Consultants Section Council. Learn more at www.barkscomm.com. Contact Ed at 540-955-0600 or by e-mail.
Copyright © 2010, Edward J. Barks. All rights reserved.
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